If search is about finding and connecting with your audience, then keyword research provides the bridges and roads with which to make that connection. Good keyword research is the foundation for all effective search marketing. It tells you what your potential audience is searching for, how often and what the competitive landscape is like. These are critical metrics for anyone doing business online and are no less important for a film, television show, web series, transmedia experience or even simple one-off online video. Without keyword research you could be spending a lot of time, effort and money marketing to no one. Here are six reasons why you need to invest resources into this strategy for your screen media project.
#1 – Keyword data proves marketability to potential investors.
This research includes hard data on how many searches for a particular phrase; in other words its “search market.” It can give you an idea of how big the established audience is for your lead actor, the enthusiams for the title of the work you are adapting, the current level of interest in the specific topic of your project and other salient facts. These can all be leveraged to prove the viability of a project when trying to attract development financing and for building out a strong digital marketing strategy and business plan.
#2 – Keyword research helps you talk the talk.
By using the language your audience is, you automatically gain credibility with the community you are targeting. Even more importantly, when this language is effectively woven amongst your website, social media presence, online press releases and other written content, it becomes a powerful tool for attracting people to your project. It connects you to your audience through the words they are already typing into the search engines to find what they want.
#3 – Keyword research provides direction in shaping online content.
Cast the net wide when looking for keywords. The resulting data pool can provide you with invaluable insight into what your audience wants to know. And if they want it, and it’s relevant to your project, then you should give it them. Tapping into these search markets can only be of benefit if you are providing valuable, interesting and/or entertaining content for your audience.
#4 – Understand your search market, understand your search competition.
It’s always a good idea to understand what the competition is doing. After you know what your keywords are, do searches for these phrases on the search engines. See what other websites and screen media properties are turning up on the first page of the search engine results. Visit these sites for inspiration. If your search competition is doing something well, then use that idea and take it even further.
#5 – Keyword data shows your online reputation growth.
Gathering search market data during development is an excellent way to set a baseline metric for success for your project. Often the number of searches for your title or brand will be zero at the beginning. However, you can revisit this data regularly over the life of your digital marketing plan where you will hopefully see healthy growth and improvement as you successfully implement your search and other online marketing strategies. Used in conjunction with other metrics from your website and online promotional campaigns, this trending data can be helpful in attracting ongoing investment over the extended life of your project.
#6 – BOTTOM LINE: The right keywords = more money.
The right words in the right places will attract the right audience and help it to grow. The traffic from this audience can be leveraged for advertising revenue or directed to sales channels for copies of your film, TV or web series, merchandise, exclusive online content or whatever else you want to sell them. As long as you are providing real value and entertainment the sky is the limit and keyword research is the key.
Submit suggestions, questions or tips of your own via email to annelise(at)veria.ca or Twitter @veriatweet
Or Revisit Last Week: Search, Social & Screen Media: Top Tips