トピックリサーチ

What is Topic Research?

Topic research or content research is the process of gathering and analyzing information to identify issues, ideas, and trends that resonate with your target audience. In other words, it is the process of gathering information and data on the topic your audience would be interested in.

The creator also considers other factors during topic research, including the topic’s 検索意図 and the business goals they want to achieve by publishing content on that topic.

Importance of Topic Research for Bloggers

Topic research allows bloggers to understand what their target audience is searching for, the questions they are asking, and the problems they want to solve. The blogger then uses this information to create content that aligns with their target audience’s interests, needs, and preferences.

This helps increase engagement and build trust and authority, as the audience will see the content as valuable and relevant. It also lets bloggers discover untapped topics or new perspectives on popular subjects.

From the SEO perspective, topic research helps to ensure your content is optimized for search engines, improving your chances of ranking higher and attracting organic traffic. Without proper topic research, you risk creating content that misses the mark, leading to low traffic, poor engagement, and wasted resources.

Difference Between Topic Research and Keyword Research

Topic research is closely related to キーワード調査. The difference between them lies in their focus and scope. Topic research is generally broader and focuses on identifying content your audience is interested in.

Keyword research, on the other hand, is more specific and focuses on finding the exact words and phrases (キーワード) your target audience uses when they search for the content you discovered during your topic research.

Topic research comes before keyword research. For example, you could perform topic research and discover that your audience is interested in a topic like “yoga for stress relief.” You then perform keyword research to uncover the keywords your target audience uses when they search for that topic. 

Ultimately, you will develop multiple content related to “yoga for stress relief.” You can then use these subtopics to create topic clusters on your site. For instance, some relevant content we discovered from the “yoga for stress relief” topic include:

• Yoga poses for stress relief
• Yoga for anxiety and stress
• Yoga routines for relaxation
• Benefits of yoga for mental health
• Breathing techniques for stress relief

How to Conduct Effective Topic Research

Topic research is a crucial component of content creation. It helps bloggers and content creators identify the subjects, themes, and ideas that resonate with their target audience, ensuring their content is relevant and valuable. Here are multiple methods of doing it effectively. 

1 Analyze Your Competitors

Review your competitor’s content. Check their blog to understand the type of content they publish. This will give you an idea of what you could cover on your site. You may also use SEO and keyword research tools to determine the popularity of the content and whether it is worth publishing on your site.

Some keyword research and SEO tools also allow you to perform competitor research. You can enter your competitor’s site or webpage URL into them, and they will return with relevant data and metrics related to the URL and content. You can refer to this guide on the best competitor analysis tools to uncover your competitor’s content strategy.

2 Use Keyword Research Tools

Tools like Googleキーワードプランナー, Ahrefs, SEMrush, and Ubersuggest can uncover data on the keywords and topics your target audience is searching for. These tools also help you identify popular topics and ensure your content is optimized for search engines.

Start by entering broad topics related to your niche. These tools will generate a list of related keywords, along with metrics like search volume と keyword difficulty. Look for keywords with high search volume and low competition, as these are great opportunities to create content that can rank well and attract traffic.

These tools can also provide topic clusters and new content ideas. For example, if you enter “digital marketing,” you might discover related topics like “social media marketing tips” or “email marketing strategies.” So, use them to build a list of topics that align with your audience’s search intent and business goals. 

3 Use Online Communities and Forums

Online communities and forums like Reddit, Quora, Facebook Groups, and niche-specific forums are goldmines for topic research. These platforms are where your target audience actively discusses their interests, asks questions, and shares opinions. 

Spend time browsing such sites, threads, and discussions to identify common pain points, frequently asked questions, and trending topics. For example, if you run a fitness blog, you might find threads on Reddit’s r/Fitness asking about “best home workout routines” or “how to stay motivated.”

You may openly or discreetly engage with these communities, participate in discussions, ask follow-up questions, and conduct polls to better understand your audience’s needs. 

4 Use Content Discovery Tools

Content discovery tools like BuzzSumo and Feedly help you identify trending topics and popular content in your industry. While specific metrics will differ, content discovery tools typically provide metrics like social shares, backlinks, and engagement rates.

BuzzSumo, for instance, can help you discover the most shared content on social media, trending topics, and content with high engagement. On the other hand, Feedly is a news aggregator and content curation tool that allows users to discover and stay updated on industry trends and competitor activity.

You should focus on studying and identifying patterns in high-performing content. Once you have done this, you can replicate their successful strategies in your work. For example, if listicles or infographics are trending in your niche, you can create similar content that is relevant to your audience.

5 Use Social Media

Social media platforms like Twitter, Instagram, LinkedIn, and TikTok are excellent topic sources because they reflect real-time conversations and trends. You can typically uncover relevant content on these apps using their search function, hashtags, and trending topic sections.

For example, you can explore trending hashtags on Twitter or use advanced search to find discussions about your niche. On TikTok, you should consider your For You Page and the comment sections of viral videos.

On Instagram, use the Explore tab to see what content is relevant to you. Additionally, you can monitor your competitors’ social media accounts to see what type of content they post and how their audience responds.

Topic Research Best Practices

Topic research is a very important yet easily overlooked part of content creation. It lays the groundwork for producing relevant and engaging content that resonates with your audience. To maximize its effectiveness, it is essential to employ the best practices listed below, 

1 Regularly Review and Refine Your Topic List

Industry trends tend to change over time, and so does your audience’s interest. This can make your content outdated and irrelevant to your target audience. You may also miss new topics that your audience would be interested in.

Review your topic list regularly to ensure your content remains evergreen and helpful to your visitors. When necessary, remove outdated content, optimize underperforming ones, and add new ones based on your topic research. 

2 Balance Evergreen Content with Trending Topics

Trending comments may get you a lot of traffic. However, such traffic is temporary and fizzles out after a while. Evergreen content, on the other hand, provides long-term traffic. However, you will lose out on relevant traffic if you only focus on evergreen content.

Ensure to create both evergreen and trending topics. This approach guarantees sustained traffic and ensures you always have relevant content on your site. It also allows you to capture traffic that you would have otherwise missed.

3 Pay Attention to Your Audience’s Search Intent

Make sure to understand why your audience searches for the content you create. Once that is done, make sure to create content that is relevant to it. That way, you are assured your content remains valuable and actionable to your audience. 

Not understanding the search intent can lead to irrelevant or unengaging content that fails to meet your audience’s needs. For example, if users are looking for “how-to guides” but you provide product reviews, they will likely leave your site quickly. 

4 Do Not Over-Rely on SEO and Keyword Research Tools

While SEO and keyword research tools are helpful, relying solely on them can lead to generic or disconnected content. These tools provide data, but they do not capture the nuances of your audience’s preferences or emotions.

So, make sure to combine your tool’s insights with your understanding of your audience. This ensures your content is both data-driven and human-centric. This balance helps you create content that truly resonates with your target audience.