4 Analysis Strategies to Discover Distinctive Angles For Content material


My content material and key phrase analysis was restricted to what I noticed on search engine outcomes pages (SERPs) for a very long time, particularly at the start of my content material writing journey. As an illustration, I’d take a look at the content material rating for a selected key phrase and attempt to emulate it in my content material.

However, as I progressed, I spotted a sample. Along with being much like current high pages, the content material wanted extra experience and distinctive views. It shortly turned clear that I wanted to create content material with authority and a voice of its personal to face out.

So, I ventured out to search out extra analysis strategies to handle this subject. I turned extra lively on LinkedIn, engaged with {industry} specialists’ posts, and browse the newest developments for distinctive insights.

On this article, I’ll clarify 4 analysis strategies that assist me determine distinctive takeaways and fill gaps in present rating pages. These are yours to steal now!


Be aware: The concepts I share on this article aren’t restricted to the writers alone. You possibly can apply these ways to any analysis that you just conduct, whether or not it’s viewers, matter, or key phrase analysis.

Why solely SERP evaluation does not reduce it anymore

This is what’s incorrect for those who restrict your analysis to analyzing top-ranking pages.

You will find yourself creating copycat content material

If you happen to search the key phrase digital advertising and marketing, you will see rating pages discussing advantages, approaches, and methods, however no distinctive angles or tackle the subject. Scanning these pages will restrict your creativity.

Because of this, you will create comparable content material, which Ryan Legislation, CMO at Animalz, describes as copycat content material, a bunch of articles with lookalike titles, headers, and examples.

You will not have the ability to determine content material gaps

As a reader, I usually discover articles, notably informational long-form ones providing generic and non-actionable data. As an illustration, if an article talks about influencer advertising and marketing development, it must again it up with statistics, insights from specialists, and related knowledge factors. If these usually are not addressed, the reader will bounce from the web page.

So, for those who’re taking a look at top-ranking articles as a information to your content material, your eyes will skip these gaps. It occurs as a result of top-ranking pages offer you surface-level understanding. You should increase your analysis past these pages to serve these gaps.

Furthermore, suppose you find yourself rating for the specified key phrase creating such an article. In that case, there’s yet one more subject, which Erin Balsa, Founding father of Home of Daring, places nicely, “Rating for key phrases and driving site visitors to a web site is pointless if readers are turned off by what they see.”

You will not have the ability to fulfill the algorithm.

Google’s latest E-E-A-T (expertise, experience, authoritativeness, trustworthiness) replace emphasizes creating content material by these with real-life expertise in that subject. Merely curating insights from top-ranking pages is probably not sufficient to have your content material acknowledged by the algorithm.

Take into account whose content material can be extra helpful when searching for data on utilizing Notion, a challenge administration instrument, to construct a to-do record. Would it not be somebody who compiled an article utilizing already ranked pages or somebody with hands-on expertise with constructing to-do record templates or has talked to those that have? The latter particular person would doubtless present extra particular and useful data.

So, to fulfill the search algorithm, you have to present dependable, reliable, and distinctive data to the reader. You possibly can’t create an algorithm and anticipate to rank on the high. In the end, the worth your content material delivers to the reader issues, not simply appeasing the algorithm.

To summarize why it’s worthwhile to diversify your analysis course of, Nebojsa Savicic, Founding father of Plainly, made a wonderful level, “Google as a search engine acts as a filter for related content material, it is smart to see the place the standard bar is. However I by no means focus an excessive amount of on it as a result of I really feel it might lock me in a mindset of simply creating barely higher content material whereas my aim is to supply nice worth to my readers.”

4 ways to degree up your analysis course of

On this part, I’ll share with you 4 analysis strategies that I’ve began utilizing, which helped me discover matter concepts, distinctive angles and insights from material specialists. Let’s dive in.


Finest for: Discovering arguments, case research, and questions associated to a selected matter.

LinkedIn has grow to be a well-liked platform up to now few years, with many individuals publicly sharing their experiences, information, and insights.

Easy methods to use it

Step 1: Go to LinkedIn’s search bar and enter the key phrase you need to seek for.

Step 2: To slim down and fasten your analysis, use superior filters equivalent to {industry}, recency of the content material, firm title, as proven within the picture under.

LinkedIn advanced search dashboard

Step 3: You possibly can see related posts when you apply the filters. Flick through them and choose probably the most useful to you.

Generally I keep in mind seeing an fascinating put up by a selected creator, so I normally seek for posts from that creator. So, for this text, I looked for Ben Goodey’s profile for the key phrase search engine optimization.

And LinkedIn didn’t disappoint, as I discovered this fascinating put up by him.

Ben Goodey’s LinkedIn post snapshot

His put up made a robust level that search engine optimization is and can be essential. If you happen to’re writing an article about the way forward for search engine optimization, this put up can be a wonderful addition.

LinkedIn’s remark part can also be stuffed with distinctive insights. Once I scrolled by way of the remark part on Ben’s put up, I discovered an fascinating dialog on Google’s new AI interface for end result pages that was strong enter for that article.

Snapshot of comments on Ben Goodey’s LinkedIn post

2. Google Alerts

Finest for: Discovering the newest experiences, developments, or {industry} information.

Google Alerts give a wide range of sources which may not be rating however nonetheless have invaluable content material.

Easy methods to use it

Enter the key phrase you need to get alerts—for instance, content material advertising and marketing, influencer advertising and marketing, search engine optimization, and so forth. As soon as carried out, Google will ship you curated content material for the chosen key phrase in your inbox at your most well-liked frequency.

Google Alerts dashboard for influencer marketing, ChatGPT, content marketing, and SEO alerts.

I bought this electronic mail alert for influencer advertising and marketing key phrases and located some fascinating hyperlinks, equivalent to experiences and {industry} information. With these alerts, you possibly can determine and save related hyperlinks in your swipe file and return to this throughout your analysis course of.

Snapshot of Google alerts for the keyword influencer marketing

3. Communities

Finest for: Determine questions, arguments, and associated assets.

Easy methods to use them

Becoming a member of related communities and preserving a tab on the conversations has helped me discover some distinctive angles. For this, be sure you are a part of lively communities in your {industry}. Some advertising and marketing communities you possibly can be a part of embody Superpath, Electronic mail Geeks, and Demand Curve.

Then, I seek for the key phrase and immediately get an outline of questions and insights provided by neighborhood members.

Right here’s one fascinating query I bought from the Superpath neighborhood once I looked for the key phrase content material metric.

Cierra Loflin’s question in the Superparh community

Eric Doty replied to the reply, which was fascinating and distinctive because it comes from his expertise. Additionally, he shared the screenshots too! (It isn’t straightforward to search out such takes amongst top-ranking pages!)

Eric Doty’s reply to Cierra Loflin’s question in the Superpath community

So, you possibly can simply quote this in any article concerning content material metrics. (Be sure to ask the individual politely earlier than you quote them.)

One other method to make use of communities is to show to your community. If you’re lively on social channels and have constructed an engaged viewers, they are going to be your supply of data.

Sam Hembree, Chief Artistic Officer of Beam Content material, shared this open-ended tweet that bought superb insights. The replies had been then became a four-thousand-word article.

This strategy is relevant throughout all channels, be it social media, communities, or boards. Have interaction together with your viewers by asking them questions and sharing their perspective as insights from which your readers can profit.

4. Newsletters

Finest for: Understanding a subject in depth with fascinating visuals. Getting a snapshot of what’s occurring on the net. (Relevant for those who sign-up for a e-newsletter that does roundup content material)

Easy methods to use them

Signal-up for and browse related and industry-specific newsletters – and if potential, assign classes to every e-newsletter based mostly on its sort and content material. It should assist the analysis course of be tremendous clean.


Professional tip: If you happen to use Gmail, create labels to categorize newsletters into totally different teams.

As an illustration, I’ve a content material advertising and marketing label; inside that, I’ve sub-labels for every creator. This categorization makes it tremendous straightforward for me to analysis as I can seek for a subject shared by a selected skilled.

Inbox preview with labels and sub-labels

The analysis course of is analogous. Kind the key phrase within the search bar and flick thru the e-newsletter that reveals up and choose concepts and examples from the related ones.

I usually go to a selected label, say search engine optimization, if I’m writing about subjects associated to it and search inside that to search out extra related concepts.

For this text, I looked for the key phrase ‘persona’ and bought a useful e-newsletter version of the MKT1 e-newsletter. Whereas scrolling, I discovered a useful hyperlink that led me to a extra detailed e-newsletter on the identical matter. (How useful!)

Search of MKT1 newsletter for the keyword 'persona'

One other method I exploit newsletters is to search out examples.

Nearly each e-newsletter gives one thing distinctive, equivalent to job postings, fascinating tweets, distinctive {industry} insights, or referral hyperlinks.

So, once I needed to write an article on e-newsletter concepts, I immediately browsed by way of the e-newsletter and located a couple of examples so as to add to the article, one among which was a referral hyperlink for Aleyda Solis’s e-newsletter, SEOFOMO.

SEOFOMO referral link example

Energy up your analysis course of

Bear in mind, the standard of your enter determines the worth your content material will ship. I’d encourage you to transcend the highest rankings pages and faucet into social media channels, newsletters, Google Alerts, and communities.

Listed here are a couple of suggestions from my finish to ease this course of much more:

  • Save hyperlinks everytime you come throughout them. Higher even drop them into your swipe file and arrange it nicely.
  • Construct a community of individuals you possibly can attain out to ask for quotes and curate insights.
  • Hold your self up to date concerning the rising developments and updates in your {industry}.
  • Bookmark a couple of favourite assets (web sites, podcasts, webinars) that you just usually seek advice from. Organizing related hyperlinks into teams in your bookmarks is a fair higher answer. This fashion, you possibly can entry all of the hyperlinks in a gaggle with only one click on.

Lastly, keep in mind that analysis is rarely a one-time occasion. You’ll discover fascinating concepts so as to add at each stage of your content material writing journey. So, permit your self the flexibleness to try this.


Please enter your comment!
Please enter your name here