Keyword Creativity is the process of understanding customer behaviour through keyword research and using the insights gained to drive the creative process.
Keyword research is an essential part of any search engine optimisation project but it is usually done after all the creative work is complete. A concept is created, a look and feel developed, copy written and finally the pages are optimized.
This approach can be unproductive. Content is squeezed into a search engine friendly framework after it has been created. It means that work has to be redone, and this leads inevitably to a bottleneck of pages waiting to be optimized.
However, if keyword research is incorporated in the early stages of a web project then not only can this bottleneck be avoided but the quality of the creative work can be improved. Keyword research becomes another valuable way to do market research and make sure that work is market focused.
In this practical workshop, Ken McGaffin, Chief Marketing Officer of Worktracker.com and Neil Davidson, an experienced advertising and marketing consultant with an MA in Business and Creative Writing, will show how to incorporate keyword research into the creative process.
Participants will learn how to use keyword research to:
- Win more pitches.
- Understand customer behaviour and build customer personas.
- Generate content ideas that are highly relevant to customers and already search engine friendly.
- Generate promotional ideas for advertising, online public relations and link building.
All participants will receive free access to the full Wordtracker database for seven days together with comprehensive course materials.
Please note that payment must be made by credit card for this course.