Create relevant branded content using Google Trends

Google Trends is a way for marketers to keep track of what people want to know about and it helps companies like yours to observe and analyze consumer interest, and brand health, and it can serve as a guide for the creation of relevant content. Google Trends is an amazing marketing tool that you can use to systematically strategize your advertisements. It will help you increase traffic and it gives your company a competitive advantage.

So, how does Google Trends work exactly?

Google Trends uses a “story-centric” homepage, where it amasses data from Google Search, Google News and YouTube. Then Google ranks the most searched for stories.

Google Trends has the most thorough trends collection you will find anywhere. So if I click on the number one trending search today 12/6/2015 which is ‪‪Liverpool F.C., ‪UEFA Champions League, I am then taken to a dashboard about the number story trending the UEFA Champions.

The dashboard shows you the articles related to this topic.

If your business is having any affiliation with Soccer or The Union of European Football Associations, then this would be a terrific opportunity for content creation. Capitalize on the topic when the topic is growing.

Google Trends helps you find real-time marketing opportunities relevant to your brand. It offers minute-by-minute, instantaneous data from more than 100-billion searches. This allows you to assess search trends during contrasting times, during major events, such as the Super Bowl. You can choose any time period from 2004 to the present.

How does it help your business?

By watching for surges in term usage during major events, you can quickly decide what topics are capturing people’s attention. A prime example of real-time marketing was Oreo’s tweet during the 2013 Super Bowl “When the Lights went out in the New Orleans Superdome for 34 minutes.” Oreo’s marketing team threw this add together in the moment. That single tweet was retweeted well over 15 thousand times, and is still being retweeted today.

What events would offer good marketing opportunities for your brand? Look for real-time marketing venues to increase your brand’s social media reach.

Google trends helps you with market segmentation. With Google Trends you can research your niche by geography. You can search for just about any topic and see the popularity of the topic in searches by region, down to the city. I know a newly opened restaurant that sells smoked meats and other barbecue related foods. So, I entered “smoked meats” into Google Trends and it brought up useful data, including a ranking of searches by city.

Here are the trends for the United States.

Now here are the trends for California. We can see that a related topic of interest is Barbecue, and that there is not any data by city. That gives us a clue that people are not searching for smoked meats in any Cities near me. However, if you click on the related search of Barbecue, it gives you cities where people are interested in different methods of Cooking Barbecue.

To confirm that how-to and food videos will work, we can research that to. Currently we know that besides funny videos, how-to videos and cooking videos are very popular.

I found that the County I live in ranks 10 for searches for Barbecue Cooking Method. So, a restaurant that sells smoked meat, could create a how-to video of the owner preparing and then smoking the meat they plan to sell that day.

Have you tried using Google Trends? What was your experience like? What tools do you use to help you develop relevant content to better segment your target audience?

Irene

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