In the rapidly evolving world of SEO, it is crucial to stay ahead of the curve. Traditional SEO focuses on optimizing keywords directly related to your business, but with increasing market saturation, new strategies are needed to stand out and reach a wider audience. This is where tangential SEO comes in.
Tangential SEO involves creating and optimizing content for topics that are tangentially related to your core business. This allows you to engage with audiences who may not be actively searching for your products or services but could still find them relevant or useful. It is a strategy designed to build brand visibility, establish authority, attract a wider audience, and drive more traffic to your site.
Whether you are a content marketer looking to diversify your strategy, a business owner aiming to extend your online reach, or a newcomer to the field eager to learn, this guide is for you. In this article, we will explain what tangential content is and show you how to find alternative keywords using unconventional methods. Are you excited? Let’s get started.
What Is “Tangential Content”?
Quite simply, tangential content is content that is not directly related to your product or service offering. For example, instead of solely focusing on sportswear, Nike could create content around topics like music playlists for different moods or workout routines, exploring various global music trends. These are topics not directly related to Nike’s products but themes that would likely resonate with its audience.
Here are a few more examples for context:
- Starbucks: Beyond coffee, Starbucks could create content discussing books and literature, considering that many people enjoy reading while sipping its coffee. The brand could start a book club, share reviews, and host author interviews.
- Apple: Apple might deviate from its technology-centered content to explore topics like interior design, highlighting aesthetic and minimalistic arrangements that complement its devices or discussing how different spaces foster productivity and creativity.
- IKEA: While primarily focused on furniture, IKEA could develop content around topics like urban gardening, offering tips for creating green spaces in small city apartments, or sharing recipes to create using limited kitchen tools.
Why Create Tangential Content?
Creating tangential content can have numerous benefits, including:
- Broader audience reach: Tangential content allows your brand to reach a wider audience, catering to various interests and preferences.
- Increased engagement: By offering a variety of content, you can keep your audience engaged and demonstrate a deeper understanding of their diverse tastes.
- Building brand authority: Creating content on a range of topics positions your brand as an authority in your field, enhancing your reputation and influence.
- Creating more emotional content and aligning with customer lifestyle: Tangential content allows you to design a themed experience that resonates with your customers’ values and lifestyles.
- Link building: Tangential content has a higher potential to be shared, earning you backlinks from various domains and boosting your site’s authority.
- SEO performance: By covering a range of topics, you can rank for more keywords and attract more organic traffic to your website.
While the benefits of publishing tangential content are clear, the research process itself is also valuable. Just like a chef experimenting in the kitchen and interacting with customers, researching tangential content ideas can help you understand your customers’ unmet needs or interests. This insight can guide the development of new products, services, or support articles.
Ready to generate tangential content ideas?
How To Generate Tangential Content Ideas?
To generate tangential content ideas, follow these steps:
Step 1: Establish Buyer Personas
Buyer personas are fictional representations of your ideal customers. They help you understand your customers better and make it easier to connect with them. Gather information about demographics, behavior patterns, motivations, goals, challenges, values, and fears to create accurate buyer personas. These personas will guide your content creation process.
Step 2: Create A Mind Map
A mind map starts with a central idea and branches out into main topics, which further branch into subtopics or ideas. Use the buyer persona as the central idea and let the branches represent key values, aspirations, preferences, and hobbies relevant to your persona. This process helps you explore potential questions your persona might have and see the world from their perspective.
It is wise to create several mind maps to cater to different segments of your target audience.
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