Building Content in an Emerging Media World.

Google’s Knowledge Graph continues to evolve largely because of the increase of mobile usage and voice search. With that, we understand that consumers are able to ask Siri or Cortana or Alexa, or any other voice search conduit, a specific question that can lead them to a myriad of related questions.

Google research indicated a 61% increase ,between 2013-14, year-over-year in search queries that contain a direct question.

yoy growth in question phrases

Search Engine Land’s Danny Sullivan offers this example: You can say, “Barack Obama,” and Google will show you results for Barack Obama, and respond, saying, “Barack Obama is President of the United States.” You can then ask, “How old is he?” and you will hear, “Barack Obama is 53.” What’s cool about this, Sullivan explains, is that the search engine knows that “he” refers to Barack Obama, and that Barack Obama is a person. The search engine can then pull information it has about that person from its giant Knowledge Graph database and present it as if you were having a conversation with Google itself.

Currently, marketers write website content with the “content is king” philosophy and the “people love sharing content” theories in mind. While these still hold value, it will be increasingly important to also think of questions consumers might ask when needing information your company, or its website, can provide. For example, in B2B marketing, not only should the marketer for a restaurant supply store write downloadable content, for say “The 5 Best Ways to Clean Stainless Steel” but they should also consider related questions and make sure, for voice search purposes, those products and answers are featured on their site and within content, such as “Where can I find Stainless Steel Cleaners?” or, “Who has the best price on Stainless Steel Cleaners?” etc.

Two themes run through most content-writing websites and blogs:

  1. Create a content strategy that meets your organization’s goals
  2. Find the shared story across your content that you can bring to life

Meshing the content theory and the Knowledge Graph sorting features, here, this grid demonstrates how 3 topics/products/business lines can take this concept through a question based process to help illustrate this thinking.


content builder_EM


Although it looks linear, you might not be able to find the shared story until you’ve filled in the grid for your various product lines. With the three companies and their featured products in the examples above, the exercise included finding benefits that matched. Those were also not identified until after the other items were completed

  1. Identify what questions your customer might ask when thinking about their problem or your product
  2. What problem does your product solve/what does it do/what is it
  3. What content do you already have?
  4. Why does this product exist, what does it do?
  5. (come back to this once you’ve documented all the products and brainstormed –what is the shared story?
  6. (Also come back to this once you’ve documented and determined the shared story
    1. As in example #1 – Imaging, Packaging and Censor solutions in agriculture are solutions for different parts of the chain, (images take place in the field, before package specs are built, and censors are for the coolers when the produce is at the market) but what do they all do:

what why solution_content EM

At the end of the day, they all create a bigger impact (shared story) and that is they support the creation and delivery of more produce which leads to a higher number of people having access to healthy foods (benefits).


Now, you are ready to decide on your new content needs, or revise what you have, so that it:

  • answers the questions your customer will ask
  • highlights the shared story
  • enables you to utilize keyword phrases that are authentic and that genuinely fit into your story

Once you’ve determined what your content read/look/feel will like, now you can think about the channels that best fit your audience and how you would like to craft the message to fit the platform.

Happy Content Building!

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