Boost your marketing campaigns with keyword creativity

What is keyword creativity?

It's about using keywords to help you when you are thinking about marketing strategies and creative ideas. Whenever you use the Wordtracker tool you will inevitably come across keywords which throw up interesting ideas for you to base new content on, or launch a new product line. Applying a creative process to keyword research is keyword creativity.

Keyword creativity and advertising

Davidson says that a lot of people still haven't fully come to grips with how keyword creativity and advertising can complement one another.
"People respond differently to advertising these days. In the old days people would have a massive freephone number or a URL printed on an advert. They may still, but the reality is that most of us don't write down that URL or phone number anymore. We go to Google and type in whatever words we remember for that ad."
Davidson uses Orange, a UK-based company which sells cell phones, as an example of a major telecommunications company which has used keyword creativity in their advertising with mixed success.
"Orange have launched a new campaign called 'I am'. There's no URL and there's no phone number. All it says is to type 'I am' into Google search, because they've realized people think typing www is too much work", remarks Davidson.

Every ad campaign has a search response

He says that businesses must ensure that when people search for a word related to the ad campaign, that they are sent to their own website. Businesses have to discover a way to 'own' that search term and make it synonymous with their ad campaign.
Going back to our Orange cell phone example, if the potential customer had seen the ad, then went to Google, typed in 'I am' into the search box, and Orange where not at the top of the search results, that would have been a lost opportunity.
Davidson said the way Orange has ensured they do come top for 'I am' is by paying for a sponsored link.
He added: “What actually comes up top is IAmBored.com – which is a site that offers online games and puzzles.
“I would suggest that Orange could have owned that top spot organically. They should have done the keyword search beforehand and asked themselves; What kind of content can we create which will optimize our site for those terms? If they had put that into practice they would have gone to the top of Google for 'I am' organically, instead of paying a lot of money.
Another problem, he said, was that IAmBored.com is "actually a much better site." Davidson said Orange were running the risk of people being distracted by the site and were more likely to look at it.
"By the time you look at IAmBored you have forgotten about Orange," he added.
It's a valuable point to note: if you are launching a new campaign, look at your competition. Can you really 'own' the search term, or will you be pulled down the rankings by stronger contenders?
Another interesting thing in the case of Orange is that on www.orange.co.uk there is no mention of the 'I am' campaign anywhere on the homepage. The company have simply bought the domain name www.i-am-everyone.co.uk.
This, I would suggest, is a big mistake on Orange's part. It just goes to show that even a multi-billion dollar enterprise like Orange, which has more than 170 million customers across the world, can get it wrong. It reiterates the point that whatever ad you produce offline should be backed up with a clear online resource which uses the same keywords and branding. This reinforces the campaign message people are searching for. In essence, this is putting keyword creativity into practice.

Keyword research leads to creativity

Davidson told me that before people even embark on an ad campaign, they should do their keyword research first. No one working in marketing or advertising can afford to make assumptions about their marketplace, even though they may have worked in it for years. The main objective is to start a creative process which will lead to an ad that connects with people in an interesting way.
Davidson believes that getting to grips with an audience you are trying to communicate with is the most important part of market research.
Find out what people are searching for online – what does it tell you about the market?

White water rafting and keyword creativity

Davidson puts the theory of keyword creativity into practice by using the example of a website that specializes in selling white water rafting.
"You might start with a perception that people go on white water rafting trips because it's a thrill, or because they want to take their family on an adventure holiday. Those are the ideas I have in my head, but when I look at my keyword research I may find that a lot of people are looking at white water rafting as a means of team building. “I then have to leave my preconceptions behind and think of an advertising campaign, producing content which reflects that niche, or I may even see that I don't have a product which fits that audience."
“People often type in white water rafting and a certain location – I could guess that's because people have been before, they've heard there's some white water rafting in that area. What that does mean is that I should be including as much information about that area and geography of that location as possible.”

Fuel creativity with keywords

Mind maps often come up when people talk about keywords. The idea behind them is to write down ideas, words, tasks or titles you think relate to a central theme. Tony Buzan was the first person to introduce Mind Maps. He believes they unlock the mind and allow people to open up and think more creatively. They're also a great way to problem solve, to structure writing or to categorize your own website.
Davidson says he uses them all the time.
"You create the trunks of the trees on parts of a Mind Map out of your own head and hopefully creativity flows from that."
Mind Maps also allow you to quickly move away from your own assumptions and think laterally across the subject, and potentially into new areas of interest.
A great tip from Davidson is to fuel your creative process with keywords.
Do some keyword research on a particular idea you have. Take a small selection of these keywords and plant them in the middle of your Mind Map.
Open your mind. Look at the keywords you have written and discuss what other words or ideas you think relate to it. Think of it as a word association exercise. Although it may seem non-linear, that's exactly how the human brain works!
Once you have drawn your Mind Map, think about what to do with it. Can you find a new product idea? Do you have fresh content ideas? Have you discovered a better structure to your site?

http://www.wordtracker.com/academy/keyword-creativity-advertising-marketing
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