Content Strategy and SparkToro

Answer the two big content questions, what to create and where to place it, using SparkToro's keyword, AI prompt, and placement data.

If you're doing content strategy with SparkToro, the questions you need to answer are what should I create and where should I be placing it? And SparkToro is great at helping with both of those. Inside any SparkToro report, this one in particular is for collectors of rare cacti and succulents in California, a particular audience that I was helping someone with last week.

Inside the keywords and prompts section, we will show you prompt topics. These are the topics that people in this audience are likely to be asking about or trying to solve a problem using AI, particularly ChatGPT and Claude and Gemini and Google's AI mode. We also have search keywords.

These are keywords where the audience has a high proclivity to search for this particular term or phrase. No surprise, rare succulents and rare cacti in California, searching for succulent nursery, where to buy them, unique cacti for collectors, succulent swaps in Southern California, all that kind of stuff. These keywords and the AI prompts are really helpful for understanding demand and intent.

What is this buyer group? What is this group of rare collectors? What are they asking about?

What are they talking about? What are they searching for and thinking about? What problems do they wanna solve?

That's great for your content strategy and this is quite different from what you'd find in a normal SEO style keyword research tool because we're not saying these are the most popular keywords. We're saying these are the keywords this audience searches for or the AI topics that they bring to their AI tools. I would also point out that if you're trying to understand content in a space, you want to go where your audience goes.

So by visiting Epic Gardening, Lovely Greens, Mountain Crest Gardening, Domain of Science, The Huntington, by visiting these YouTube channels, you can see what rare cacti collectors in Southern California are likely to be watching. You can see the kind of content, the style, topics, what's familiar to them. Being in their world before you start creating a content strategy is a must in my view.

It used to be we'd do this just by Googling around a whole bunch and asking people, running surveys, and then visiting those places. With SparkToro we can see into their devices anonymously and aggregated, of course, with clickstream panel data. The same thing is true in websites as well.

Visiting these sites and understanding their content styles and what they're doing is very helpful. The second piece of this whole thing is placement. Where are you gonna distribute your content and your message so that it resonates, so that it reaches the right people?

And for that our platform data about social networks that an audience uses. Reddit is higher than average. Most of these other ones are lower.

I probably wouldn't do a whole lot on Medium or Quora, but I might be tempted to do some YouTube, probably some Instagram, maybe some TikTok too. Search and AI tools that they use, more and less than average. So this group, Google's more than average.

It's actually unusual. In most, if you've watched any of the other videos, you'll notice that Google is often less than average and a lot of the AI tools more. But in this case, the reverse is true.

This is a Google friendly audience. They do a lot of searching. Claude, also popular.

The Opera browser, quite popular. DuckDuckGo searches, very popular in comparison. You can see the audience usage and affinity data in the section below.

That can really help you with where to distribute, as can the websites, in particular press and media. If you're thinking about where am I going to try and reach these folks. Substack is quite popular.

You might find some newsletters that are hyper relevant to the cacti world of Southern California. And you might also say, I know that Forbes and the Guardian, a couple of these others, I think the LA Times accept pitches. And so these are opportunities where if you've done unique research or you have a great pitch angle or a very unique product, you can do some of that.

You can also do advertising by looking at the high affinity websites and the hidden gems and going direct to these places. I find this especially useful if you're a niche player and you want to affordably reach an audience to ask them about sponsoring their email newsletter. Email newsletters still convert really well.

Get read. They get seen. It's a way to build brand affinity with a niche audience on a budget.

And of course, you can use this data inside your Google Ads or your Meta campaigns as well. All of this data is available inside our MCP. So if you hook up to Claude or you hook up to ChatGPT or Gemini Enterprise, you can take this data and do some of that content strategy planning, document building, research right inside your favorite AI tool using real audience data.