An excellent piece from the guys at Drift who detail how they shifted their blog strategy this year and are reaping the rewards of that move.
Its easy for marketers who have vast amounts of data and keyword intelligence behind them to make choices on exact keywords to target. While this can be very successful in itself other companies are using a different approach and focusing on high level themes that their personas are interested in reading instead of the content that you might get ranked for on Google. The key point on this content is to make it 10x content, that is, 10 times better than the next best piece on that particular topic.
Drifts results speak for themselves and their blog is an excellent read for anyone in the Sales and Marketing space.
If we set out to build a content strategy around high traffic keywords in this space like "live chat" or "messaging app" we'd still be sitting at a few hundred visitors a month with all of our content buried somewhere in the depths of Google search results. So instead of hunting a list of keywords like that, we made the decision to focus on topics that were relevant to our target audience (like product marketing, growth marketing, product management and sales) and then building out a library of great content around each particular topic.