Competitive research

There are two main ways I go about uncovering what my audience is looking for:

  1. Competitive keyword research
  2. YouTube + Pinterest

While I cover both of these techniques in much more detail in the DTC Content Creation course, let’s briefly go over what each of them involves.

Competitive Keyword Research

This is basically the whole gist of SEO. You look to see what kind of keywords your competitors are ranking for and that gives you an idea of what things your audience is searching for.

It really is the most optimal way to figure out what you should be writing about without having to guess.

Surprisingly, many people like to be unique butterflies and come up with their own content ideas.

There is nothing wrong with that as long as you also tackle the things that you know your audience wants.

It’s like opening a grocery store and you decide you only want to sell produce from New Zealand. It’s okay to have some Wisconsin cheese in stock as well.

You might be worried that you need to pay for a tool to see what your competitors are ranking for but you don’t.

Ubersuggest is a free SEO tool that you can use to help you uncover those magical topics that your competitors are getting traffic for.

It’s simple to use so I won’t dive into detail in how I use it here. Just find a site that you like or one that you will feel you’ll be competing against and plug in the URL for it.

Ubersuggest will show you the keywords that it is ranking for.

What’s awesome about these tools is that not only does it give you an estimation of the search engine traffic (organic visitors) the site gets, it also shows you Pinterest shares for content.

It’s safe to assume that the organic traffic estimates are on the low side because the tool doesn’t really know how many people are clicking the search engine results.

I often find that the numbers I get are off by a factor of at least 2x but that’s not important. You can simply use the tool to give you an idea of what topics your audience is searching for.

YouTube + Pinterest

Did you know that YouTube and Pinterest are the #2 and #3 search engines in the world?

It’s true.

That means people go to those sites to find solutions to their problems.

What’s awesome is that these sites show how well a piece of content is doing.

On Pinterest, you can see the amount of repins for a pin by clicking on a pin. On YouTube, you can see the number of views a video gets.

Now, you have to be careful with the things that you search for and sometimes you have to look at other metrics like publishing date to help give you the full picture of the content, but these tools are great at helping you find content that works.


None of the tools I mentioned cost you a penny. Yes, I do use tools that I have to spend money each month on but that doesn’t mean you can’t do well with free tools alone.

The point is that these tools help give you a better idea of what your audience wants and the whole goal of your business is to provide your audience with what they want.

When people start a business they spend so much time focusing on what they want thinking it’s what their audience wants, that they end up realizing they are getting nowhere fast.

You can skip all of that and just get right down to what works.

If you want to see a spreadsheet I use to help me keep track of these things then you can find one right here.

If you’re wondering what everything means in the spreadsheet above, it involves things covered in both the SEO and Content Creation courses that you can find within DTC.