Issue link: http://targetlyhq.uberflip.com/i/323154
tion, and summarizes industry spec- ulation won't do much to stand out in the sea of similar Leap Motion con- tent. Instead, a piece that takes an an- gle on how Leap Motion will disrupt the way people consume content will stand out amongst the buzz surround- ing the top- ic. In gener- al, content that is timely and reactive to industry news can spur a lot of interest and debate if it's inter- esting and well-timed; but also consider that these pieces have a shorter shelf-life and are unlikely to receive much attention after their expiry date. Often times, the pieces that will make the most impact for your content mar- keting efforts is evergreen content: content that is timeless yet relevant to your audience. A great tool that can help you think of evergreen content ideas is the Google Keyword Tool. This tool allows you to search key- words and find their global monthly search volume to determine whether particular keywords are highly com- petitive (meaning that it will be more difficult for your content to rank highly amongst that key- word), or whether they have low compe- tition. Also re- member to filter your search based on the geographic location of your target au- dience. Ultimately, Google's Keyword Tool can provide good insight into what your target audience is search- ing for and what they're interested in. Best practice tip: It's generally best to find keywords that have high search volume and low competition. 4 Behind the Scenes of Content Marketing