Ideating Running Content With Search Data

Key Takeaways

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Content & Messaging — Answer the Audience’s Questions: In the Running Content Case Study we determined that educational/tutorial style content pieces are often some of the highest performing posts across all major social platforms. Taking inspiration from the audience’s Google searches & reddit advice threads around niche run-related topics can help ideate top-performing content. 

Based on our analysis of Google search data, consider creating content ‘buckets’ to answer these audience questions:

• Hardware & Apps: Which pieces of gear & which apps suit various types of runners and their specific needs?
• Recovery & Pain: How can runners enjoy & achieve while avoiding pitfalls? Do any ambassadors have advice?
• Motivation: What gets a runner up in the morning? How can they dig deep and draw inspiration to push farther?
• The Soundtrack: How do different types of runners use music, podcasts, and audiobooks to enhance running?
• Training Routines: How should training vary depending on different runners’ goals?
• Gear & Apparel Pitfalls: What are the downsides of various types of gear? Address the actual pitfalls.
• Conditions: How should runners deal with various weather conditions? Do they need special gear or training?

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 The most popular questions being asked on Google about running are related to health & fitness, more specifically about weight loss and strength training.

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Digging deeper, the specific questions that runners are asking about health & fitness on Google are:

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Digging deeper, the specific questions that runners are asking about clothes & gear on Google are:

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Digging deeper, the specific questions that runners are asking about comparison, tips & tricks and recovery on Google are:

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  The most popular questions being asked on Reddit about running are related to training, more specifically about endurance and pacing.

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Digging deeper, the specific questions that runners are asking about training on Reddit are:

Endurance

• Any good workouts for increasing leg endurance? 
• How to gradually build my stamina again?
• Is training in high heat beneficial to endurance running?

Pacing

• What kind of pace to set for a consistent run?
• Is my half marathon goal pace realistic? 
• Have been struggling to hit my normal pace, what am I doing wrong?

Running Faster

• Getting quicker, but how? 
• How do I get faster?
• Do your easy runs get faster?

Longer Distances

• Recovery runs while increasing mileage? 
• Advice for going longer distance? 

Marathons

• Marathon possible in four weeks?
• Just completed a half-marathon PB and wondering how one should feel during/after PB effort?

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Digging deeper, the specific questions that runners are asking about clothing & gear on Reddit are:

Shoe Recommendations

• Hoka EVO Speedgoat vs Hoka Torrent 2 vs Peg 36 Trail? 
• 6 foot, 260 lbs man looking for trail runners? 
• Switching between minimal and normal running shoes? 

Shoe Injuries

• New running shoes rubbing on both outside ankle bones - do I need to return or will they “break in”?
• Hot feet after 4K mark. I have good fitting shoes but still makes me uncomfortable. 
• New running shoes and calf pain

Clothing & Accessories

• Running socks - worth the investment?
• Which high-end running shorts are worth the money?

Fit

• How long till you decide if new running shoes are a good fit for you?

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Digging deeper, the specific questions that runners are asking about apps & tech, recovery, motivation, stretching and audio on Reddit are:

Apps & Tech

• Anyone have recommendations for an Apple Watch run app?
• Fed up with Endomondo as the service is dying - what’s next? 
• What watch/app combo do you use?
• Runners, what is your favourite app to keep track of your runs?

Recovery & Pain

• Unusually tense and sore quads immediately after short run? 
• Anyone have a good injury recovery training schedule?
• What is your self care routine after a run?
• Tips for very sore thighs / top of legs after running?

Motivation

• How to get motivated after time off?
• Got frustrated after running. What do I do?
• How do I get out of the “I hate running” mindset again?
• Any ideas to stay motivated running in a city centre?

Stretching

• Is stretching a waste of time?
• In need of a time effective post run stretching routine?
• What’s your mobility/stretching routine?

Audio

• Who here listens to audiobooks or podcasts instead of music while running?
• Best running audiobook?
• Favourite running podcast?
• What are your favourite albums to run to?