Ideating Running Content With Search Data

Facebook
Instagram
Snapchat
TikTok
YouTube
July 1, 2020
Sporting Goods & Outdoor

Key Takeaways

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?

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

Google - Most Popular Questions About Running

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

Search Questions - Google - Health & Fitness

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

Search Questions - Google - Clothes & Gear

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

Search Questions - Google - Comparison - Tips & Tricks - Recovery

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

Reddit - Most Popular Questions About Running

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

Endurance

Pacing

Running Faster

Longer Distances

Marathons

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

Shoe Recommendations

Shoe Injuries

Clothing & Accessories

Fit

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

Apps & Tech

Recovery & Pain

Motivation

Stretching

Audio

Added by: 

Recent Case Studies

Scroll horizontally to view more case studies →