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“Quickly gives us an idea of content that will resonate with our audiences and the most efficient channels to deliver it on”

Gabriel Authier

Global Brand Manager

“Continuously informs our social and advertising strategies”

Jaime Parson

Director of Marketing Insights

“Pivotal in improving our client's media strategies”

Gemma Philpott

Assc. Director of Strategy

“Mind blowing! Helped surface a lot of great insights”

Chris Mikulin

Co-founder

“Strategic insight that helps my team move fast without hesitation”

Martin Brueckner

Global Head Spots Communications

“Lots of actionable insights. Very Impactful.”

TJ Walker

Founder & CEO
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“Quickly gives us an idea of content that will resonate with our audiences and the most efficient channels to deliver it on”

Gabriel Authier

Global Brand Manager

“Continuously informs our social and advertising strategies”

Jaime Parson

Director of Marketing Insights

“Pivotal in improving our client's media strategies”

Gemma Philpott

Assc. Director of Strategy

“Mind blowing! Helped surface a lot of great insights”

Chris Mikulin

Co-founder

“Strategic insight that helps my team move fast without hesitation”

Martin Brueckner

Global Head Spots Communications

“Lots of actionable insights. Very Impactful.”

TJ Walker

Founder & CEO
Scroll For More

Ideating Running Content With Search Data

July 1, 2020
Sport & 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

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