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Published June 10th 2014

Utilizing Brandwatch as a Content Management Tool

This Content Management Tool provides details about which keywords people most use in their search when they arrive on your blog

If you blog, you probably use a tool or free software – like Google Webmaster Tools – that records metrics like impressions, clicks, views and the geographic location of each viewer that visits your site.

However, if you look to understand the relevance of your own content on the internet as a whole, you might find that Google Webmaster Tools come up short.

My blog, Music Historian, focuses on publishing interview articles with relevant bands on the independent music scene.

Although Google Webmaster Tools successfully suggests which of my original content is most relevant among viewers, it does not provide detail about which keywords people most use in their search queries when they arrive onto Music Historian’s landing page or rank on the search page.

Brandwatch fills the void by showing me how keywords and queries about a relevant band are organized within available content which supports those queries, i.e. articles published by another online outlet, or social media posts.

How does Brandwatch exactly help publishers?


Through providing one of the best user-friendly platforms.

Just like I would do with the simple version of the Google Keyword Tools, I entered search terms relevant on my blog like Imagine Dragons, Ben McKee, and Hannah Winkler – to name a few – into Brandwatch’s search query and found that it turned up only 80 content results.


This means the content I have is on the low end demand regarding available content on web searches.

Like demonstrated above, the results Brandwatch generates can inform publishers about the most relevant keyword search queries and how the writer can effectively update their own content.

What does a publisher now do once the search results on Brandwatch alert them to produce more relevant content? Honestly, this is up to the experienced publisher.


Personally, I thought about how Brandwatch would fit my project of creating an article that could have the same success as the one I composed about Imagine Dragons. I came to the following conclusions:

  1. Identify a popular and highly publicized New York City event that brought together the most popular bands.
  2. Identify bands I heard on the radio, who also have a substantial social media presence, and published press material online.
  3. Contact the publicists and managers of all the bands coming to the event for a possible interview.

Naturally, each publisher must utilize Brandwatch in a manner that works for them.

I will leave you with one more piece of advice to help you decide whether this social measurement tool is best for you …

In 2011, Google launched its first algorithmic change, one that would rank a webpage on Google search based on the popularity of the keywords and its content.

Today, keywords no longer dominate successful SEO.

Nowadays, content rules.

The content must answer the questions or queries people enter in search engines.

For this reason, I feel confident the most successful publishers are putting up content that is relevant among the majority of viewers, and Brandwatch can prove helpful in this arena.

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