The third method is to implement structured feedback loops. So this can look quite different in different businesses. For us, we want to encourage the go-to market teams to kind of give us feedback on a regular basis in terms of what they think people would benefit from throughout the funnel. So we have a sales team and a customer success team, and we want them to be giving us constant feedback on what they think the gaps in our content are and how we can best fill those.

So something we do is we have a Notion board, and then they can add requests using a format that we've set out, and then once those requests have been approved by the content team, they move directly into our content calendar. But if you don't use Notion or you don't want to do all of that build-in, another good option would be to create a Slack channel specifically for those content ideas. Or you could have Google Docs. You could have like biweekly meetings where you discuss any feedback throughout the process. And yeah, just lots of things like that. Just giving the team repeatable opportunities to contribute to the content plan because they are the people that speak to your customers every day, so they have that untapped knowledge.

The next section we're going to talk about is how you can apply modifiers to your keywords to enrich your keyword lists. So there are lots of different modifiers, and what this will look like will depend completely on your business and your audience.

But for us, we use a few different ones. So you could modify by industry. So one example of this would be nonprofit project management software. So you can kind of add that industry there, and you can use industry-specific examples. You could refer to customers you already have in that industry, add social proof, things like that. That would all be in an industry-specific page.

But we also do the same for personas. So HR project management software, this would be an opportunity for you to talk through,