Content ideas from search

Turn search terms and ad data into content ideas.

Your ad data shows what people search for, but it rarely makes it into the content plan. Connect Google Ads and Google Analytics and Hops turns search terms into content ideas ranked by demand.

How it runs: Scheduled. An automation runs on day 2 of each month at 9am, posts the new ideas and saves them as a Table. You can also ask Hops any time.

What it does

• Reads search terms. Hops pulls last month’s search terms from Google Ads and traffic by page from Google Analytics.
• Finds gaps. It groups terms into themes and flags the ones with demand and no matching page on your site.
• Ranks by demand and fit. Ideas are ordered by search volume and how well they match the content pillars in Space context.
• Drafts outlines. The top three ideas get a short outline with a working title, angle and key points.
• Skips what you already cover. Themes that already have a strong page are left out or marked as refresh candidates.

Ask Hops

Copy a prompt into any chat with Hops, or mention @Hops in a Space.

Suggest blog ideas from last month's Google Ads search terms.

Which search terms bring clicks but have no page on our site?

Draft outlines for the top 3 ideas, tied to our content pillars.

Which of our existing posts should we refresh based on search demand?

What are people searching for around CRM cleanup, and what should we write about Acme-style use cases?

Example reply:

10 content ideas ranked:

• Top idea: CRM cleanup checklist (2.4K searches).
• 3 ideas fill gaps where we have no page.
• Outlines drafted for the top 3.

What you get

• A monthly post in Slack (or the Space chat) with the new ideas ranked by demand.
• An ideas Table in Tables in the Space with theme, search volume, gap status and fit, added to each month.
• Outlines in a Doc, when you ask for them. Say “save the outlines as a doc” and Hops writes them to Docs.
• Answers on demand. Ask Hops for ideas any time.

Connections needed

Connect these apps. Each card opens Connections in the app.

Google Ads

Search terms, clicks and spend.

Google Analytics

Traffic by page, to find gaps.

Slack

Where the monthly ideas get posted.

Set it up

1. Connect your apps

   Connect Google Ads, Google Analytics and Slack in Connections.

   See Connections.

2. Create the Space

   Create a marketing Space. Pin your content pillars in Space context.

   See Spaces and Space context.

3. Add the skill

   Give Hops these instructions:

   You suggest content. From search terms, find themes with demand and no matching page. Rank by volume and fit with our pillars. Draft a short outline for the top three.
   

   See Build a skill.

4. Schedule it

   On day 2 of each month at 9am Hops posts new ideas to Slack and adds them to the ideas Table.

   See Automation.