Organic Content Opportunities in the MTB Industry – What's Working in Marketing?

Welcome to What's Working in Marketing by?RightMetric!

Once a week, we send out actionable tips to inform a more impactful digital strategy across paid, earned, shared, and owned channels - using the latest data from our research.

• Uncovering the top web content opportunities for the mountain biking audience
• Three tweets about social media updates to look out for this summer, four D2C reframes and how Airbnb used social listening to leverage organic content from one of TikTok's top creators

Web Content Opportunities For the Mountain Bike Audience?

Today, we're taking a look into mountain biking organic search strategies to identify how top players are generating traffic to their site through content.

Let's jump in!

Keyword & Topic Opportunities

Dropper Post, Wheels and Pedals are web content topic opportunities, generating high organic traffic with the lowest keyword difficulty.

Over-saturated web content topics in the Mountain Bike Audience in Q1 2023 include: Derailleurs, Forks and Chainlines

Web content topics to avoid in the Mountain Bike Audience in Q1 2023 include: Brakes, Everyday Carry, Damper, Chain Guide and Handlebars

Web content topics to ignore in the Mountain Bike Audience in Q1 2023 include: Components, Chain Ring, Rear Suspension?

Dropper Post Topic Opportunities

From November 2021 to October 2022, “dropper post mountain bike” (+13%) is seeing search interest increases from the first half to the second half of the period. Find a way to connect the functionality of your technology with the product in your content.

This topic is dominated by searchers looking to understand the purpose and use of a dropper post.?

Understand Dropper Post Search Queries

• Competitor products are present in hidden gem queries - note the benefits of your product in comparison. Other questions indicate a need for resources addressing product adjustments & education.?
• It’s important to develop content that addresses the root question while including your brand and noting gaps in competitor products to organically rank for their names.
• People want to know the easiest and best way to install or identify the best product for them. Build a unique piece of content, like a worksheet that takes them through the steps.
• There is an opportunity to educate prospective mountain bikers about the different elements of a strong bike. People are trying to understand what role specific elements play in the bike's overall setup, which can be great in a visual medium such as a YouTube video.

Content leaders for dropper posts are PDF manuals for measuring and a collection information page.

Key Takeaways

• Search Volume: This topic sees a max search volume of 2K.
• Search Attributes: 89% of searches included queries focusing on simple “dropper post” keywords, with 11% searching for manuals or guides.??
• Industry Topic Trends: In an industry analysis featuring content outside of chosen competitors, content with 1K-2K words saw +30% more average engagement. Profiles on how a road biker used a Fox Dropper Post in a UCI competition generated over 14K shares across 6 articles.
• Content Tactics: Rockshox generated organic traffic through a PDF guide whose content ranks organically, acting as a worksheet to identify how to “find the seatpost length that fits your bike frame”.

Want insights like these—but?customized?to your brand, your audience, and your competitors?

Check out our menu of custom research reports!

1. Social media updates you need to know going into the summer

?2. Four D2C reframes

?3. How Airbnb used social listening to leverage organic content from one of TikTok's top influencers

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