As a doula, it can sometimes feel like a challenge to figure out exactly what kind of content will resonate with your audience. What are your potential clients curious about? What questions do they have as they approach childbirth? Well, there’s a simple, free way to tap into the minds of your audience — and it’s sitting right at your fingertips: Google.

In this blog post, I’ll walk you through how to use Google to uncover the questions your clients are asking and how to turn that information into content that builds trust, engagement, and ultimately, clients.

Step 1: Start with a Simple Google Search

The first thing you’ll want to do is head to Google and type in something relevant to the stage of pregnancy or postpartum your potential clients might be in. For example, if you’re targeting clients who are preparing for birth, a good search term could be:

“questions in the third trimester”

Hit “Search” and take a look at the results. Google will give you a list of common questions or articles that address the very topics pregnant people are searching for. These can provide you with ideas for blog posts, social media content, or even educational resources to share with your clients.

Step 2: Check Out “People Also Ask”

Now, this is where the real magic happens. Scroll down a bit on your search results page, and you’ll notice a box labeled “People also ask.” This is an incredibly valuable resource because it shows you the exact questions people are typing into Google about that topic.

For example, when I searched “questions in the third trimester,” Google suggested questions like:

• What should I ask my doctor in the third trimester?
• What are the most common third-trimester issues?
• When should I pack my hospital bag?

Each one of these questions is a content idea waiting to happen. You could create blog posts, Instagram reels, or Q&A sessions around these frequently asked questions.

Step 3: Don’t Forget the “Related Searches”

Once you’ve gathered ideas from the “People also ask” section, keep scrolling down a little further to find another hidden gem: the “Related searches” section. This area shows you even more things that people are searching for around your topic.

For example, if you searched “questions in the third trimester,” the related searches might be things like:

• Third trimester checklist
• Signs of labor
• Third trimester must-haves

These search queries give you insight into what your audience might be worrying about, planning for, or preparing for. You can create content that directly answers these questions and addresses their needs.

Step 4: Create Targeted Content Based on Your Research

Now that you’ve collected a list of questions and topics directly from Google, it’s time to create content that answers these questions.

• Blog posts: Dive deep into a single question or topic and provide a detailed, insightful answer. For example, a post like “10 Questions to Ask Your Doctor in the Third Trimester” could be highly engaging for pregnant people.
• Social media posts: Break down the topics into bite-sized, shareable pieces of content. Post a quick Q&A reel on Instagram or a carousel post outlining the top signs of labor.
• Educational resources: Create downloadable guides, checklists, or infographics to give your audience a valuable take-away. For example, a third-trimester checklist could be something your audience refers back to regularly.

Bonus: Keep an Eye on Trends

Using Google this way also helps you stay on top of trends and evolving questions. As more people ask similar questions, Google’s results will update over time. Keep revisiting these searches to stay relevant and ensure your content aligns with what people need now.

There you have it — a free and easy method to understand what your doula clients want to hear about. By using Google to search for common questions, checking the “People also ask” section, and exploring “Related searches,” you’ll have a treasure trove of content ideas that directly speak to your audience’s needs.

Not only does this make content creation easier, but it also helps you position yourself as a knowledgeable and trusted doula, one who provides valuable answers to the questions your potential clients are already asking.

So, go ahead, give it a try. The next time you sit down to plan your content, take a few minutes to explore what your future clients are searching for — and create the content that will meet them where they are.

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