How do you do Keyword Research for a company that creates a lot of content

[DerekSwanson]

I work for a media company that owns 4 magazines.  Our company is constantly producing new content. How do you do Keyword Research when the subject of your content is constantly changing?  Do you need to do Keyword Research or do you simply optimize every article that you write for the web?  Any ideas?

[MartinOddy]

The fact is, quality editorial is going to be doing a lot of the hardwork for you, particularly in the long tail. (Content is king, yada yada.) What you need to be worried about is making sure that content is accessible both to the three major search engines and, as is becoming ever more important, easily shareable.

If the content is in the form of articles or blogs, ensure that the template itself (probably generated by a CMS?) is optimised and free of any duplicate content or canonical issues.

Are the major on-page things - title, h1, image file names / alt text - in place and optimised on a per-article basis?

Is it easily shareable? FB, Twitter, major bookmarking services, RSS etc. Are these well positioned and performing well from a landing page optimisation point of view?