(example of keyword results for "leadership" using Wordtracker.)For columnist and writers, this can mean writing your article first and then analyze what keywords your article contains. From there, do a search on various keyword performance analysis tools to assess their popularity and make the necessary revision. This can also be done the other way around where you research the idea you have in mind first, before actually writing it.
In the end, the purpose of doing this is to ensure that your article will rank high on search engines and be found by readers who need such information.