Having a blog is a great for lots of reasons… Until you sit down at the keyboard and realise you are totally out of quality content ideas. Now your blog feels like the proverbial millstone around your neck.
It doesn’t have to be that way.
With a little thought and planning you can generate some quality content ideas that will keep you going for weeks.
Coming up with Quality Content Ideas is hard… Wrong!
Creating content can pretty easy; all it requires is some planning and thought.
Lots of marketers think about content as a ~1,000 word article.
It doesnt always have to be lots of words.
In reality, how the content is presented is secondary.
The primary goal when you sit down to create something for your website should be to Produce Powerful Content. Focus on how the content solves a problem for (one of) your Customer Personas. By doing this you take them a step closer to purchasing from you.
Regardless of the industry, product or service, before you try to come up with quality content ideas you should be asking yourself things like…
ONE – Who specifically am I targeting within my audience?
I mentioned Customer Personas above. I’ll be honest. I didn’t fully buy into Personas until I started putting time into creating my own ones. I initially created personas based on who I thought my target customer was.
After a while, I began to update my personas after each client meeting (prospective and paying) and networking event. I would add little insights that I took from real conversations. I’ve also started a persona modelled on an actual client and then added to it as I’ve met people with similar needs.
If you understand who you are trying to reach you’ll understand how you’ll be able to help.
TWO – Do you understand what your target audience needs?
This is where the personas will help you focus the topics of your content.
If you can positon your product/service as a solution it will mean more to your target audience.
Try not to think about the features moreover, explain the benefits of the product/service. This should give you plenty of quality content ideas.
Google recently began talking about Micro-Moments in the customers journey.
“Consumer behavior has changed forever. Today’s battle for hearts, minds, and dollars is won (or lost) in micro-moments—intent-driven moments of decision-making and preference-shaping that occur throughout the entire consumer journey.”
Google outlined that at the Micro-Moment, when people reach for the smart device, they ‘want to know’, want to go’, want to do’ or ‘want to buy’. Your content should capture how your product/service delivers a solution at that micro-moment.
THREE – How does my product/service provide a solution?
The majority of sales pitches include things like infomation about the company selling the product and a list of features of the product. All the attention is on the seller, not the buyer.
Its important to focus on the benefits of your products and services rather than the features.
For example, a feature of the early iPod is the 1GB of memory but the benefit of having this much memory is you’ll have 1,000+ songs available on demand.
FOUR – Reverse engineer quality content ideas from existing sources
You can use Keyword Research for Search Engine Optimization but it can also give you ideas for content based on what people are searching for.
Buzzsumo will tell you what content is being shared most based on keywords. Could you improve on this content? Can you create content more specific to the solution your product or service offers?
Google Trends will let you know whether you keyword is on the rise or fall and suggest alternatives that could be more relevant.
Frequently Asked Questions
Does your website have a FAQ page?
If you don’t, does a competitor?
Or you could survey your sales person/team about what customers ask most often during the sales process and equally what was the aspect/feature that appealed to the most.
If these are the questions people are asking the answer is your product/service positioned as a the solution.
Quora is a social network dedicated to the art of Q&A. You can search particular topics and find the most frequently asked questions. It is also a place for you to repurpose content by posting answers with links back to your site.
4 – Survey your existing Customers/Audience
The people that bought from you are probably the best source of inspiration for content. They have been through the buyers journey with and have used your product/service and clearly like it.
If you are active on social media you could tune into conversations using listening tools or searches.
5 – Influencer Generated Content
A popular content idea is one that features a number of industry experts giving their opinions on a particular topic.
There are so many benefits to doing this beyond the content itself.
It gives you the opportunity to reach out to an influencer, tag them in social posts when you are sharing the content that features them and builds credibility within your audience.
6 – User Generated Content
Seeing others use and enjoy your product/service is a huge endorsement. Consumers expect you to brag about your offering but they listen more when other consumers do it.
I’ve said it before in these pages… Content is the life blood of your digital marketing campaigns. It is your website’s oxygen.
You can only survive without it for so long. You will only get so far relying on other peoples content.
If you are serious about your online presence you need to commit the time and resources necessary to to make your presence online meaningful.
Hopefully the above content will help you come up with some quality content ideas.
What did you think?
Have you struggled to come up with quality content ideas?
Drop a comment below and let me know what you think.
Thanks for reading.
Also published on Medium.