There’s not a right or wrong way for developing great content marketing ideas. The bottom line is, your business has to generate ideas – the right ideas – to attract and engage customers.
Content marketing – the emails you send out, the blogs your business publishes, and the webinars you host (and more) – that is irrelevant or doesn’t offer buyers value is worthless content. And you shouldn’t bother to dedicate precious resources to generating it.
Why the push for content?
It used to be so easy, didn’t it? When SEO was king and content a young, unknown heir, all a business had to do was come up with a few strategic keywords, optimize the website, and voila. Search engines then ranked those websites with relevant keywords high on the chain of relevancy.
Now, it’s not so easy. Well rounded SEO services all draw on a blended strategy that includes social media sharing and liking, posting fresh content, linking, and more.
Content creation made easy
Creating the right content gets a host of results. Namely, driving consumer engagement, increasing conversions and generating revenue will be just a few of the outcomes of a strategic content marketing campaign.
So back to the question of HOW to generate content. As long as you’re pointing your efforts at the right target, here are some strategies for coming up with great content marketing ideas:
- Use Google’s new Search Console to come up with ideas for your blog, emails or landing page offers. Once you sign in (it’s free), you can look at the limited keyword data provided about your topic in general. Then, work with your marketing team to brainstorm related topics. For instance, ideas should center around problems your customers have or questions about how a product works.
If your business is selling pet products, perhaps one of the questions your customers have about the quality of dog shampoo relates overall to the keyword “dog shampoo.” However, responding to buyer objections or customer pain points go beyond these two simple words. Generate content ideas by listing problems, such as how often to bathe the dog, does its fresh scent last longer than other brands, and can customers use less of it so that it lasts longer (and save money)?
- Work with your sales team to discover common questions customers have about products or services, or the main objections prospects have before buying. Work out an email autoresponder series that’s sent out to potential prospects that essentially “unbox” the product. Create blogs that counter objections based on price, value and benefits. Position your business as the authority in the industry and customers will perceive you as the leader – the one to go to when they’re ready to buy or selecting between vendors.
- Go right to the source and get feedback from customers. Create surveys to generate content ideas by asking pointed questions about product value, need, provider authority, trust, the cost of a service, or the business’ customer service offerings. Send out emails requesting feedback or generate a campaign that reflects your business’ authority in the industry or handle not-ready-to-buy or don’t-need buyer objections. From the findings, you can generate discounts and offers, educational materials and social campaigns based on the content marketing ideas. These can then be passed to great content writers to implement.
With a wealth of data about your buyers and a list of content ideas to work from, begin to formulate a plan for content. Now, you may be facing a new problem: Organizing the ideas. But that’s a topic for another blog post.