4 Hacks to come up with innovative content ideas
The most effective of marketing strategies call for multiple blog posts per week, sometimes even per day, as well as impressive and unique premium content in the form of eBooks, guides, infographics and video among others. With these high expectations, and not to mention intense competition, producing this much organic content can be a daunting task.
If you want your content marketing strategy to really stand out and be effective, you can’t just regurgitate existing copy either. In order to function as part of an effective content marketing strategy, content needs to be original, interesting, helpful, entertaining and relevant. That’s not all; they need to target specific keywords, too.
So with all this pressure to excel and exceed expectations, how do marketers constantly come up with innovative and exciting content ideas? Fortunately, if you’ve been in the content game for as long as we have you learn a few tips and tricks, and we’re more than happy to share them:
1. Use the Google AdWords Keyword Planner tool
Free to anyone who signs up for a Google AdWords account, this tool is a great content marketing resource and acts as an idea generator. Simply enter a keyword or key phrase you think your target market will use when searching for your product or service. The tool will then return a batch of related keywords and key phrases that people are actually searching for, plus a multitude of additional suggested keywords.
The Keyword Planner also helps you gauge which topics are worth blogging about by telling you how many people search for each keyword per month. You should aim to write at least one article or blog about each relevant key phrase generated.
2. Look at current events
Not only is topical content that relates to current events a great way to get many views, readers also love reading about current events – especially if it’s relatable to who they are or what they do. Keep an eye on both general and industry news and, wherever there’s a possibility to relate this to your product, service or industry, don’t miss the opportunity! The quest for original content also means not being afraid of being creative, if Donald Trump is trending on social networks and at social gatherings and your service is something like scuba diving, then find a way to connect the two like this blog has done.
In addition, writing blogs that comment on industry news is a great way to establish yourself as a thought leader.
3. Find questions to answer on social media
Often when consumers can’t find the help or information they need online, they turn to social networks for help. Facebook and Twitter are littered with posts along the lines of, ‘Help! Health-kick starts on Monday. Can’t decide if I should buy a blender, food processor or juicer – any advice?’
By scouring social networks you can base content marketing ideas on the questions your consumers are actually asking. As an added bonus, you can then join in the online conversation by responding to questions with some friendly advice and a link to your latest blog post.
Another way of doing this is to simply ask your sales reps what questions customers and potential customers are asking at the moment.
4. Write about ‘buying intent’
Writing solely about your product or service will get repetitive and boring after a while, not to mention that you’ll run out of topics quite soon. Rather create content that relates to buying intent. This means writing about topics that your target audience is likely to be interested in or challenges that they’re likely to be facing, and reading about these topics will eventually lead customers to what they actually need – your product or service.
For example, if you sell golf clubs, don’t just write about the different clubs and their specs. If you do, you’ll run out of things to say within a week. Instead come up with blog titles that prospective customers would find interesting, like “10 Best ways to store your clubs” or the clubs that famous players use.
In the game of content marketing, it’s the players who are on the ball, so to speak, who ultimately outrun their competitors. Now you know how to come up with unique content ideas, you can learn about other ways to optimise your content marketing in our Content Marketing Handbook.