Creation

How do I find meaningful content ideas?

In our Fireside Chat, our CEO Nicolai Kuban publishes weekly practical tips for your content marketing. You can find all the information here.

Done! The marketing strategy is in place. Then the next step is to find topics that can be transformed into content that makes sense for achieving the company's goals. The question is how to find such ideas.

With analysis tools and software solutions, you are already a big step closer to researching topics. Because idea generation can, may and should even take place in two parts. On the one hand, relevant content ideas are fed by data. On the other hand, from existing knowledge that has been lying dormant in the company until now.

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Data-driven idea generation

The most important tools for data-driven topic research are the analysis and evaluation of

  • Keywords that could be interesting for the company as such, but also brand and product specific,
  • Search volume of certain search terms through which users are to be brought to the content pages,
  • W-questions that users (might) ask in relation to the company, brand, product and service,
  • the keywords already successfully used in Google AdWords in order to link the content pieces to them,
  • Impressions, traffic, dwell time, interaction rates, ratings and social media trends.

All this data input can be used to work out what users are looking for, what they find interesting or helpful and convincing. But it's no less exciting to tap into the pool of knowledge that many content marketers easily overlook, even though it's usually right under their noses:

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Experience-driven idea generation

When a new product is to be developed and marketed, a wide variety of company departments must mesh like cogs. This dynamic can also be tapped in the brainstorming for relevant, meaningful content pieces by using cross-departmental resources.

For this purpose, employees from marketing, customer support, product development and the sales team should be interviewed or even brainstorm together. This output can then be channeled into content ideas. To make sure that the developed topics could work, the result of the internal company research may of course be compared with existing data from the data-driven analysis.

Other input channels for finding topics for relevant content are external sources that are nevertheless closely connected to the product, service or brand: the target group and existing customers. These should be encouraged to provide feedback or an assessment via surveys or newsletters. Because this results in very specific topics that directly affect the most important resource of any company: the end consumer.

... last but not least, it never hurts to take a look at the marketing successes of competitors. What they do well, you can certainly do a little better. What they do badly, anyway.

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All facts once again in the video

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Want to turn ideas into converting content?

Then we recommend our Content Marketing Academy, where you can train to become a certified Content Marketing Manager in just 6 weeks. Click here and apply today.

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