In our Fireside Chat, our CEO Nicolai Kuban publishes weekly practical tips for your content marketing. You can find all the information you need here.
Done! The marketing strategy is in place. The next step is to find topics that can be turned into content that is useful for achieving the company's goals. The only question is how to find such ideas.
Analytical tools and software solutions bring you a big step closer to researching topics. This is because brainstorming can, may, and should even be divided into two parts. On the one hand, relevant content ideas are fed by data. On the other hand, they are fed by existing knowledge that has been lying dormant and unused in the company until now.
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Data-driven brainstorming
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 for specific brands and products.
- Search volume for specific search terms that are intended to bring users to the content pages.
- Questions that users (might) ask about companies, brands, products, and services
- 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 determine what users are searching for and what they find interesting, helpful, and convincing. However, it may be just as exciting to utilize the pool of knowledge that many content marketers easily overlook, even though it is 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 work together like gears. This dynamic can also be tapped into when brainstorming relevant, meaningful content pieces by utilizing cross-departmental resources.
To this end, employees from marketing, customer support, product development, and the sales team should be consulted or even brainstorm together. This output can then be channeled into content ideas. To ensure that the topics developed are likely to work, the results of the internal company research can, of course, be compared with existing data from data-driven analysis.
Other input channels for finding topics for relevant content include external sources that are nevertheless closely related to the product, service, or brand: namely, the target group and existing customers. They should be encouraged to provide feedback or reviews via surveys or newsletters. This will result 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 your competitors' marketing successes. What they do well can certainly be done a little better. What they do poorly, anyway.
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