Consumers continually use their phones, computers, and smart devices to seek out information and answers to their questions. All of these searches provide an opportunity for a website with relevant information to provide the best answer. For the past several years content marketing has been a hot topic. Companies have been pouring time and energy into generating content on websites and social media with the goal of converting visitors into prospects. But how do you figure out what your target audience is looking for and what content they will find value in?
Developing topics to feed the ongoing demand for new content may prove just as difficult as writing the actual content. Researching what interests your target audience is key during this process. Below are a few tips to help you generate ideas for content that your readers will find valuable.
Interview your sales and customer service teams
- What pain points do your customers have?
- What solutions is your company providing for customers with your product or service?
- What are common questions that customers have?
- What are some of the benefits of your product or service over competitor alternatives?
Look for content gaps in your current website
- What questions are left unanswered for your reader?
- Are the solutions and benefits provided by your company clearly stated?
Analyze your websites analytics
- Are any search terms or phrases consistently used?
- Which pages have a high exit rate?
- Look for which pages have the highest conversion rate and compare them to those with less conversions.
Perform a competitor analysis
- Review competitor content to identify areas that you can provide more valuable information to your audience.
- Enter your target keywords and the site will suggest content ideas based on recent online searches. The tool is free to use for a limited amount of searches
Google Search Your Target Keywords
- Review the “People also ask” questions in the zero position
- Review the “Searches Related To” phrases at the bottom of the page
Even with the tips and tricks from our team above, coming up with new ideas will continue to be a challenge for marketers. At Cutwing, we suggest creating a content library which you can reference for repurposing material. This cuts down on the time developing new topics and allows you to present and expand on content you already have in a fresh new way. Check back next month for more information on organizing your content library, repurposing previous content, and identifying evergreen content.
Cutwing Marketing helps clients with content planning and creation for websites, blogs, social media, events, video, and email marketing. To learn more visit us at, https://cutwingmarketing.com/services/content-marketing/ and don’t forget to follow us on Facebook, Twitter, and Instagram!