As I said in my last post, in order for your blog to be successful, it needs to be consistent. Of course, that means that you will have to regularly create interesting, relevant ideas for content… and that’s just for  your blog! Add in other forms of content marketing like infographics, video and podcasts, and sooner or later the inevitable is going to happen, and you’ll find yourself in need of a content piece but without any ideas. In this article, I look at five ways to generate content ideas that will resonate with your audience and boost your engagement.

1. Answer the right questions

All good content is based around providing solutions to your reader’s problems. Content that solves the readers problem will position your company as an expert in your field, and help to build connections between the reader and your services. Solving those problems means knowing what they are, and a good way to discover that is to find the questions that your customers are asking. It might be the questions your staff are most often asked, the posts you get on your facebook page, the questions on your own FAQ page or even the auto-fill suggestions on Google when you search for information about your company. Wherever you find them, your customers questions are a quick link to their needs and drives, and content that addresses those needs is likely to perform well.

2. Keep an eye on the news

Content that is relevant and up to date is more likely to draw attention that content that is static or, worse, out of date. Keeping an eye on the news, especially your industry news, can help you generate content that is timely and that speaks to your reader’s experiences. Consider subscribing to some industry newsletters, but as always, be aware that you are writing content for your customers, not for yourself. Try to find the newsletters and websites that your customers will read on a regular basis, and use those to generate ideas for content of your own.

3. Check your analytics

Analytics are one of the best tools available to you as a marketer, especially when it comes to determining what content will be effective. Your analytics let you know how your readers are behaving, what they have found interesting, and what has left them cold. A look through the highest performing pages in your site and your blog will give you a good idea of what your readers are thinking and what they would like to see more of. Consider deeper dives into articles that have worked well in the past, and as in point one, consider the questions that they are looking for answers to on your site.

4. Write from experience

Your own experiences are a great source of content ideas that people will connect with on a more personal level. Telling stories of the successes, failures and struggles that you have encountered will humanise your business, let people get a glimpse of what is happening in your business ‘behind the curtain’, and provide the benefits of your experience.

5. Talk to your customers

Having a direct discussion with your customers will offer up a range of content ideas that might never have occurred to you. A talk like this will reveal the questions they need answers to – but it will also show how they think of your business, how they interact with it, why they come to you as a customer, which products they do and do not like, and a wealth of other information, all of which can make for great content that you can be certain will connect with the real people who are using your business.

Good content marketing is a process that keeps on going. If you would like to take your content marketing further, John Rowbottom Design and Marketing can help. To find out more, visit jrdm.com.au today.

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