It’s a well-known fact that content marketing is the best way to grow your business — and your content marketing strategy is only as strong as your ability to create compelling, unique, and useful content consistently. But with so much content saturating the Internet, how does one create new ideas for websites?
In this article, we'll talk about the following:
- Why doing your market research is essential
- What makes a good content marketing strategy
- How can you generate your content ideas using question-based topics
What Makes a Robust Content Marketing Strategy?
Content marketing is the art of creating and distributing valuable, relevant content to attract and retain customers. Every company needs a strategy to create compelling content that will resonate with customers and drive them to take action. But how do you know if your content is going to be effective?
To ensure that your content is resonating with your audience, it needs to be:
Relevant: The most important aspect of creating relevant content is understanding your audience. If you don’t know who they are or what they want, it will be impossible for you to ensure that your content is relevant to them.
Valuable: A valuable piece of content has some value for the reader beyond just being entertaining or informative. It can help solve a problem or answer a question for them, which helps them become more engaged with the brand.
Unique: Your content should have its voice—it should not sound like every other copy. This means ensuring that it contains original ideas and insights specific only to your brand’s voice and point of view on a particular topic.
Consistent: Make sure that all of your content is consistent with your brand voice and tone, which will help readers know what to expect from the content and help them feel more comfortable engaging with it.
Do Your Research First
The key to effective content creation is to understand how your audience thinks and what they want to know. This is where you need to do some research. And there are plenty of ways to do it:
- You can ask your customers for ideas
- You can check out what blog posts they are interested in
- Find out what social media posts they deem worth sharing
- Check what's trending in your industry
But if you want truly find useful information, there’s no easier way than using your old friend Google.
If you want to make your content marketing strategy work, then you need to know a special question to ask Google. Many people are searching for the same things online, which is a way to tap into it. You need to tap into searches related to your product and turn them into blog posts, research articles, or simply answer questions that your target customers might be asking. And this is where Google’s People also ask search box comes into play.
Generating Ideas for Content
Some days you’ll get great ideas, and on others, you’ll have writer’s block out of the blue because generating ideas for content can be challenging. Unfortunately, this happens to all writers, no matter how professional they are.
Whether you are a brand new content marketer or someone who has been practicing content marketing for many years, we all need to find ways to think up content topics relevant to our niche.
Some people create spreadsheets with headlines, h1, and h2 tags, but what other methods are there for generating ideas for content?
See What People Are Searching For
You’ve probably seen those nifty little boxes on Google. These boxes attract your attention to things you have a question about. And more importantly, they provide other topics surrounding your original question.
In the world of search engines, people ask all kinds of questions. So Google has devised a way to answer these questions by first answering the most common ones. This feature is called “People Also Ask.”
The idea behind People Also Ask is that if you have a question about a certain topic, then other people probably have it too. So, Google will show you what other people are asking about your topic and give you answers to those questions.
For example, if you search for content marketing, then under the results, they may show an answer from one of their “People Also Ask” sections. You can click on this answer, which will take you to an article with pretty good information about your question.
People Also Ask works because it shows you that your question is not just a random thought. Someone else had the same one and searched for it, too. This can be reassuring in itself, but it also gives you context for how much work there is left to do on a topic.
How to Use ‘People Also Ask’ to Generate Content Ideas?
Google’s ‘People Also Ask’ feature was first introduced in 2012 and is currently used by 21.9% of all search queries. This means there’s a good chance that your target audience is using it!
If you want to create a content marketing strategy that works, then using ‘People also ask’ is a no-brainer. Here are a few ways you can use this feature to create as many content ideas as you want.
Gauge the popularity of your topic.
When you use ‘People also ask,’ Google will show a list of questions related to yours. This gives you an idea of how many people are searching for this information and what questions they’re asking. You can then use this insight when creating content that addresses those issues in more detail.
See if there are any questions or search terms you didn’t think about before. Use the data to create additional content. If many people ask about a specific topic, you can create new content that addresses it in more detail. This is especially useful for blogs, which often have limited space for content.
Create videos or infographics related to your question-based content.
You can create videos or infographics that address the questions you found in your search data. This will help people find answers on their own, improving your SEO and keeping them returning to your site.
Get an idea of what people want to know about your niche.
This will help you write better copy that people can relate to. For example, if someone searched for “how do I write a blog post,” they may also be looking for advice on how many words should be in a post or what topics are popular on the Internet.
Extending the value of your topic in mind.
When you know what people are looking for, you can create content that provides more value than just the basic answer to their questions. For example, expanding your topic into different focus areas can provide more value and help people find answers on their own.
Create topic clusters and pillar pages.
Once you’ve identified some of the most popular topics and questions people are searching for, start building pages that answer those questions. As you build new pages around these topics, link them together using cross-linking techniques like internal links and breadcrumbs.
There are no surefire ways to know if content marketing tactics will work for your target audience. The key to creating effective content is to test and learn, be consistent and transparent, and ensure that you’re always building your brand’s value in the eyes of your customers.
As you perform each strategy, note which strategies resonate with your audience and why. Over time you’ll notice them returning again and again for more pieces of valuable content from you. While there never ends up being an answer to the question of what makes content effective, the above tips can help you find an answer that works for your brand.
It’s also to remember that a content marketing strategy that attracts customers starts with personalization. Of course, this is true of all content, but when it comes to customers thinking like them and knowing what they want, you will be able to generate the most effective content possible with the help of the ‘People also ask’ feature. With it, you can deliver that content in the best format for your customer’s needs and preferences to ensure a positive experience for your
customers and your business.
If you’re ready to start a content marketing strategy that will help your customers notice and get to know you, we’re here to help.
At Blue Crocus Solutions, we have tons of ideas for implementing content that is natural to your customers and encourages them to reach out to you about the services or products they need. We have a great track record of helping our clients boost their online visibility with an innovative approach to digital marketing. If you want to learn more about how we can help you succeed online, contact us today!