As a marketer, you are often told how engaging content is key when it comes to reaching your target audience. Blog posts, interviews, e-books, video snippets, quizzes, customer case studies, infographics - the list goes on.
While the choice of title, URLs, determining which part of the shopping cycle you are targeting, SEO and the visual are important components, perhaps it is step one that's most important; to actually come up with a relevant topic.
If you fail to do so, the rest does not matter.
So how do you actually come up with content ideas that have not been rewritten 100 times already? How do you find out your target audience's pain points? What do you do when creativity doesn't flow?
We give you...6 tools for content brainstorming:
1. Answer the Public
5. Google Trends
6. Portent's Content Idea Generator
Answer the Public
An excellent tool for finding what questions your target audience has, related to a chosen topic. After all, engaging content is often about answering people's questions and thoughts.
In short, to help with what gnaws at them.
Therefore, a good idea is to keep track of what people are Googling for. Answer the Public, with its special landing page, is a way to go about approaching your target group's pain points and thus, creating future content topics: https://answerthepublic.com
Another easy service to use is UberSuggest. Enter a keyword and UberSuggest will give you a whole bunch of phrases containing your chosen word.
The function is normally used for digital advertising, but can also be used to get a better idea of what kind of searches people are doing related to the topic you are planning to write about, and to what extent the topic has previously been addressed.
By looking at the most engaging hits, you also get an estimate of how difficult it is to compete with existing search hits SEO (i.e. how high the chance is to rank high on Google). https://neilpatel.com/ubersuggest/
One of the more effective ways of finding topics that are engaging is through media monitoring and social listening. From a marketing perspective, watching traditional and social media can help you better understand your target audience and answer questions such as:
-Who talks about our service and the problem we are trying to solve? How? What related topics are mentioned?
-What kind of content do people share? What formats do our target audiences use?
-How do our competitors choose to reach their audience? What works and does not work? How can we do better and distinguish ourselves from their communication?
-What clear trends or themes can be distinguished by what our target audience discusses online and the content they choose to engage with?
Maybe you are already monitoring your brand, your market or your competitors through an external monitoring tool. Why not also monitor your target audience from a marketing perspective? This way you avoid the mistake of assuming what people want to see or read about and in what format.
The word cloud that is offered in our Notified platform, among other things, can also help you identify related topics that are being discussed. This includes inspiration for new topics, but also the opportunity to study the structure and format of the content that reaches through the noise, as well as inspiration for keywords to include. www.notified.com
Avoid reinventing the wheel. In addition to creating your own content, an important aspect of your communication work is to link to others who create interesting content for your target audience, and build on it.
Notified has excellent tools for finding interesting content to share, but some who have taken it a step further are Scoop.it. In a very intuitive and simple way, this service helps you find the most engaging content in your particular niche. With their content reports, you get daily inspiration for interesting content to republish and / or contribute your own niche within. http://www.scoop.it/
Google Trends is a great way to find the most up-to-date topics right now. If you can link a highly popular topic with your target audience's pain points, the likelihood is that you will reach both relevance and interest.
Through "related topics" you also get news about similar searches as trends. https://trends.google.com/trends
Portent's Content Idea Generator
If you are looking for a quick way to produce a humorous and catchy title, or a more fun angle on a popular subject, look no further. Portent's Content Idea Generator gives you suggestions on titles that stand out in the crowd and capture people's interests.
The tool can also make you think outside the box when it comes to layout and approach. https://www.portent.com/tools/title-maker
Notified was founded in 2010 and quickly became a disruptor in Sweden and across the Nordics. From the beginning, our goal has remained the same: to create a truly unique platform for PR and marketing professionals; one that delivers deeper, more actionable insights from social data and earned media, and brings the entire communications workflow into a single platform. In April 2019, Notified was acquired by Intrado, a global leader in digital communications.