Content Marketing

Bexi's Guide to Content Ideation

Bexi's Guide to Content Ideation

Alright. You've developed your marketing strategies, but where do you get started with your content? How do you figure out what content's going to be most valuable to your audience? It's all about ideation.

Ideation is the process of identifying and developing out the content that your audience is most likely to be interested in. It's also the process of altering and evolving your content depending on which content is most successful. Here's what you need to know.

Look at Your Existing Content

Which articles on your site are already drawing the most traffic? Are there areas related to these articles that you can explore? Adding on to your existing content can be a challenge because it means that you need to avoid cannibalizing traffic from one content page to feed another. Regardless, it can give you key insights into what information your audience is looking for.

Think About Your Core Audience

Refine your audience demographics and then think about the information that they might be looking for. If your core demographic is 25 to 35-year-old parents, they may be interested in finding good schools for their children, purchasing their first home, or even introducing a pet to their child. What content could you create that would draw in the audience that you're most interested in attracting? And is that the audience most likely to be interested in your product?

Investigate the Questions Being Asked

Another way to determine what content people are interested in is to pay attention to the questions already being asked. If your business, for instance, centers around "real estate in Ontario, CA," you could look on forums such as Yahoo! Answers or Quora to find out what questions people are asking about "real estate in Ontario, CA." Dig down into the comments to see the concerns that people have—in addition to the answers that they're receiving.

Look at the Competition

There's nothing wrong with taking a casual look at your competitors to see what information they have on their site. Try to identify gaps in what they do have or areas in which your content would differ from their own. If you simply copy their pages, you'll be competing directly with them in terms of SEO. If you can identify areas in which they haven't provided any information, you can easily capture that space.

Use Content Ideation Tools

You don't have to be individually responsible for all of your content ideation. There are online content ideation tools that you can feed keywords into and get suggestions back from. HubSpot, for instance, offers a free Blog Topic Generator. You aren't going to get any in-depth ideas this way, but it's enough to get you started. Building your content marketing is going to take both time and experience. There's no fast and easy fix.

Many marketing professionals spend decades learning to refine their ideation skills. Sometimes it really just takes work: you may need to throw a lot of content at a wall and see which content sticks. By continuously adding content and chasing down your marketing metrics, you should be able to evolve a solid content campaign over time. For additional marketing information and to get started, contact the experts at Bexi.

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