How To Ensure You Never Run Out of Content Ideas
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Content. It’s a critical component of almost all of our marketing efforts, yet we all struggle when it comes to creating a consistent content plan. This presentation takes dive deep into how everyone can more efficiently identify content goals, ideate topics, and leverage promotion in the right places.
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How To Ensure You Never Run Out of Content Ideas
- 1. How to Ensure You Never Run Out of Content Ideas: A Workshop
- 2. AGENDA 1. CONTENT MARKETING 2. CONTENT & SOCIAL 3. STRATEGY DESIGN 4. TOPIC IDEATION 5. WORKSHOP
- 4. Why Do We Create Content? ● Build brand awareness ● Grow a bigger audience ● Get more engagement ● Generate more leads ● Generate more sales ● Recruit top talent ● Improve internal collaboration ● Improve our customer service ● Learn more about our customers ● Improve organic search
- 5. What Makes Content Valuable? ● Practical / Useful / Educational ● Funny / Heartwarming ● Inspiring / Uplifting ● Controversial / Surprising / Scary
- 6. Informative
- 7. Entertaining
- 8. Infotainment
- 9. Content & (Paid) Social Media
- 10. Content & Social Media Are Married
- 11. Informative & Entertaining Themes
- 14. Questions 1. WHAT are we trying to accomplish? Goals 2. WHO are we trying to reach? Audience 3. WHAT are we going to talk about? Topic Clusters 4. WHERE will we put it? Distribution 5. WHO will create it? Responsibilities
- 15. Goals ● Build brand awareness ● Shift sentiment ● Provide customer service ● Generate leads ● Assist in the sales process ● Improve quality of applicants
- 16. Audience ● WHO are they? ● WHAT are their interests? ● WHEN are they online? ● WHERE are they online? ● HOW do they behave online? ● WHY do they engage with content?
- 17. Topic Clusters ● What are the overarching themes and how do specific ideas and theories fit into them?
- 18. Distribution Channels ● Owned ○ Your company’s blog, website, email newsletter, organic social media, etc ● Paid ○ Paid social ads, influencers marketing, Google Ads, display ads, etc. ● Earned ○ Third party distribution through guest blog posts and podcasts, reviews, retweets and shares, PR pieces, etc.
- 19. Responsibilities
- 21. Research
- 22. Research Tools ● AMAZON BOOKS ○ Book outline ○ Reviews ● PODCASTS ○ Episode highlights and show notes ● YOUTUBE ○ Video descriptions ○ Comments ● FORUMS ○ Reddit, Quora, etc ● WIKIPEDIA ○ Table of contents ● TWITTER ○ Advanced search ● ANSWER THE PUBLIC ○ Keywords www.coredna.com/blogs/content-marketing-tips-blog-content-ideas
- 23. Research Tools: Example - Answer The Public
- 25. Research Tools - SEO Focused ● GOOGLE ○ Helps determine “intent” of keywords ● SEM RUSH ○ Topic Research Tool ■ Compiles a report of high-ranking sites and sub-topics ● AHREFS ○ Content Research Tool ○ Competitor Analysis ● CLEARSCOPE ○ Identifies relevant terms for sub-topics
- 26. Research Tools: Example - SEMrush (Paid)
- 28. Workshop
- 29. Collaborative Brainstorm Session 1. 5 minutes: First group member - tell others about your business, what your goals are, and what your customers experience (their customer journey, their expectations, and current pain-points) 2. 10 minutes: Other group members - help brainstorm content categories and specific topics. Use your outside perspective to ask questions and probe into what their customers may need content for. 3. After 15 minutes: Swap - Focus on a different group member.
- 30. Questions?
Notas do Editor
- First of all, why do we create content for our business? What purpose does it serve? These are really important questions because the content that we create should always be in service to our business. Reasons to create content include:
- Furthermore, the content we create has to be valuable to the reader/viewer, which will in turn make the reader/viewer valuable to your business. So what makes content valuable? When it triggers certain emotions and needs. Almost all content falls under two categories: Informative and Entertaining
- How do you take that information and apply it to social media?
- Content needs to be promoted. We put so much time an effort into creating a piece of content and then spend 5 minutes promoting it. No wonder it gets forgotten about. In reality, we should spend only 20% of our time to creating content, and 80% of our time promoting it to keep lengthen its lifespan. Social ads needs content - without it, there’s nothing to support your C2As. Who’s going to click to go to your website with a valuable piece of content to prove worth to the viewer? No one.
- We just learned about the two types of content, so let’s break them down even further - These types of themes work really well on social. It’s good to have a nice assortment of content themes to keep your channels interesting.
- But - none of that matters if your content doesn’t have good headlines. Headlines are probably the most important part of the content you create because they are what viewers use to determine whether they should look at it or not. Infact, over 50% of people ONLY read headlines before sharing content. Headlines are what provide a value promise to your readers/viewers. You need to make sure that your headlines clearly communicate the benefit you’ll deliver to the reader in exchange for their time.
- Before you can start ideating specific content pieces, there are 5 important questions that you need to ask.
- Mentioned this above.
- Owned: Have the most control over. Will very rarely see any sort of results by only using owned distribution methods. Paid: Have a good amount of control over. Can see results very quickly. Earned: Least amount of control. May take a long time to see results.
- Need a refined process for the entire flow of production so that you know who is doing what at each stage - starting from ideation all the way up to promotion.
- So many FREE research tools available. Stuff we use every single day, we just need to learn how to use them differently for this purpose.
- This tool we created mimics the Core DNA method in a few easy steps. Just have to find and replace our placeholders with keywords specific to your topic categories.
- More SEO focused tools to support our efforts.
- SEMrush has a very powerful Topic Research tool within their Content Marketing Toolkit. It allows you to enter in a keyword and it generates a report with all the top ranking sites about that keyword. Furthermore, it categorizes the info into subcategories and provides the search volume for each one. This is a very useful tool, especially if you are trying to improve your organic SEO as well (which you probably should be). It allows you to create content that people are actually searching for so that you can improve your results within both social and search.
- Take that info and put it in an editorial calendar.
- Take the ideas from your group members + your own and start filling in the editorial calendar. Categorize topic ideas based on overarching topics. Use the keyword research tool to find more topics.