By now, your business has been bombarded by digital marketers who profess that “Content is King” and that in order to be found in search listings, you need to create and publish new content on a regular basis.
You know that search engines like Google and Bing crave new forms of content to satisfy the individual user’s search intent.
But how can you possibly continue to come up with ideas to create content around? Isn’t there only so much you can talk about?
The answer is NO!
There are always new subjects to explore regardless of what industry your brand lives within. Figuring out how to discover new topics, reshape old concepts and create new versions of outdated ideas can be easy to do when you know how to access the right channels of information and ideas.
Taking the time to research ideas that you can create fresh content from provides an excellent opportunity for your brand to maximize its retention and conversion rates.
Here are five ways that you can monitor your target audience and create content that they care about and will engage with through social sharing.
1. Explore the social hemisphere
Brands can also use these social spaces to research and monitor their target audiences’ behavior and interests.
Check out a handful of your followers on your social profiles and see what comments they have made in the past week. See where they have left comments, what questions or concerns they expressed and then create content that addresses these concerns.
If your brand sells hiking boots, see if anyone on your Facebook account has “liked” a particular hiking fan page. If so, you can create content that speaks to the specific group the user liked or draw ideas from the group by creating articles that speak to the top places for expert hikers to explore.
Basically, use your social networking profiles to research and study your client’s online behavior. People love to express themselves on social spaces and this method will provide you with a quick and easy way to get in front of any and all unfulfilled areas they may have.
2. Visit a customer review section or website
As the old adage goes, “If there is something people can complain about, they will.”
This is completely true and provides a world of opportunity when looking for new subjects and ideas to create content around.
Set up the ability for online users to contact you with any questions or concerns they might have through e-mail or an open forum. Whatever questions your clients have can easily convert into a full-length article that speaks to their issue(s), presents a solution(s) and shows them how they can resolve their issues by contacting your brand.
Other ways to scope out consumer concerns and questions is to explore your competitors’ online properties for any comments or testimonials that relate to your audience and their needs.
3. Offer surveys
Creating brief surveys for your online visitors to interact with is a great way for you to understand what subjects can be discussed to a greater degree. Simply offer your online visitors a number of questions that relate to your brand and their personal experience progressing through your site. Then create content around each answer.
If you are concerned that your online visitors will not respond to the survey, offer it with an incentive. Create a message that users see when they first enter your site that says something along the lines of, “Please take part in our brief survey and receive free shipping on your next purchase!”
Doing this will provide a tremendous amount of insight into what type of content you should create, as well as improve your customer relations.
4. Visit a wiki
Visiting Wiki websites is an extremely easy way to gain quick ideas for what questions or concepts to create content around. Research a common topic or randomly choose something alternative to your business or industry and discuss it in length.
As long as the subject you search for actually exists, you should be able to find a plethora of information that you can rehash, reshape, and reuse for your brand’s content development purposes.
If you are really stumped for ideas, simply scroll down to the bottom of each Wiki page and explore what the “reference” section has to offer.
5. Reform existing content that lives offline
Regardless of the size and reach of your brand, most businesses invest in some form of offline advertising before they jump into the digital world.
Whether you have a handful of pamphlets that highlight your company’s offerings or a collection of television commercials, you can easily convert these into new forms of unique content for your website.
Creating a system where each marketing channel you utilize compliments one another is the only way you can truly maximize your conversion and sales opportunities.
So if you have a set of pamphlets that discuss bullet points of your business, create an article that represents the same information for your business’s blog.
If you have a collection of television commercials that speak to your name, location, and your top products, then upload them to your branded site or publish them on your YouTube channel with links that direct viewers back to your site.
Have any content creation tips? Share them with us in the comments!
About the Author
Jason is the Manager of Search Marketing at The American Cancer Society; whose portfolio of experience includes developing complex search and social strategies for world-renowned brands that include: Duracell, Febreze, Swiffer, Oral-B, The Source, and more. Corrigan is a published author on the concept of "Social SEO" and a frequent contributor to some of the industry's most recognized search marketing journals.Follow on Twitter More Content by Jason Corrigan