As companies continue to produce more and more content, it’s becoming harder to stand out. Most alarming to marketers, Ahrefs found that over 90% of content gets zero organic traffic from Google. That means coming up with unique and relevant content ideas that rank well and garner click-throughs is a crucial task for digital marketers now more than ever.
With this in mind, we’ve asked content marketers which methods work best for generating content ideas, whether there are any tools they recommend, and who they think should be involved in the process.
Which Methods Work Best?
Maryna Burushkina, Head of SaaS at Hamburg, Germany-based Neuro Flash starts every content journey with topic discovery. “First, we need to identify what topics we want to write about, which at the same time, reflect upon our brand values and meet our marketing goals,” Burushkina explained. She evaluates 25-50 topic ideas based on search volume, keyword competition, consumer sentiment, brand consistency, and a variety of other factors. “After topic discovery,” she added, “we dive deeper into long-tail keyword research.”
“Our industries are highly competitive with limited brand loyalty,” revealed Adam Lumb, EN Site Manager at Malta-based Cashcow, “so we need to produce articles that users are specifically searching for.” That’s why his content ideation process is based heavily around keyword research and competitor analysis for each region and