By no means Run Out of Subjects with This Confirmed System


Content material concepts are all over the place, however arising with a nice content material concept that’s in contrast to something your viewers has seen or heard is hard. 

As most content material creators solely wish to publish the easiest content material, the considered producing a brand new concept that tops your final piece is overwhelming.

When you’re watching a clean web page and don’t know what to create, this submit will provide help to generate a stellar content material concept that may high your final piece of content material.

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For the primary time, The Copyblogger methodology is now out there to a choose few purchasers. We all know it really works. We’ve been doing it since 2006.

1. Determine Buyer Ache Factors

The most effective content material concept isn’t essentially essentially the most inventive concept – it’s the one which solves a burning ache level your viewers feels. 

To find out about your clients’ ache factors, you’ll be able to ship a survey and ask them to listing their three largest challenges.

For instance, simply arrange an autoresponder e-mail like this one after somebody joins your e-mail listing: 

Hello (title),

Thanks for becoming a member of! We’re thrilled to have you ever in the neighborhood.

I even have one query for you: What are the three largest challenges you at present face as a (job title)?

You’ll be able to then maintain a file of all of their responses and use that to brainstorm content material concepts.  

You can too simply ask your viewers on social media what sort of content material they need from you subsequent. Right here’s a nice instance of this:

It opened up a fantastic dialogue together with her target market and helped her supply glorious social media content material concepts. 

Along with straight asking your viewers for brand new content material concepts, you can too learn and take part of their conversations on social media.

To do that, you should utilize a social media listening software and observe key phrases related to your enterprise. 

For instance, you probably have a product within the hiring area, you’ll be able to observe particular key phrases and hashtags associated to HR and hiring. Some social media listening instruments that make this straightforward embrace Awario, Brandwatch, Brand24, and Keyhole.

Right here’s an instance of how Keyhole tracks the time period “nikeair:”

You can too simply seek for these key phrases on social media platforms, although many social media platforms, like LinkedIn and Twitter (X), have subpar search outcomes. 


Another choice is to affix business boards and social media or Slack teams. 

These teams are the most effective locations to supply weblog and social media submit concepts as folks have a tendency to debate their issues extra in teams than on their private social media profiles. 

For instance, this search engine optimization slack group is a superb place to see what persons are scuffling with and the kind of content material they need:

2. Iterate On Your High Performing Content material

When you discover {that a} particular content material subject constantly generates excessive engagement, don’t attempt to reinvent the wheel – simply double down on what’s already working and create extra content material on that subject.

For instance, you probably have a advertising model and see that the majority of your high performing content material covers subjects round conversion price optimization, create extra content material across the subject of conversion price optimization.

To establish the content material that has pushed essentially the most visitors to your web site, you should utilize a software like Ahrefs and click on on the “High Pages” report underneath the Natural Search tab.

Nonetheless, it’s vital to understand that the weblog posts that generate essentially the most visitors aren’t at all times essentially the most related to your viewers. Ideally, you wish to double down on creating content material that draws your potential clients.

So you can too have a look at which weblog posts have been only at transferring your viewers via the advertising funnel (e.g., they signed up to your e-mail listing, joined a webinar, scheduled a demo, downloaded a tutorial, and many others.). You must already be monitoring this knowledge in a platform like Google Analytics.

One other methodology is to take a look at your social media posts which have generated the very best engagement.

That is useful as a result of you’ll be able to see who’s commenting in your posts and gauge the final sentiment of the viewers. Every platform has its personal analytics dashboard, so use it to see which posts generate a number of engagement out of your splendid viewers.

As soon as you recognize what sort of content material subjects it is best to double down on, you should utilize a key phrase analysis software to establish extra key phrases related to that key phrase. 

Or, you should utilize Google’s autocomplete kind to seek out different related key phrases, which can be much more useful:

Whereas key phrase analysis might not be an revolutionary methodology to seek out distinctive content material concepts, do not forget that nice content material concepts don’t essentially must cowl new subjects. Many of the finest content material items are simply distinctive views on widespread ache factors.  

For instance, you might take a typical key phrase after which interview a number of consultants to get their views and case research on that specific subject.

3. Look At Your Opponents’ High Performing Content material

Monitoring your opponents’ high performing content material will provide help to higher perceive the kind of content material your target market enjoys.

Whilst you don’t wish to copy their content material, you’ll be able to put your personal spin on the identical concept.

To trace your opponents’ high performing content material, you’ll be able to have a look at their high pages in Ahrefs. 

Nonetheless, as a result of visitors doesn’t at all times correlate with conversions and also you don’t actually know who the piece of content material is attracting, a greater methodology is to take a look at the paid key phrases they’re bidding on.

Monitoring your opponents’ paid key phrases is helpful as a result of they most likely received’t bid on key phrases that don’t flip into leads and gross sales.

You will discover your opponents’ paid key phrases in a software like Ahrefs, Spyfu, or SEMrush

For instance, listed below are a number of the key phrases that Sitecore is operating advertisements for:

If Sitecore is your competitor, it could be value creating content material round key phrases like “writing content material for an internet site” and “content material advertising methods.” 

One other technique is to easily scroll via your opponents’ social media content material and have a look at which social media posts generated essentially the most engagement. You can too learn via the feedback to double test that it’s producing engagement from the appropriate viewers.

For instance, this submit by ClickUp is a reshare of a testimonial/product evaluation of the three.0 model of the platform from an influencer:

It generated 30 plus feedback and you can too learn via the feedback and see that they’re from ClickUp’s splendid target market:

If ClickUp is your competitor, you would possibly wish to attempt asking your beta customers to create their very own tutorial movies of how they’re utilizing your platform. Then, reshare the influencers’ movies on social media.

So along with stealing your opponents’ content material methods, you can too steal content material format concepts. For instance, are they utilizing reside video, memes, or GIFs of their social media technique? 

You can too have a look at completely different channels for inspiration. For instance, you probably have a YouTube channel, have a look at the highest performing content material in your opponents’ Instagram reels to make use of as inspiration.

Monitoring business information and subjects is important in the event you’re creating any social media or e-mail content material as many individuals use these channels to remain up-to-date with the most recent information.

There are a number of straightforward methods to seek out present trending subjects. 

First, you should utilize a software like Google Tendencies to seek out present trending subjects throughout the globe. That is nice for newsjacking, although you most likely received’t discover tendencies related to your area of interest business:

A technique to seek out extra particular trending subjects is to join e-mail newsletters inside your area of interest. This can assist you supply not solely present trending subjects, but additionally generate concepts for brand new content material codecs.

For instance, the Leveling Up e-newsletter is a good way to remain up-to-date with the most recent advertising information:

BuzzSumo is one other useful gizmo for locating trending subjects. You’ll be able to observe particular classes, and it’ll present you the trending content material in that class, or you’ll be able to observe particular key phrases.

Sadly, writing weblog posts about present trending subjects may not be the most effective strategy in case your objective is to create evergreen content material that ranks in engines like google.

Nonetheless, you’ll be able to nonetheless write weblog posts for rising tendencies with longer-term development potential.

One of many best methods to seek out long-term development tendencies is to make use of a development discovery software like Exploding Subjects

It solely exhibits B2B and B2C tendencies which have steadily elevated in Google Search quantity for no less than a number of months. So creating weblog content material round these tendencies can assist you catch a brand new development earlier than it’s well-liked, but nonetheless be assured that the content material will seemingly be evergreen.  

To create content material round these subjects, seek for them on numerous trending social media platforms and ask the influencers discussing them most prominently to provide you quotes on the development. 

5. Ask Trade Consultants

Asking consultants for his or her tackle a selected subject is a good way to make your content material distinctive and higher than the content material that at present exists on-line. You can too straight ask them for content material concepts. 

For instance, you’ll be able to attain out to them on social media or via e-mail and ask them one of many following questions:

  1. What development are you most enthusiastic about for 2024?
  2. What do you imagine is at present essentially the most underrated technique in (your business)?

You need to use their responses to generate content material concepts and even use the quote they provide you in your content material.

You can too tag these influencers if you publish the content material to help your content material promotion efforts.

6. Replace or Republish Outdated Content material 

Solely a fraction of your viewers will see your content material the primary time you publish it – particularly in the event you primarily use social media advertising. So lots of the finest content material creators repost or reuse their high performing content material.

The most effective half is that the content material is already confirmed to resonate together with your viewers, so it minimizes the chance of the content material failing.

For instance, content material creator Brian Dean just lately posted this on LinkedIn:

And I only recently noticed that he printed the identical submit once more with a barely completely different hook and up to date intro:

Brian Dean can be glorious at repurposing content material concepts throughout completely different social media channels. For instance, he took the identical concept (e-mail advertising is nice for development) and in addition created a YouTube video about it:

He additionally repurposes his YouTube content material into YouTube shorts so that every piece of content material earns extra attain. 

Along with reposting and repurposing social media content material, it’s additionally vital to replace your weblog content material.

This can be a high technique we’re at present utilizing at Copyblogger. The content material advertising panorama is rapidly evolving, and a number of the methods that used to work 5 years in the past are not efficient.

So we’re updating the content material that beforehand carried out the most effective and has begun to slowly deteriorate.

To seek out the most effective content material to replace, look in Google Search Console and see which posts have misplaced essentially the most visitors over the previous few months.

You are able to do this by going to the Search Outcomes report and clicking on “New” for the search filter. 

Then, you’ll be able to examine visitors from the earlier three months to the newest three months. 

Then, you’ll be able to type by pages and filter the outcomes by people who have misplaced essentially the most visitors:

Then, add these posts which have misplaced essentially the most visitors to your content material calendar.

While you replace the posts, look within the present search outcomes to see in the event you’re lacking any subjects the opposite weblog posts cowl. Nonetheless, don’t simply regurgitate the identical recommendation as the entire different weblog posts.

Take into consideration not solely further data that may be useful to the reader, but additionally what recommendation could be more practical and assist them obtain higher outcomes than the recommendation that’s at present within the search outcomes.

7. Share What You’ve Discovered

As ChatGPT makes it straightforward to rapidly generate factual recommendation, folks (and Google) need content material that gives private expertise. 

So maintain a journal of what you be taught. Maybe put aside a while every Sunday to replicate on experiments you’ve run, vital conversations you’ve had with crew members or business influencers, and the rest you’ve realized through the week. 

After getting an concept of a lesson you realized, put it right into a storytelling framework and add a key takeaway on the finish. 

Right here’s a fantastic instance of how Melissa Kwan did this in a LinkedIn submit:

These tales are charming to learn and so they additionally present precious insights to the reader.

Nonetheless, it doesn’t must be a failure story.

You can too write a case examine or perhaps a knowledge examine. 

Right here’s a nice instance of a case examine piece of content material that carried out effectively:

When you don’t have any long-term case research, you can too simply share a small experiment or A/B check you latterly ran. 

The purpose is that individuals like actual tales and classes from others – not simply hypothetical recommendation. Particularly within the age of AI, these private success tales are extremely efficient at producing engagement.

8. Share Tales From Others

Sharing your personal tales is a superb begin, however one particular person can solely have so many extremely impactful experiences in every week. 

Another choice is to supply tales from different folks – ideally, those that don’t have time to share their very own tales.   

For instance, Jon Davids constructed his LinkedIn account to just about 60,000 followers by primarily sharing different founders’ tales on social media. 

Right here’s simply one instance of the sorts of posts that he often publishes:

On this case, you might even rent a researcher to seek out the content material concepts for you after which put the story collectively your self.

Or, you’ll be able to have a look at different content material channels for inspiration. For instance, this story concerning the banana man was initially instructed on a podcast. The LinkedIn poster then did a little bit further analysis and printed his personal twist on the story on LinkedIn. As you’ll be able to inform, it nonetheless carried out extremely effectively, producing over 100 feedback and reposts. 

You can too contact folks on to ask if they’d take into account sharing a narrative. For instance, in case your viewers is B2B founders, you might attain out on to a B2B founder and ask if they’d take into account letting you write a narrative on essentially the most impactful factor they’ve realized through the yr. 

There’s additionally a supply referred to as Assist A B2B Author, which lets you submit requests for quotes from consultants.

9. Incorporate Consumer Generated Content material

Among the best methods to make sure you’re creating content material that customers love is to have the customers create the content material for you!

For instance, this submit is a superb instance of person generated content material for Oura Ring:

The one disadvantage is that it may be difficult to get customers to place within the effort to create content material for you.

So one possibility is to run contests or a giveaway for the most effective content material.

Whereas giveaways are pretty widespread amongst B2C manufacturers, you might nonetheless do one as a B2B model.

For instance, Trello ran a $5,000 giveaway contest for folks to submit the place they work from whereas touring the world. 

Consumer generated content material may also come out of your workers. For instance, Trello might have additionally requested its workers to take part by sharing the place they work from in Trello. 

10. Create Much less Content material

This tip could appear counterintuitive, however extra content material quantity will not be at all times higher. 

When you don’t have something insightful to share, don’t publish any content material.

This can be a tip from Alex Hormozi. He claims to scrap loads of the content material that they report if he doesn’t really feel that it’s actually excellent.

So spend extra time on the ideation section and don’t simply publish content material since you really feel that you could keep updated together with your content material calendar. 

It takes time to create a really excellent piece of content material, and you might even see a lot better outcomes by spending extra time on a single piece of content material than merely creating extra content material.

Take The Subsequent Steps To Generate Nice Content material Concepts Now

When you’re nonetheless having bother considering of nice content material concepts, take into account becoming a member of a peer group just like the Copyblogger Academy, the place you’ll be able to collaborate and brainstorm content material concepts with different creators.

As well as, you’ll even have entry to hours of content material advertising programs, and you’ll ask me any of your content material advertising questions straight. 

Alternatively, in the event you’d relatively outsource the complete content material creation course of, you’ll be able to merely rent the Digital Commerce Companions to do your content material advertising for you.