When you first started doing content marketing, you were probably itching to get started tackling the mountain of topics you wanted to cover. Soon, you probably realized that creating a steady stream of content is more difficult than it seemed. And maybe you felt like you already exhausted everything you could possibly discuss in a blog post, video, or tweet.
The reality is that there are virtually unlimited things you can write about. But you do have to be creative. The solution is different for every brand, which is why starting with questions is an organic way to find a solution that works for you.
Here are 15 questions that will lead you to content ideas -- no matter how stuck you think you are.
Who are you writing for?
Getting into the minds of your customers is an important way to uncover needs that you might not have addressed via content marketing. Only by empathizing with customer pain points, struggles, and challenges, can you begin to solve them. Ask yourself these questions to build a more in-depth customer persona and figure out what topics would address their needs.
- What are the biggest problems and challenges that they face?
- What prevents them from switching to your product or service?
- What conferences do they attend?
- How do they convince their managers to make a buying decision?
- What media do they consume? News articles, YouTube videos, webinars?
What should you write about?
If you're not sure what to write about, or feel like you've written about everything already, here are questions to super-charge your brainstorming. You can zoom in and out in terms of how granular you want to get. Think about your own brand identify or specific customers, all the way to the total industry and beyond.
What questions are your customers asking?
What are your employees talking about?
What are the current topics of conversation in your industry?
What are your internal brand stories?
What are your competitors doing?
What types of content should you create?
The format of the content you create is just as important as the information itself. If you're creating high-level 2-minute videos, but your customer is looking for comprehensive, nitty-gritty 50-page white papers that delves into detail about a specific problem, you have a major disconnect. Consider these questions to think about which channels and formats to use for a specific piece of content.
- Where do they currently get their information from? (Examples: trade journals, blog posts, news articles, etc.)
- Does your audience prefer bite-sized content or longer form material?
- What do your metrics tell you about user engagement across different types of content?
- What is your existing mix of content and where are there gaps?
- Who is the decision-maker from your customer's organization and what types of content would that person likely need?