14 ideas for generating new content
When you’re immersed in your business day after day, it’s natural to draw a blank over the topic of your next blog post, podcast or video. Simply churning out content as it pops into your head isn’t the best way of pulling in views.
Your best bet for getting return from your content is to form a content strategy; in basic terms, set goals, then organise your ideas into potential campaigns. But where to get new content ideas?
Read on for just some of the many ways you can harness your (already present!) expertise to unearth content gold.
1. Funnel comes first
The funnel. The funnel! Everyone? The funnel.
Think about your customer journey and the stages at which they could use some extra help - from explaining in layman’s terms exactly what your service can do, to how you can continually help them after they’ve already bought your stuff.
Are there some great techniques to using your website that they might not be familiar with? Perhaps there is an inspiration area on-site which they can customise - do they know this? Do your clients need explaining a bit more about your various packages?
If there’s anything that could be highlighted or explained about your entire offering, make sure you are informing them every step of the way.
2. Embrace industry news and pop culture
What’s going on in the world that relates to your product? Being aware of trends both generally and within your industry keeps you current and proves a goldmine of content inspiration. Be sure to keep a diary of important industry days, relevant movie releases, TV shows, events like local conferences - anything that will give you another big reference point for discussion. Get alerts for news, and if there is an industry-wide update that you should definitely comment on, grab that chance to position yourself as an expert in the field.
3. Get political, tackle controversy
Don’t be afraid to show your customers where you stand on the meaty issues, especially if they affect your brand directly. Evidence shows that over two thirds of consumers choose brands that align with their political views, particularly for those aged 35 and under - and done well (that means, with action to back up your words) - it can really help establish your identity.
Are you an alternative milk brand and the industry has come under fire by environmental charities? Speak up, if you’re able to. Has a big celebrity condoned fast fashion and you’re an ethical clothing brand? Establish your position on the matter, and use the conversation to your advantage.
Similarly, if your service has been involved in controversy, don’t shy away from tackling it head on. Done well, like how KFC responded that time they ran out of chicken, you can turn the wrong sort of attention into one of hat-tipping respect.
4. Tell us a story, Jill
Sometimes the funniest angles emerge when customers are given free reign to tell stories.
Your people are rich with intriguing tales - especially if, in an ideal world, they’ve done something novel or life changing with your product or service. An inspiring human interest piece will always do well - just be sure to keep it focused on the personal element without shoehorning the brand into every para.
As for sourcing them, you don’t want to overwhelm your customers with constant surveys - but when you do send one out, expand it out from just a dry marketing questionnaire. Include a few entertaining queries about their lifestyle surrounding your product, and see what gems come through.
It helps to have a story angle in mind first, but be sure to keep questions fair and unbiased, always including an option to opt-out or write freely in an ‘Other’ textbox.
5. Side-eye your competitors
Assuming you have a close eye on your competitors at all times, then you’ll surely know what content they’ve been producing. Anything that can inspire your own work? If you haven’t already, be sure to sign up to their marketing lists and follow their social media accounts so that you never miss anything that could spark an idea (cough, steal it).
6. Go rogue (get weird)
Always one of my favourites methods, but be aware that a more data-driven marketer may disagree. As much as looking at data and feedback is an essential tool to informing your strategy, sometimes you won't know what kind of content could be a hit with customers without the odd experiment.
Have you come across some enlightening industry info lately; has it inspired a quirky idea? Do you sell cleaning products and find yourself thinking ‘Which scent of our carpet freshener would a pug in a party hat pick out in a line-up?’ Onward! Set up this important experiment.
Be cautious, of course. Releasing obscure guff on the regular isn’t the best way to instil a sense of consistency among your customers, but the odd off-the-wall piece can not only be refreshing, but integral to building brand personality. Go on, take a risk.
7. Data, data, data
Ok, risks are out. Back to business. It may seem obvious, but pull on your spreadsheet-handling gloves and wade into the data.
Who are your customers and how are they behaving? Using your data effectively can glean some great insights into how your product is used, who by, and what surprising trends may be emerging.
Apps and software brands use data in myriad ways - dating app, Hinge, for example has a wealth of information on how people ‘match’ at their fingertips, serving great insights into dating behaviour which is perfect for content creation.
Similarly, Spotify produced an ingenious marketing campaign based on their users’ questionable listening habits. (Hang on, let me just… *turns down ‘This is Bread’.)
8. Dig out your old stuff
Don’t be afraid to repost old stuff - within reason. Evergreen content shines with multipurpose potential, and you can use it over and over again. Can you integrate your evergreen content into a new launch or update it for re-posting? Can you take something from your most popular post and give it a twist - rework it for a post-Covid world, for example?
There’s a line between repeating the same messages to death and offering it in a rejuvenated, reworked way. Like upcycling an old comfortable chair, think about ways you can vamp up your classics.
9. Google says
Of course our faithful and ever-watchful Overlord has to feature here, and hacking some search terms is a classic method of responding to your audience. What are people Googling about your industry? Can you pick out any queries that seem particularly niche with low competition? Whether popular or leftfield queries, these are all opportunities for you to step in and answer in your brand’s unique way.
10. Interviews with experts
Speaking of experts, grow your network far and wide and in the process, create a wish-list of experts to interview. Getting an outsider to speak to your audience can be a great way to rejuvenate the perspective of your content and add some gravitas to your collections.
If you’re a veg-box subscription service, interviews with farmers or local chefs could work magic. If you’re a charity that serves to protect local forestland, could you get hold of someone from Countryfile?
Don’t limit yourself. You’re worthy! When you’ve nabbed someone, ask intriguing, well-researched questions to make the most of their valuable time.
11. Your sales/customer service team
Your sales or customer service team are on the frontline of customer feedback and questions - what have they been asked lately? Is there an issue or topic that just keeps repeating, or perhaps something your customers are really happy with? Sit down with the sales team for a knowledge-sharing brainstorm.
12. Social and blog comments
Hit Facebook, Instagram, Twitter, Youtube and anywhere else you have a social presence and sift the conversation. If you’re lucky enough to have a large following a real gem of a topic can get lost in a comment thread - make sure you or your social media exec has a beady eye and takes notes.
Beating that, why not ask outright? Those with a highly engaged Instagram following frequently ask their followers what they’d like to see more of, and they’ll feel more listened to in the process.
13. Do a roundup
Another favourite format is the roundup. Offering endless options, you could showcase your most popular or newest products, a seasonal collection, some hand-picked Mother’s Day choices, for example, or something more niche.
News-wise you could run through your company achievements (especially if you’re a new, local business), collate the most important updates in your industry over the past year, or introduce some new features you’ve added to the website and how this will help your customers out.
14. Harness the interests of your customers
You should have a pretty in-depth idea of the kinds of things your customers are into. Are they mostly parents of primary-aged children? Do they prefer to shop at independent outlets or the high street? What are some common interests - history and the outdoors? Spiritual practises? Home cooking?
Go a bit off-piste and make some attractive, informative content that speaks to your personas directly.
This list is not exhaustive, but hopefully inspires you to scribble ideas for your next budding content campaign. Remember, keep it informative, entertaining or inspiring. Strike the balance between brand message and a genuinely interesting story - you’re selling yourself, sure, but what’s the hook?
Want to chat ideas with me, or enquire about how we can work together? Click here to drop me a line.
