Content marketing is getting fiercer by the day, meaning that only fresh and enlightening content performs well. Clients are more demanding than ever and it’s up to you impress them with outstanding content, the one that provides new insight and drives engagement.
But that’s easier said than done. As you keep writing about a given industry for a long time, you run the risk of exhausting content topics. This is especially painful when your job includes pitching new content ideas. You feel like you have already addressed everything there is to say about the niche. Writing takes more time, more research, and you know that pumping out generic information is not an option.
You need to take preventive measures to prevent content fatigue and keep producing new content that is relevant, helpful and different from the competition’s output. Let’s see how you can do that.
Revisit Your Old Content and Find Topics to Expand On
A piece of content does not exist in a vacuum; there are always related topics to branch out from it. Review what you wrote before and you will probably find ideas you only briefly touched upon because a) you had to respect the requested word count and b) expanding on the idea would go beyond the scope of the piece you wrote and make it less focused.
Take these ideas and grow them into new content. There is also the possibility of updating data-driven content like infographics and research reports. You can even build backlinks between old and new pieces!
Learn from the Competition
See what other players are bringing to the game. Visit the websites of your client’s main competitors and study the content they have. What topics do they cover? The goal is not to copy the competition, but to do better than them. See if you can expand on and improve the content they have published. Identify important topics on which you were missing out on and develop your own take on them. For example, you can write an opinion piece or a comprehensive guide with step-by-step instructions for a beginner.
Ask Your Clients About their Audience
If you’re struggling to come up with fresh content, you don’t necessarily have to deal with it alone. Discuss the issue with your client and ask if they have suggestions for interesting topics outside your current assignments. Take this opportunity to learn more about the target audience.
This will prove even more helpful if you can’t interact directly with the audience. Maybe your client can share information that sheds light on their customers’ needs. Think surveys and issues that customer support frequently deals with. Customer stories and case studies are also great sources of new content. You can turn all this input into new, personalized content that speaks to the audience.
Keep Up With the State of the Industry
When you can’t seem to find inspiration for the next piece, it’s time to close your word processor window and go explore the internet. Take the time to research. Go to popular sites like Reddit and Quora to see what people are asking about and what topics are generating the most discussion. Forums and LinkedIn discussions are great places to scout as well. A detour on YouTube can help too. Research recent news, expert interviews, and upcoming trends. Find out if there is any topic that is relevant to your client’s business and the audience’s needs. Just remember not to spend too much time wandering aimlessly or settle for something irrelevant.
Use Content Research Tools
There are many tools you can use for content ideation. One of the most popular ones is Buzzsumo, which allows you to find the most shared content by typing keywords relevant to the industry you write for. The most popular content is ranked according to metrics like Facebook engagement, Twitter shares and more.
Note that to access the full range of Buzzsumo’s features, you’ll need to upgrade to a paid plan. If you don’t feel ready for that, there are alternatives you can use for free like Google Drive Research Tool, HubSpot’s Blog Ideas Generator and Answer the Public. By using a combination of these content research tools, you will get generate a good number of potential topics, to which you can add your own spin.
Content saturation is an issue you should consider sooner rather than later. Following the tips above will help you keep an abundant supply of engaging content. Your clients rely on you to consistently deliver great content, so you should go the extra mile to bring new insights.
If you feel ready to put your writing skills to good use, why not drop us a line? We’re looking for writers willing to lend their voice.