We’ve all been there; tasked with producing a great piece of content for a client, you’ve been through the keyword list, covered off every angle you can think of, you’ve rung up your contact in the marketing department and brainstormed your hardest. You even used your nuclear option, making a cup of tea for the whole office and hoping something comes to between the filling the kettle and it hitting the boil.
Well that’s exactly the situation I was in today, but while the kettle was getting going I didn’t come up with a great idea but I did think of a few places to look, where the inspiration did come. So I thought I’d share them with you to help you getting out of making that big tea round!
Sales Team - Chances are the budget from search marketing is going to be coming from marketing or I.T which means if your in-house or an agency you might never of had a huge amount of contact with the sales team. This is a huge shame because everyday they are going to be coming across questions asked by prospects and potential customers. If they’re a good sales person they’ll even have good answers to these objections.
Writing up this experience into a blog post or a new page for an information centre is a great opportunity for a search marketer. Not only will this be the useful type of content that will be a powerful tool in link building but also it should do a good job covering keywords for people will the same concerns, plus it could increase your conversion rates by reassuring visitors.
Academic Reports - do you read many academic papers or studies? since I left uni I’ve done my best to avoid them, but the truth is they are often a goldmine for content ideas, They should be new and fresh but not many people are going to have taken the time to read through and pull out the interesting angles. This is far more likely to get linking attention than just adding your two pence on a topic that’s appearing in Google News. Avoid adding to the echo chamber of news and try and start a discussion about something new.
Amazon Reviews – a trick that’s worked for me well in the past is to go adjective hunting in reviews related to an industry, Amazon and TripAdvisor normally work well for me. I read through a few related product reviews and see if any descriptive adjectives stand out. Any that do I use for a list post like ‘most adjective product’ or a ‘guide to getting more adjective products’ etc. People search on these terms as well so can get links and visitors.
Wikipedia Citations Needed - have a read through any related Wikipedia pages are there any statements which some ones marked as needing a citation? These are great topics to write about, your interest here isn’t the fact that you want the citation from Wikipedia (it’ll be no followed) what your using for is a cue of something that interesting enough to be mentioned on Wikipedia but nobody has really written about it in much detail online. Sounds like a great content opportunity to me.
Sticky Threads in Forums – anyone who’s been a regular member of any forum or community online will know that every new days someone will sign up start their first thread and ask a classic noob question that’s been covered a thousands times before. Sticky threads are one way to try and reduce this repetition, but it never really seems to work. Have a trawl through those stickys they are going to contain lots of frequently asked questions, you can compile the advice from the forum, mix it with your own and produce the definitive guide to the topic, the kind of content that attracts links with very little effort.
Kelvin Newman is SiteVisibility’s Creative Director and is the editor of the UK’s most listened to Marketing Podcast. He also spends his time at conferences, tweeting too much and working on top secret research and development projects.