This one will be quick and hands-on (the post was originally published on our Medium blog).
It’s a live example of how having a proactive content team is a major edge over your competition.
Each time you work on a content piece you can source more and more ideas for amazing future blog posts if you are focused enough.
I previously wrote that you shouldn’t let writers have the final say in the topic selection.
However, they definitely should send ideas to whoever is in charge of the content marketing strategy. Here’s how it can work:
Our team was working on a blog post for a client of ours — PlanMan, a UK SaaS for architects.
The post was about a set of best practices for UK architects working with quantity surveyors, and there was something we noticed:
Any type of software-related topics immediately catch our attention, because the client had decent sign-ups from blog posts with app lists and software reviews.
Makes sense: the audience researching software tools and tips is more ready to sign up for yet another software trial (the PlanMan trial).
So anything related to other software products for architects is instantly of interest to the PlanMan content strategy team.
We further validated the idea using third-party keyword research:
…and competition’s strategies:
After some more research this find (“cost estimation software”) went right into the content plan for PlanMan.
We ultimately produced the post —and it immediately started in impressions and clicks:
Here’s the main takeaway:
Be proactive and attentive when producing content. The research you do while writing is the gateway to sourcing more and more topic ideas.
Ideally, when you work on a post you should source 5 more topics, repurpose the post into 15 tweets, find several backlink placements, and possibly suggest a couple more ideas to the client.
This is what working with a proactive content strategy agency gets you — and this is what your competition ordering cheap AI content is missing out on.
Even if you’re a one-man army, use this approach to source practical, effective, and targeted blog post topics.
If you need help with content planning or production – get in touch with us today!