The old adage of content is king still rings true. However, if you (or your brand) isn’t building a content campaign that is constant with your brand story, well, you’re missing the mark.
But don’t worry, we’ve got you covered.
One of the first steps to starting a Content Marketing campaign is developing a consistent Brand Story. A good way to get thinking about this process is to start with the Golden Circle:
Additionally, every story has three main aspects: characters, conflict, and a resolution. Consider these aspects when writing blog posts, page copy, and other content.
Tips for Generating Content Ideas
- Check out Q & A sites, like Quora, to see what is being asked and talked about in your topic
- Find competitors with content, and use a tool like Buzzsumo to see what has been successful for them. Now how can you create something better?
- SEO tactics, such as keyword research and using Google’s autocomplete feature
- Learning from your buyer personas and existing customers
- What are their challenges and pain points?
- What are their reading habits like?
Some Ideas for Repurposing Existing Content
- Combine a collection of well-performing blog posts around a similar theme into an eBook. Each post can be tweaked and supplemented into a chapter of the book. The eBook can be a lead generation tool with its own landing page
- Use a blog post as a foundational script for a video
- Use visuals and content from the video, eBook, and Blogs to create a slide deck, to be shared on SlideShare
- Turn your research and reading lists into Resource Pages around certain topics. This can include links to your own articles as well as external links and can be a valuable link building tactic
- Turn a blog series into an email drip campaign
Applying this to Existing SEO Clients
- Expand content generation research beyond simple long-tail keyword research
- Help brands establish buyer personas, if they don’t already have them, so they can write to those personas’ needs
- Expand the idea of content creation beyond blog posts or even written content, and then educate them on how we can use non-written content for SEO (through schema, linkbuilding, etc.)
Hope these tips get you pointed in the right direction. If you ever have questions, don’t hesitate to ask! We’d love to hear from you.
