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Getting ideas for content

From: SEO Fundamentals

Video: Getting ideas for content

Getting ideas for writing content can be tough, and many people struggle at this stage of the game. While only you can figure out what content will accomplish your search engine optimization goals, there are a few things you can do to get the creative juices flowing. First, think of your website in terms of some very broad themes, and then think of the different ways you might be able to present those themes. Content can be classified in many ways, and thinking about the style you could write in, may shake some ideas loose and start you down a path.

Getting ideas for content

Getting ideas for writing content can be tough, and many people struggle at this stage of the game. While only you can figure out what content will accomplish your search engine optimization goals, there are a few things you can do to get the creative juices flowing. First, think of your website in terms of some very broad themes, and then think of the different ways you might be able to present those themes. Content can be classified in many ways, and thinking about the style you could write in, may shake some ideas loose and start you down a path.

Here are a few broad types that you can refer back to when you need that spark. Educational pieces can be used to show your users how to do something or to teach them something that they didn't know before. You could take a statistic fact or a figure from your industry and expand upon it, offering value from the perspective of an expert opinion. You can get technical and focus on details or advanced topics that appeal to savvy users or other industry experts. Procedural content can be a step by step how-to type of article that walks a visitor through a certain process.

Informational content doesn't have to be groundbreaking or Pulitzer Prize winning. Just putting up a page of driving directions to your store or biographies of your key executive team are both content opportunities that may be missing from your pages. News is simply an informational page that references something that happened at a specific moment in time. This could be industry news that you're reporting or commenting on. Or it could be company news about who you've hired, or a recap of the conference that you just hosted.

All of these can be applied to a broad array of themes, and there are certainly many more not included in this list. It might help to have your target keywords in front of you as you run through this list. The combination of specific phrases and types of content can often be the source of a great idea. The second thing you can do as a source of inspiration is scan your competitors to see if you're missing something, or if there is a hole out there that you can fill. Do a quick search on some of your keywords and click on some of your competitors. You can spend some time on their sites and take a look at their blogs or their FAQ sections.

What kinds of things are they writing about? Are there categories that you can offer new, unique insights into? Are there hot topics that you can expand upon, or burning questions that you can answer? You can also take a look at your competition in social media. What are they tweeting and posting about? Maybe they got the industry scoop that you missed, and that might be something right for a commentary piece. Third, the people that you work with each and every day can be hidden sources of fantastic content. Customers are often happy to leave reviews and provide feedback if you ask them to, and there are lots of ways that you can ask.

Calling up or having a face-to-face conversation with your best customers can lead to a case study or a testimonial that you can put up on your site that shows real customers having good experiences. For a search engine, that can represent both good content and authority. You might ask a customer to do a thorough review of one of your products or services for posting on your website, or run a contest where customers write about their experiences for a chance to win a sweepstakes or a prize of some kind. And don't stop with your customers. As an organization, you have a network of people that you work with that could all provide some kind of content for you.

Call up your vendors and ask them to write a joint case study that you can publish on your website. If your peers give you an award or an industry partner gives you a certification, you can be creating content around it. And don't be afraid to reach out to your professional networks. Your industry contacts might just be willing to author a guest blog post if you ask them. Coming up with content ideas can be hard, but remember, that means it's hard for your competitors too. Looking at the kind of content pieces you can write, taking stock of your competitors in your industry, and leveraging the people you touch day to day can help you come up with the content that might just attract your next customer.

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This video is part of

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SEO Fundamentals

64 video lessons · 46334 viewers

David Booth
Author

 
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  1. 1m 34s
    1. Welcome
      1m 19s
    2. Using the Facilitator's Guide
      15s
  2. 11m 46s
    1. What is search engine optimization (SEO)?
      4m 6s
    2. Reading a search engine results page
      2m 17s
    3. How SEO affects your business
      2m 38s
    4. Setting SEO expectations
      2m 45s
  3. 20m 49s
    1. Why you need a keyword research plan
      2m 47s
    2. How to research keywords
      3m 23s
    3. Tools to help you analyze keywords
      4m 43s
    4. Understanding keyword attributes
      3m 46s
    5. Understanding keyword distribution
      3m 50s
    6. Ongoing keyword evaluation
      2m 20s
  4. 26m 8s
    1. Understanding content optimization
      2m 14s
    2. Optimizing for site structure
      3m 41s
    3. Recognizing different types of content
      2m 23s
    4. Optimizing textual page elements
      8m 30s
    5. Optimizing non-text components of a web page
      4m 0s
    6. Analyzing content quality
      2m 39s
    7. Exploring the benefits of user-generated content
      2m 41s
  5. 22m 12s
    1. Interpreting the code behind web pages
      3m 9s
    2. Understanding how search engines index content
      2m 37s
    3. Working with canonical URLs and redirects
      2m 59s
    4. Leveraging microformats
      2m 39s
    5. Working with server-side factors
      3m 18s
    6. Using Google Webmaster Tools
      3m 58s
    7. Using Bing Webmaster Tools
      3m 32s
  6. 30m 53s
    1. Overview of long-term content strategizing
      2m 44s
    2. Planning a successful content strategy and avoiding common mistakes
      3m 46s
    3. Defining your audience, topics, angle, and style
      4m 17s
    4. Understanding different types of content
      4m 25s
    5. Getting ideas for content
      4m 0s
    6. Working with an editorial calendar
      3m 33s
    7. Promoting your content with social media
      3m 52s
    8. Measuring content performance
      4m 16s
  7. 18m 28s
    1. Understanding the importance of links
      4m 49s
    2. Building internal links
      2m 5s
    3. Building external links
      4m 19s
    4. Finding link-building opportunities
      4m 36s
    5. Executing a link-building strategy
      2m 39s
  8. 16m 32s
    1. Measuring SEO performance
      4m 10s
    2. Analyzing keywords
      5m 13s
    3. Analyzing links
      4m 9s
    4. Analyzing the impact of social media
      3m 0s
  9. 18m 45s
    1. Understanding SEO and ecommerce
      2m 36s
    2. Working with semantic HTML
      2m 22s
    3. The technical components of ecommerce
      3m 9s
    4. Exploring ecommerce information architecture
      2m 38s
    5. Producing ecommerce content
      2m 33s
    6. Leveraging link building and social media for ecommerce
      3m 12s
    7. Adapting ecommerce websites for international audiences
      2m 15s
  10. 25m 38s
    1. Understanding local search
      3m 14s
    2. Understanding Google+ Local
      3m 0s
    3. Setting up and optimizing Google+ Local
      4m 46s
    4. Getting more citations
      3m 52s
    5. Getting more reviews for your business
      3m 43s
    6. Optimizing your website for local search
      4m 13s
    7. The future of local search
      2m 50s
  11. 15m 48s
    1. Understanding cultural aspects of international SEO
      2m 30s
    2. Optimizing technical content for international audiences
      2m 57s
    3. Optimizing translated and localized content
      2m 9s
    4. Building links for an international audience
      2m 47s
    5. Analyzing and measuring an international SEO campaign
      2m 17s
    6. Avoiding pitfalls with international SEO
      3m 8s
  12. 1m 10s
    1. Determining your next steps
      1m 10s

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