Content saturation is what’s keeping many marketers up at night. It’s making it more challenging to be found and click-throughs and conversions more difficult to secure.
So how do you continue to build trust, authority and influence in a world where people are being showered with content on a daily basis?
CoSchedule have an idea. And it’s much simpler than you might think.
According to CoSchedule, as marketers, we need to up our game when it comes to content research. We should be putting more emphasis on the research phase of the content creation process.
Just like most things in life - the more you put into it the more you’re likely to get out of it. The more - and better quality - research you do to create your content, the more trustworthy, authoritative and influential it will be.
Here are 12 content research ideas from CoSchedule to get you going:
1. Get more from Google - Check autocomplete suggestions to see what people are searching for and use related searches to inspire ideas for deeper dive content.
2. Use Buzz Sumo - Find out what people are sharing on social media related to your topic.
3. Search Twitter Hashtags - What people are sharing can give you real-time insights into what people might want to read from you.
4. Subscribe to industry newsletters - Keep up to date on what’s happening in your industry.
5. Run a Twitter poll - Get feedback on a quick idea that could inform a blog post, infographic or video.
6. Run a survey - Take the poll idea one step further and run a survey. Use your insights to tell compelling stories.
7. Interview subject matter experts - Leverage the expertise of others to give your content greater authority.
8. Find relevant research reports - Your content is more likely to be seen as authoritative if backed up with facts and real data.
9. Use Google Scholar - Like research reports, academic literature could add weight to your content.
10. Analyse your past content - Look to your top-performing content to see what your audience might want to learn more about.
11. Do your keyword research - Optimise your content for SEO with keyword research.
12. Ask your customers - Get ideas straight from the horse's mouth about emerging trends or interesting angles they want to hear about.
As marketers, we should constantly be generating unique and dynamic content that speaks more directly to our specific audiences. Ensuring your content is well-researched is just one small cog in a much bigger machine. But it’s a solid place to start.
Trust. Authority. Influence. What do these three things have in common? They’re all traits of successful content that establishes brands and content creators as real thought leaders. Every piece of content you publish should seek to achieve this trifecta. So, how do you create content that truly shows you’re a trustworthy and authoritative source? The answer can be summed up in one word: Research.