8 Ways to Generate Fresh Content Ideas for Your Blog or Sponsored Content

Feeling a little depleted in the content marketing department? You're not alone, friend. Creating a steady stream of story ideas — whether blogging on your site or running sponsored content with a media partner — takes time, innovation and energy. It's a lot.

So how do you generate fresh content when you've been at it for a few months or years? You've come to the right place. Here at Zoe Marketing & Communications, each year, we craft hundreds of articles for clients. So we have a few tips and tricks when it comes to variety.

In this blog, we'll unveil a few of our favorites. Specifically:

1. Reinvigorate old "evergreen" stories

2. Draw inspo from your best performers

3. Package up "top #" style roundups

4. Turn lists into individual stories

5. Craft "pros" and "cons" pieces

6. Compile a checklist

7. Tap into personal stories or profiles

8. Tweak or realign your priorities

You'll walk away with a renewed pep to your content marketing step — whether it's savvy ways to optimize what you've got, or spruced-up angles to restart your engine.

1. Reinvigorate old 'evergreen' stories

Writing new stories from scratch is time-consuming. Updating older posts? Not as much.

Mix this tactic into your content strategy. Hone in on the stories that remain generally accurate from year to year — "evergreen," as they're called. You might need to update a stat or someone's title. But generally, they're good to go after some quality control and a date update.

Avoid overly dated material, such as trends or past events.* A few great contenders:

• How-to pieces or tutorials

• Explanations of core services or products

• Best practices in your industry

• Testimonials or "case studies" that bring your company to life

Depending on your industry, other options can include glossaries, resources, pieces about the history of your business, guides and checklists (more on that in #6).

*Pro tip: In some cases, you can tweak non-evergreen content to become evergreen. This even includes some pieces with pandemic-era angles. See what you can salvage and adjust.

2. Draw inspo from your best performers

Rummage through your top-performing content! You'll find it in your Google Analytics. Or check with your media or marketing partner to better understand your "blockbusters."

Sometimes this is also your evergreen content, but not always. The idea is to see what resonates with your audience. Then, dig in to find different angles.

Often, a sentence or two can catalyze a bigger story. Plus, you already know its "parent topic" resonated with people — so it's a win.

3. Package up 'top #' style roundups

Have you written multiple articles on similar topics? Pick a point or two from each and transform them into a "top #" list — "top 5," "top 10," etc. These roundups distill some of your top content into an easy-to-digest format.

One major bonus: You can link to your existing articles for further reading. Another benefit: "top #" lists tend to have high search and click rates.

A caveat: You'll need to recast what you've already written. Don't copy and paste a paragraph from each old article. Google views it as duplicate content, which can hurt you. (The good news is that the heavy lifting is already done; you're just tweaking it a bit.)

4. Turn lists into individual stories

This is the opposite approach of the "top #" approach. Say you already have a roundup or list-style story. Pluck items from the list and expand them into stories of their own. 

Of course, this approach may take extra reporting or research. But the perk is, you've laid some groundwork — and may even have an expert you can re-interview. It also gives space to let smaller (yet still important) ideas "breathe."

And be sure to crosslink! Link the items in the original list to the new stories. And, in the new stories, link back to the original list so readers can learn more.

5. Craft 'pros' and 'cons' pieces

Have you detailed the specific benefits of a service or product you offer? What about the potential challenges?

These stories get great traction on Google, as people try to determine if something is right for them. Be the voice that answers their questions.

And this is a hot tip: Your competition may not be writing "con" pieces. But this is actually a smart move. It helps you weed out prospects that might not be right for you. Plus, it builds trust with your ideal customers. After all, you were honest with them about what could go "wrong."

6. Compile a checklist

Use an existing article as a jumping-off point, or start fresh. But the idea is to create a save-worthy checklist for your clients or prospects to return to later.

What important things do they need to consider about some aspect of your business? Here are a few general ideas and angles:

• Top questions to ask a sales/admissions pro in your field before committing

• "Self-diagnosis" or prep questions people should ask before seeking you out

• Safety precautions/inventory to take before starting a process

Checklists vary from field to field. A tourism bureau might highlight "things to do before going on a vacation." Or a medical practice could focus on "ways to find a new doctor."

Whatever your industry, make the list as valuable to your audience as possible.

7. Tap into personal stories or profiles

The people on your team and the people you serve are the real heroes of your story. That's why we always advocate talking to both of them.

Their experiences, from either the "inside" or "outside," make great new content. And it also makes for more powerful content, since it tends to be authentic and personal.

Over time, your staff and success stories will organically evolve and change. Keep your ear to the ground for those new perspectives.

8. Tweak or realign your priorities

Finally, consider other ways to grow and, in some cases, reevaluate your priorities.

A steady drip of new content does matter for Google's SEO rankings. That said, depending on your budget and focus, you might consider paring back for some time. Focus on adding other potent marketing tactics, such as targeted emails and retargeting ads. You can even use those emails and ads to connect people with evergreen content you've dusted off, at the very least. And in the meantime, work on creating a sustainable plan for writing articles.

Remember, content marketing is a long-haul marketing strategy. Keep your consistency solid whether you're publishing daily, weekly or monthly.

Next steps for crafting knockout content

Creating a constant stream of content can be challenging. But fortunately, there are ways to reenergize your old stuff or convert or combine it into something new. And there are always ways to drum up new ideas (one big takeaway: tap into your people).

Want to take your content marketing to the next level? Talk to us. Here at Zoe Marketing & Communications, we have 36+ years of experience writing compelling content. We're here to help reinspire you and tell your story to your prospects.

Still soaking it all up? Up your content game with these tip-packed articles:

• How to create content that stands out (and is better than your competitors)

• How to come up with great topics for content marketing articles