How to Come Up With Great Topics for Sponsored Content Articles

Want to set yourself apart from your competition? Sponsored content articles can help. But what if your competitors are already doing it, too? And, either way, what'll make your story sing?

If you're considering "spon con," you must have great topics people want to read. Coming up with ideas can feel daunting, though — especially when it seems like everything's been done. We know the feeling.

At Zoe Marketing & Communications, we write hundreds of sponsored articles each year. Often for multiple clients in the exact same industries. So we're here to tell you that it's possible. And even though it may feel like it's all been done, the kicker is, it hasn't been done by you — yet.

In this blog, we deliver some top tips for generating great spon con article topics, including:

• Starting with what your current clients need — and ask about the most 

• Casting a broad research net, then digging into the minutiae to find a unique angle

• Honing in on the benefits of your unique offerings without getting too 'into you'

• 5 essential questions sure to get your creative juices going

By the end, you'll feel more calm and confident about how to conjure up sponsored article topics, whether it's your first rodeo or your 50th.

Starting with what your current clients need — and about ask the most

Before anything else, think about your clients' needs and less about promoting yourself. What are they asking your company?

Go to the sources

Depending on your industry, your go-to source for this valuable information might be:

• Sales executives

• Admissions personnel

• Folks who field intakes

What do they hear from prospects? If it's still murky, consider sending a survey to current clients. Learn what their top concerns are that your company addresses, why they're happy with you — or what drew them to you in the first place.

Embrace the 'knowledge gap'

Put yourself in a prospect's shoes. Don't assume that they know anything in particular about what you offer. Trust your audience's intelligence, but recognize a knowledge gap. And try to fill it with your content.

Think like your audience

Slip into their mindset. In other words, what engages you the most when you're reading articles? Aim to capture that in your own sponsored content. What builds trust for you?

Get first-hand perspective

Go beyond the gatekeepers and talk to happy customers. Let parents at your school tell their stories, for example. It's a boots-on-the-ground perspective. Sometimes, their honest insight can be a better "topic" than anything you could've brainstormed yourself.

Casting a broad research net, then digging into the minutiae to find a unique angle

Start by "googling" topics that apply to your business to see what's out there. Articles on the same subject by different people will say different things in different ways. 

Next, "dig in" deeper to find a "small slice" that really speaks to people. Here's what that means:

Embrace the broadness

Go in knowing you won't be groundbreaking. If you think you'll find a completely unique topic that others haven't written on, you'll be turned off. Know that everything has been done.

What hasn't been done or said is what your experts have to say on the topic. 

Say you want to focus on how ballet improves confidence in young children. What you say, your beliefs and your evidence are unique to you.

Find the 'minutiae' 

Instead of being "broad strokes" about something, think about the elements/details of that particular broader topic. What are some of the seemingly small issues your prospects are dealing with? Because they're probably not so small to them.

For example, late-summer content often focuses on "back to school." If you're a mental health specialist, a strong topic might be helping kids (or parents) deal with back-to-school anxiety. Autism experts, meanwhile, might focus on how this anxiety can be different in kids on the spectrum. Why does it happen? What's it look like? And what can you do?

Be satisfied with the 'slice'

Let your "small" topic breathe (we suggest about 600-900 words). Don't try to cover it exhaustively! Stick with the segment or "slice" you've selected. Bonus: This gives you more space to develop more spon con topics down the road. It's wise to think 4-12 months out.

Honing in on the benefits of your unique offerings without getting too 'into you'

This is a subtle but strong point. Good spon con isn't about explicit self-promotion. But it can be about highlighting what success looks like with your business. And you'll be drawing conclusions from that success.

For example: Instead of focusing on what makes En Pointe Ballet School special, talk about how ballet improves confidence in young kids. Through exploring that concept, you'll share, as an expert, what you see in your own studio. In the process, you'll make a connection to how the instruction you provide results in that success.

You're automatically going to share what's unique about you in a storytelling way. Showing vs. telling actually proves that you're unique. 

Everyone loves a good story. And it helps you relate to (and build trust with) your audience.

5 essential questions sure to get your creative juices going

Still feeling a little stuck? Try these approaches to shake new topics loose.

1. What does Google say? Again, search as many different phrases as you can. It helps you stumble on topics or "slices" you hadn't considered.

2. What else do you want people to know? This is a great question to ask your experts — or yourself. Where are the knowledge gaps? How can you fill them?

3. What one great thing happened this past week or this past month in your business that you want people to know?

4. If you had the ear of the prospective customer, and you could tell them whatever you wanted, what would it be? Where would you start?

5. What's top of mind for your customers right now? What are they worried about? 

What's next for my sponsored content article topics?

Generating great topics that people care about is essential to crafting good sponsored content. In this blog, we guided you through the thought process of finding ideas that stick.

Always start with what your prospects need and ask about the most. That might take a little research with your staff or current clients. Next, do some broad googling to see what exists — and use it as a portal to find smaller story ideas with unique angles.

Also, focus on your company's success stories; these can often lead to powerful topics. Finally, use our list of 5 surefire questions to stir up even more story ideas.

An experienced firm can also help you create quality content topics. If you're looking for that extra boost, connect with Zoe Marketing & Communications to get the ball rolling.

Or, if you're still getting grounded in spon con, read these two essential pieces:

• How do you write good sponsored content?

• What are the top metrics to track for sponsored content articles?

Remember, don't try to say everything in the same article. You want to leave your readers confident and informed — wanting more.