Want to stand out from the competition? Content helps — but only if it’s relevant, engaging and valuable. And if your competitors are already doing it, how do you make yours better?
At Zoe Marketing & Communications, we have deep experience writing content, often for multiple clients in the same industries.
It’s easy to feel like everything’s been done, but here’s the truth: It hasn’t been done by you yet.
These key strategies will help you generate strong content topics that resonate with your audience.
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4 essential starting points for coming up with content ideas
1. Begin with what your clients need (and ask about the most)
Before thinking about promotion, think about what your clients need. What are they asking your company?
- Go to the sources: Talk to sales teams, admissions staff or intake coordinators. If it’s unclear, survey your clients to learn what concerns brought them to you.
- Embrace the knowledge gap: Assume prospects don’t know much about your industry. Don’t use jargon — break concepts down in a way that builds trust.
- Get first-hand insight: Talk to happy customers. Let their real-world experiences shape your content.
2. Research broadly, then dig into the details
Start by Googling industry-related topics. You’ll see different perspectives on the same subjects. Now, take it a step further.
- Embrace the broadness: You’re not aiming for something groundbreaking. Instead, focus on what your experts can uniquely say about a well-covered topic.
- Find the details: Look at small but meaningful details. A mental health provider might address back-to-school anxiety broadly, while an autism specialist could narrow in on how it affects neurodivergent kids specifically.
- Be satisfied with the ‘slice’: One well-covered topic (300-600 words) is better than an article trying to cover everything at once. This also helps you build a pipeline of future content.
3. Highlight what makes you unique (without being overly self-promotional)
Good content doesn’t sell directly. Instead, it shows how success happens with your business.
- Shift the focus: Instead of writing about why En Pointe Ballet School is special, discuss how ballet builds kids’ confidence. You’ll naturally showcase your expertise while making an emotional connection.
- Show, don’t tell: Readers respond to stories and real-life examples. Use storytelling to highlight what makes you different.
4. Ask five essential questions to unlock ideas
Still stuck? These prompts can help spark fresh topics:
- What does Google say? Search different keyword variations to uncover fresh angles.
- What else do you want people to know? Identify knowledge gaps you can fill.
- What’s a great thing that happened recently? A small success could inspire an article.
- If you had a prospect’s ear for 60 seconds, what would you say? This is a great way to clarify your key messages.
- What’s top of mind for customers right now? Address timely concerns or trends.
What’s next for your content marketing?
Creating compelling content starts with strong topics. Begin by listening to your clients and researching broadly, then dig deeper to find unique angles. Keep topics focused, tell great stories, and use our five go-to questions above for inspiration.
If you need expert help crafting standout content, talk to us at Zoe Marketing & Communications.
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