Website content marketing-how to find topics for writing articles

Content marketing, as the name suggests, is a form of marketing that creates, publishes and shares valuable free content for online target audiences to attract and convert potential customers. In short, it is to attract specific customers with high-quality content.

“Content is king” is a phrase that many people have heard before. In fact, it is indeed a means of successful digital marketing activities.
Currently, 90% of organizations use content marketing, marketers spend an average of 25% of their budget on content marketing, and 78% of chief marketing officers believe that original content is the future of marketing. In 2019, companies are also paying close attention to this topic.
Content Marketing in 2019

Many of our clients know that content

Marketing is the future and that it will inject new vitality into their marketing activities. However, few can confidently say that their content marketing activities are successful. This is mainly because content marketing is really difficult! When starting a content marketing campaign, the first big problem you encounter is – what topics are the topics that potential customers are interested in? How to find these topics?
Before we start researching a topic, the first thing we need to figure out is – who are the readers of the article we write for, that is, who is the audience of our product?
Only by knowing who our audience is can we prescribe the right medicine. Understand what kind of content customers like, what their concerns are, and what questions they have about the product. Here I recommend you to read Huanxin’s previous article on audience research, “8 Free Online Tools to Help You Find Your Target Audience”

Audience problem solving

After determining the audience of the product, we can find suitable topics for the audience. Based on our own work experience, Huanxin has summarized the following practical methods to share with you:
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1. Search Engines
2. Keyword Research
3. Production and sales staff
4. Question and answer platforms (Quora, Yahoo Answer, Reddit…)
5. Related industry forums
6. Research competitors: F&Q
7. Industry publications: popular topics, headlines, comments and comments
8. Industry historical statistics
9. Social Media: Fans, Groups, Hashtags, Comments
10. Brainstorming + Data Support
1. KWfinder
2. Google Trend
3. KeywordTool.io
1. Search Engines
Billions of searches are conducted around the world every day, and millions of people go to Google or other search engines to find answers to their questions. If you want to know what people care about a product, just go to the search engine and look for it.

Google Search Engine Suggestions

Every time we type in the Google search box, Google will generate corresponding search suggestions based on people’s search habits. You can learn about the topics or content involved in the corresponding products.
Google Search Suggestions
Google related searches
At the bottom of the search results page, you can see related searches, which can let you know related topics or content.

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Google related searches

People Also Ask
If you enter a question in the Google search box and search, Google will generate corresponding suggestions and show similar questions that people have searched for before.
People also ask
2. Keyword Research
We all know that keywords are the foundation of SEO. We can target the corresponding groups of people through the lead management: how to manage leads from inbound marketing keywords arranged on the website. However, many websites only place keywords on the website pages to increase the density of keywords, but do not apply them to content marketing.
Keyword search data can largely reflect the user’s search intent and the problems they face. Through keyword research, we can understand the customer’s interests and problems. Here we recommend using Kwfinder, Google Keyword Planner, and Ubersuggest to research keywords and topics.
Keyword Research

3. Production and sales staff

Production staff are people who understand the product, while less-received staff are people who understand user needs. From them, you can learn about the topics that customers care about in the product production and sales process, and they will also give comprehensive and professional answers. They are not only good marketing list sources of topics, but also good content producers.
4. Question and answer platforms (Quora, Yahoo Answer, Reddit…)
Quora and Yahoo Answers are similar to Zhihu in China. They are question-and-answer platforms that collect questions from people all over the world about various things. You can easily learn about the topics that customers care about in your industry and products.
Enter keywords related to products and industries in the search box, and the matching search results will appear. We can easily find related topics. Take China Sourcing Agent as an example. On Quora, the search results generated around this keyword are

Quora Related industry forums

Forums are a very old way of communication in the Internet world, but they still play an important role. People share various news, videos, pictures and various information in them. Relevant niche industry forums gather relevant people in the industry, and what they talk about is also closely related to the product. Forums are definitely a good place to find topics.
Google search: [your industry] forum You can find industry forums, eg: [food] forum
[food] forum
6. Research competitors: F&Q
Studying your competitors is undoubtedly one of the simple and effective methods. Usually, there will be a FAQ section on the competitor’s website. By studying this section of questions from the top competitors in the industry, you can easily find the topic. The next thing to do is to try to sort out a more detailed and professional answer than your competitors.
FAQ

7. Industry publications: popular topics, headlines, comments and comments

Find authoritative and professional magazines, newspapers, and news websites in the industry, learn about the latest industry information, and the articles with high participation, and see what topics and titles they are looking for. Of course, also pay attention to the comments below.
We can then create articles related to these topics and try to come up with new ideas and solutions.
8. Industry historical statistics
Make full use of the industry and customer data accumulated by the company, and understand customer needs through data analysis. Of course, this requires sufficient data. We can clearly tell our customers that “80% of customers choose XX product”. Although these data are anonymous, they are indeed valuable to customers.
9. Social Media: Fans, Groups, Hashtags, Comments
When it comes to topic research, social media is a place that cannot be ignored. As the saying goes, “where there are people, there are rivers and lakes.” Of course, when it comes to social media, where there are people, there are topics. Facebook, Twitter, Instagram, and Youtube gather billions of people, and what they talk about every day is the source of your topic.
fan

A very important means of social media marketing

To share high-quality content to interest the target audience. Continuous social marketing will attract a large number of relevant fans for you, and the posts they participate in, the comments they leave, and the messages they send to you are all their interests. Therefore, finding topics from potential customers is also a good method.
Groups
Social groups are similar to niche forums. Related people gather in the same group to discuss content related to the industry, products, and topics. So what we are looking for is a group with many questions and answers in the industry, which can serve as our topic source.
Hashtag
We have to admit that there are many potential customers on social networks, but it is impossible for all of them to follow you. However, we can find them through Hashtag (# label) industry labels.
According to the topic tags, we can find popular articles, headlines and related questions, which can become the source of our topics.