I personally don’t!
Although I have a list that contains a 100 post ideas that I can write about, I spent more than 30 minutes trying to find the idea of this post.
For many, having a 100 post ideas is a year worth of content. However, when you’re in the digital marketing space; the idea that you found interesting a month ago, might not look so sexy today.
So how do you stay up-to-date with what people really want to read about?
By constantly asking your prospects of the challenges they face in your particular industry, you’ll be able to come up with relevant content ideas that really solve problems.
So the best type of content you can ever write is the one that you get asked for by your prospects/audience.
The interesting thing about this is that when you brainstorm ideas for your content by yourself, you tend to think about solutions that your prospects NEED instead of WANT.
However, when you rely on your prospects’ feedback and questions, they’ll tell you exactly what they WANT so you don’t have to guess anymore.
…and that is exactly the best type of content you can ever write!
In addition to that list I told you about that has about a 100 post ideas, I have another list that only has questions from my email subscribers. This is what I use the most to write content on my blog!
That being said, just answering your prospects’ questions isn’t enough to get them to buy your products or services. There are some other factors that you need to consider when designing your blog posts.
1- Write Insanely Practical Content
People might want a Smartphone, but they sure don’t want one that requires weeks to figure out.
People want easy to understand and implement content.
They don’t want content that answers a question and raises another 10!
It sure takes lots of time and effort on your part, but you need to realize that your prospects are busy and can’t spend lots of time figuring out how they can implement your advice.
One day I was talking to a client and asked her why all of the products she uses are Apple’s?
Do you know what was the word she used to describe Apple’s products?
That’s exactly why people love Apple products. It’s because they’re easy to figure out even by someone who doesn’t necessarily have any technical skills or background.
That’s how your content should be. Your job is to remove any obstacles your prospects might face when implementing your advice.
Even though you promise that you’ll solve a particular problem for your prospects, it doesn’t mean that they will take your word for it.
Your solution should be backed up by data from third parties as well as from your individual experiences.
People love to see numbers!
If you pack your content with the exact results you got for yourself or for one of your clients/students, they’ll be more likely to believe you and implement your solution.
When they do and it works for them, they’ll be more likely to buy your products or services. I wrote more about this in the previous post “How to Convince Prospects to Invest in Your Products and Services”.
So try as much as you can to include proof in your posts every time you find appropriate.
3- Tell Stories
Did you ever hear the saying “Stories Sell”?
Stories are one of the most powerful tools that every business should use today.
They help humanize your brand and show your prospects that you really understand their problems and concerns.
They help you connect with your audience on a deeper level.
They bring memories, emotions and experiences that can help your prospects relate better to what you’re saying.
Bottom line, if you’re not making use of storytelling in your content, then you’re definitely missing a lot!
According to a study conducted by researchers from Princeton University, the listener’s brain activity mirrors the speaker’s activity. This is called “Speaker–Listener Neural Coupling”
The researchers discovered that there is an overlap between the listener’s brain and the speaker’s. This means that the listener is experiencing the same things that the speaker is experiencing!
The other interesting part in the research is that this speaker-listener coupling vanishes if the speaker fails to communicate with the listener.
This is what makes the difference between good and bad storytellers.
When you listen to a TED talk, you get really inspired and you feel like you can relate to what the speaker is talking about. This is mainly because they were able to transmit their experiences to you so you can relive them in your brain.
That’s also why great novels are always very descriptive.
You read a novel by Dan Brown and you wonder why he describes the character’s surrounding in incredible details. The reason is to make the reader live the same events as the characters. This will make the storyteller more believable and the listener more susceptible to any messages that may come from that speaker.
You as a business owner or a marketer can use storytelling in your copy. If you succeed to connect with your prospects using honest stories, then I can guarantee to you that you’ll sell way more!
That being said, there is something I want you to do!
I want you to go and ask your followers what are they struggling with the most. Whether you send an email to your subscribers, ask your Facebook fans or Twitter followers, the questions you get from them should be the base of your content.
This way you’ll make sure that no piece of content will ever go to waste!
Also, if you have more ideas on how businesses should go about creating great content, I would love for you to leave a comment below.
Image Credit: Gwydion M. Williams