How to generate content ideas quickly

So how do you decide what topics you should cover for your particular organisation or industry? Before committing yourself to using your time and budget towards producing content for a particular topic you need to determine: Are there enough people searching for this specific topic on a regular basis to make it worth the effort?Do you want to cover this particular topic in detail?Do you already have content that covers this topic? If the search volume for your chosen topic is low, it means there aren’t enough people interested in it to make it worth your time. Likewise, if you already have content on this topic, there’s no point in re-creating it – just review and update it, so the quality is as high as possible. Add internal links to make it easy for users to navigate and maximise your SEO potential.So how do you find out the search volume is for each of your potential topic clusters? The answer is keyword research.  Start by brainstorming around your chosen topic and coming up with some ideas of problems and questions that people may be researching.Then feed these general ideas into keyword research tools to come up with a list of longtail keywords to focus on, with an estimation of the monthly search volume for each.A longtail keyword is a specific variation of a more general keyword; for example, if your main keyword is “financial planning”, some longtail keywords might include: Financial planning software for retireesFinancial planning services for retirementFinancial planning for studentsFinancial planning for retireesAnd so on…  You can also generate a list of even longer tail keywords from each of these results. So longtail keywords for financial planning services might include: Financial planning services in BrisbaneFree financial planning servicesFinancial planning services for low incomeEtc…. As you get more specific with each longtail keyword, it’s likely that the monthly search volume will be lower - but the competition will also be weaker, meaning it’s easier to rank. I.e Your content will be found.  You can take advantage of this by creating topic cluster pages for each longtail keyword, each of which will improve SEO for the primary “financial planning services” keyword.There are many paid and free keyword research tools available, and you’ll probably want to try out a few to see which works best for you. Keyword Research Tools Keywordseverywhere.com – a free browser add-on for Chrome and Firefox that shows the monthly search volume, cost per click, and competition data for your keywords. Trends.google.com– useful for coming up with general ideas in the brainstorming stage, or seeing trends for a particular keyword (if searches are gradually increasing for a keyword, this is a promising sign. However, if searches are decreasing, you may want to skip that keyword. You can also see seasonal variations in keywords) Answerthepublic.com – comes up with actual questions that people are searching for based on your keyword. It’s great for coming up with longtail keywords that you can use to base your topic clusters around. Here’s one of the visualisations that answerthepublic.com comes up with for the keyword “financial planning” (there are several to explore). You can get some ideas from here that will help you to structure your topic clusters.    So while this may seem like a long process, it really isn't. Why? Because this process will allow you to generate a years worth of content ideas in the space of an hour or so. That's pretty good bang for buck.   

Why Content Marketing

Learn why Content Marketing is so important in 2019. This article explain the six key goals that a good marketing strategy would achieve.

Web Design Trends For 2019

Thinking about a new website in 2019? Here are the web design trends we think will help your brand stand out.

Google Analytics For Lead Generation

If you look at nothing else, there are 2 reports you should regularly review in Google Analytics if you are growing a service orientated business and want to generate leads.
This article cuts through the 100's of reports to boil it down to 2 critical analytics reports you can use to analyse and fine-tune your marketing.

SEO is Dead- Think Topic Clusters in 2019

SEO isn't exactly dead, but with a well planned content strategy you probably don't need it. here is why and how.

Google Ads Reports That Will Save You Time & Money

 The reporting function of Google Ads is one of the easiest ways to optimize your PPC campaigns and spot trends and patterns in your ad data. Google offers a set of ready-made reports, and you can also create and save your own reports, and schedule them to be automatically emailed to you on a regular basis.These four reports offer a lot of useful information that you can use to optimise your campaigns, research your competitors, and get the most out of your paid search budget so you can leave the office early on Friday and go to the beach, or pub, or whatever you fancy.  1. Paid & Organic ReportYou’ll find the Paid & Organic report under Predefined reports > Basic when you click the Reports tab on your Google Ads dashboard. ​For this report to work properly you’ll need to be set up in and – this will enable the collection of organic search data that can be used in your Google Ads reports. The syncing of data is not retroactive however, so if you haven’t already linked your accounts, you’ll need to wait a few weeks until you have enough data to analyse. The paid & organic report is really helpful if you’re running concurrent paid search and SEO campaigns so you can see the keywords that are achieving the best CTR when only your ads are shown and when your ads and organic listings are shown at the same time.What can you do with this information? Once you’ve identified your best-performing keywords you can improve your bid strategies, as you’ll know which long-tail queries are actually bringing traffic to your site.If your website is already ranking in one of the top spots for a keyword, you probably think it’s a waste of money to bid on this keyword too. However, in many cases appearing in both the paid and organic results will. 2. Auction Insights ReportThe auction insights report enables you to compare your performance against your competitors. You can run this report by clicking on Campaigns, Ad groups, or Keywords (depending on what data you want to look at), selecting the campaign, ad group, or keyword you want to view and clicking Auction Insights.This report gives you lots of valuable information including: Average positionSo you can see how your ranking compares with your competitors Impression shareThe actual number of impressions received divided by the estimated total potential number of impressions. Overlap rateHow often your competitor’s ad received an impression at the same time as yours. Position above rateHow often your competitor’s ad was shown above yours Top of page rateHow often your or your competitor’s ad was shown at the top of the page Outranking shareA percentage of the times you outranked your competitor either by your ad appearing in a higher position or by their ad not appear at all. There’s a lot of data here so it can be a little overwhelming to break down. At the top level, this report basically identifies all your competitors. While you probably have a good idea of your main competitors anyway, the auction insights report shows you exactly who you’re competing against for each ad group, campaign, and keyword. On a more granular level, you can see how you’re performing on individual campaigns and keyword groups and identify where you may need to allocate more budget.You can also segment data by day of the week or over longer periods to identify fluctuations by season. This can help you to figure out how your competitors are allocating their budget and identify certain days or time periods when you may be able to take advantage of weaker competition. 3. Keywords - Search Terms ReportOne of our favourites, but one often ignored. You can access the search terms report by clicking on Predefined reports > Basic > Search Terms in the reports menu. This will give you a rundown of all the keywords used that displayed your ad and resulted in a click.   You already have access to keyword research via Google Analytics and Webmaster Tools, as well as third-party keyword research software, so how is this report helpful?If you find that irrelevant keywords are triggering your ads or there are search terms with a very poor click-through rate for other reasons, you can add these terms to a negative keyword list so that you’re not bidding on them in future. You can also identify keywords that are converting well but that you may not have optimised for yet – creating a targeted campaign or landing page for these keywords can help to increase your conversion rate. 4. Top Vs. Other ReportMost marketers assume that if their ads are appearing at the top of the listings they’ll be converting better than ads in other positions. However this is not necessarily the case.Your ad position depends on a number of factors including your bid amount, , and the competition you’re up against. The total number of ads shown and the position of ads depends on the search term and the device used (mobile searchers tend to show fewer ads due to reduced space).The Top vs. Other report shows you how your ads performed and whether they appeared at the top of the organic search listings or in another position (generally at the bottom of the page). To access this report you need to go to the “Campaigns” page in your Google Ads dashboard, click the “Segment” button, and select Top vs. Other at the bottom of the menu.   You can then see how each of your ads perform when they’re at the top of the page compared to elsewhere, segmented by campaign, ad group, or keyword.In general, as you might expect, your CTR, impressions, and conversion rate will be much lower for ads that are not at the top of the page. Once you’ve confirmed this for the set of data you’re working with, you might want to consider increasing bids so that your ad doesn’t drop off the top of the page. However, if there isn’t a dramatic difference in CTR, or you’re seeing a decent conversion rate and lower cost per conversion, you can probably get away with a lower bid, as the top ad positions are not as essential. 

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