There is a major problem with how most B2B software companies approach content marketing.
A 2023 survey of US software buyers found that 55% feel that B2B content tends to look and feel the same and 30% are disappointed in the quality of B2B content they get from Google search results.
This problem of low-quality, cookie-cutter content comes from the ideation process. Most companies rely too heavily on SEO and marketing analytics to come up with ideas for new marketing content.
That doesn’t mean that your content strategy shouldn’t come from hard data about what your ideal customers are searching for and what is performing well on your site. However, companies that only use this data for blog ideation are why the first 10 results on Google look exactly the same. Marketers see that buyers are searching for “X solution to software problem” so they write a blog called “5 Things to Know About X Solution to Software Problem” and call it a day.
Finding your ideal keywords and content pillars is only half of the process.
The next step is coming up with original ideas that advance the conversation forward and present a unique solution, idea, or perspective. This is the process we’ve developed for more successful content ideation:
Research Content Topics
I know I’m arguing that overreliance on data creates bland, repetitive content, but it is still an important part of the process. Moreover, it is a part of the process that some marketers are still getting wrong.
Below is a list of tactics for identifying which topics and keywords are likely to get high search volume and interest from your target audience. If you only do one or two of these tactics, you may not get the full picture of what your audience is really searching for. The more work you put into this stage, the more success you’ll have in the second half of the process.
- Competitive Research: Understanding what your competitors are focused on – and what they’re seeing success with – is a good benchmark to start. You can use Semrush to find out which competitor blogs are getting the most traffic and backlinks and which organic keywords they are ranking for. Also, take note of any topics or pillars your competitors aren’t covering.
- Newsjacking: Understanding current trends and newsworthy items is a good way to join the conversation and capitalize on new searches and pain points. Google Trends is a good tool for drilling down into current search trends. You should also set up Google Alerts to stay current on emerging trends and stories.
- Customer Pain Points: The best way to find out what your customers are currently struggling with is to simply ask them. However, there are a few research strategies you can use to cast a wider net. Search forums, subreddits, and YouTube for content related to your business and look at the comments. The questions people ask in the comments are extremely valuable insights into what they are most interested in and help identify ways to take a deeper dive into the main subject.
- SEO Research: Keywords are probably the least important aspect of blog ideation, but they can still help improve your titles and content SEO. We use Semrush to perform site audits and get an overview of keywords and positioning. Then Keywords Everywhere and AnswerThePublic can help identify new and long-tail keywords to target.
Pat Flynn has a great video where he covers some of these strategies. He especially focuses on strategies for finding customer pain points. It is worth a watch:
You should now have a large list of topics that your customers are interested in and keywords to help make that content more searchable. This can also help identify your content marketing goals. But if your content ideation ends here, you’ll just end up rewriting the blogs that gave you all these ideas in the first place. Just because your competitor’s blog succeeded doesn’t mean you’ll see success writing about the exact same topic. You need to take it a step further.
Focused Content Brainstorming
Now that you have your guidelines, it’s time to gather your subject matter experts and have focused brainstorming sessions. Your goal should be to come up with original and truly thought-leading ideas that fit the topics identified by your research.
This last part is key. Too often, content brainstorming lacks clear guidance. You end up with ideas that the experts are excited about but that no one is searching for or interested in.
When running these brainstorming sessions, keep the group size fairly small – 2-3 people. Larger groups can become too chaotic and it is more likely that one strong personality will end up monopolizing the time.
Aim to include subject matter experts for product-specific knowledge, sales reps for customer insights, and a technically knowledgeable B2B content creator to help craft a story. If there are more than 2-3 people that can offer value, split the groups and hold multiple brainstorming sessions.
If you’re the one running the meeting, focus on asking questions and getting the experts to dive deeper into the subject matter. Ask clarifying questions and questions that challenge specific notions or beliefs. What are the insights that only their company can provide and can’t be found from a Google search? This will open things up to help identify some unique and interesting ideas.
Also, make sure to keep things on topic. If the conversation is straying too far away from the topics identified by the research, help steer things back toward the ideas that you know will be relevant to your audience.
With the increased use of ChatGPT, the problem of cookie-cutter content is only going to get worse. However, this does present an opportunity to stand out from all the rehashed blandness by creating content that is both targeted and original. By combining the data and research of the left brain with the creativity of the right, you can create work that will truly engage your audience.
One thing we didn’t cover in this blog is how to fit this content into your overall content strategy. That step should fall somewhere between the research and brainstorming. If you’d like more insights into defining your content strategy, check out our eBook, “Implementing a Multichannel Content Strategy for B2B Organizations.”
