{"id":2851,"date":"2023-01-12T12:23:00","date_gmt":"2023-01-12T17:23:00","guid":{"rendered":"https:\/\/beomniscient.com\/?p=2851"},"modified":"2023-04-14T12:36:41","modified_gmt":"2023-04-14T16:36:41","slug":"content-brainstorming-in-a-world-of-doing-more-with-less","status":"publish","type":"post","link":"https:\/\/beomniscient.com\/blog\/content-brainstorming-in-a-world-of-doing-more-with-less\/","title":{"rendered":"Field Notes #027: Content Brainstorming in a World of \u2018Doing More with Less&#8217;"},"content":{"rendered":"\n<p>Marketing teams across tech are facing cut budgets and trimmed headcounts. We\u2019re in the same boat, and we\u2019ve talked extensively about this&nbsp;<a href=\"https:\/\/beomniscient.com\/blog\/kicthen-side-surviving-recession\/\" target=\"_blank\" rel=\"noreferrer noopener\">on our podcast<\/a>&nbsp;and with our team.<\/p>\n\n\n\n<p>Many teams, namely Content, are being asked to \u2018do more with less\u2019\u2014<em>less<\/em>&nbsp;budget,&nbsp;<em>less<\/em>&nbsp;tooling, fewer writers.&nbsp;<\/p>\n\n\n\n<p>It\u2019s tempting to close up the content shop and focus energy elsewhere, but we strongly recommend against that. Why? Your competitors are doing that, meaning there will be&nbsp;<em>less<\/em>&nbsp;competition on the SERPs, too.&nbsp;<\/p>\n\n\n\n<p>Instead of ceasing production, consider ways to work smarter:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Repurpose everything\u2014podcasts into blog posts into emails into social media and back again<\/li>\n\n\n\n<li>AI can assist with production (have you tried&nbsp;<a href=\"https:\/\/beomniscient.com\/case-studies\/jasper\/\" target=\"_blank\" rel=\"noreferrer noopener\">Jasper<\/a>?)<\/li>\n\n\n\n<li>Our Staff Writer Nia also published a brilliant post on&nbsp;<a href=\"https:\/\/beomniscient.com\/blog\/writing-faster\/\" target=\"_blank\" rel=\"noreferrer noopener\">how to write faster without sacrificing quality<\/a><\/li>\n<\/ul>\n\n\n\n<p>However, when it comes to generating content ideas, how do you hack the brainstorming process?<\/p>\n\n\n\n<p>If you\u2019re staring into the abyss of 2023 and unsure what your business\u2019s content roadmap will look like, this newsletter is for you. Our team is well-versed in generating unique, impactful content ideas as we build year-long roadmaps for every client.<\/p>\n\n\n\n<p>Some of our research revolves around Ahrefs and deep competitor analysis\u2014a common approach to SEO content strategy.&nbsp;<\/p>\n\n\n\n<p>But this process yields only so many&nbsp;<a href=\"https:\/\/beomniscient.com\/blog\/how-to-do-keyword-research\/\" target=\"_blank\" rel=\"noreferrer noopener\">keywords<\/a>&nbsp;and topics, and some can be redundant or already published. Moreover, the results are limited to what competitors are&nbsp;<em>already<\/em>&nbsp;writing about and what customers are&nbsp;<em>already<\/em>&nbsp;searching for.<\/p>\n\n\n\n<p>What if your business operates in a&nbsp;<a href=\"https:\/\/beomniscient.com\/blog\/red-ocean-seo\/\" target=\"_blank\" rel=\"noreferrer noopener\">blue ocean<\/a>&nbsp;with few high-volume keywords and competitors? What if you want to focus on low-volume,&nbsp;<a href=\"https:\/\/beomniscient.com\/blog\/bottom-of-the-funnel-content\/\" target=\"_blank\" rel=\"noreferrer noopener\">BOFU keywords<\/a>&nbsp;or pain-point SEO with the goal of&nbsp;<a href=\"https:\/\/beomniscient.com\/blog\/convert-blog-traffic\/\" target=\"_blank\" rel=\"noreferrer noopener\">converting blog traffic<\/a>&nbsp;into leads and customers?<\/p>\n\n\n\n<p>Competitors and their keyword choices can only inform your content strategy so much.&nbsp;<strong>You don\u2019t always have to match your competitors to beat them.<\/strong><\/p>\n\n\n\n<p>Let\u2019s talk about how we generate new content ideas alongside competitive analysis and tools like Ahrefs:<\/p>\n\n\n\n<p><strong>1. Talk to Sales and Customer Service\/Success to understand how prospects and customers describe the product and their experience with it<\/strong><\/p>\n\n\n\n<p>This tells you how customers search for solutions and their language when discussing a product and features with others. This can inform new keywords to target and queries to answer through content. It can also give you more insight into how customers define themselves and their relationship with a tool or product category.<\/p>\n\n\n\n<p>For example, we learned that Jasper customers love how the tool helps them combat the \u201cloneliness of being a freelancer or solopreneur.\u201d This tidbit has nothing to do with the product features but has strongly influenced our content topics and how we relate to the audience in each post.<\/p>\n\n\n\n<p><strong>2. Take product demos and sign-up for free trials and freemium plans to better understand product features and how they translate to benefits and solutions (and search queries)<\/strong><\/p>\n\n\n\n<p>Many product-led content strategies focus on features over benefits. Yet, customers rarely know what features they desire in a new product or tool\u2014they focus on the benefit and solution.&nbsp;<\/p>\n\n\n\n<p>By indexing on the keywords and topics related to benefits, you\u2019re likely to catch someone with commercial or transactional search intent\u2014a much more potent mindset than when searching informationally.<\/p>\n\n\n\n<p>For example, we could market our services at Omniscient by listing what we deliver: blog posts, fully-managed content production, a brilliantly awesome team\u2026 you get it. But it\u2019s way more interesting and impactful to tell potential clients that we \u201cdevelop content that drives business growth and revenue.\u201d The outcome is what they care most about, after all.<\/p>\n\n\n\n<p><strong>3. Chat with real customers, as queries vary between and within companies. What a decision-maker searches can be wildly different from what the end user and\/or champion search<\/strong><\/p>\n\n\n\n<p>The same variation applies to how different companies use different words to describe tools, products, and platforms.<\/p>\n\n\n\n<p>For example, what one content team calls \u201ccontent operations,\u201d another may call \u201ccontent production.\u201d<\/p>\n\n\n\n<p><strong>4. Scour social media, discussion forums, and review sites<\/strong><\/p>\n\n\n\n<p>This gives you insight into how people discuss problems, source solutions, and ask questions. This surfaces new vernacular and language, similar to the process in step one, but it does so by observing attitudes and opinions expressed in the wild. People are always talking about their pain points on Reddit, Hacker News, communities and Slack groups, Facebook groups, Twitter, LinkedIn, and product review sites.<\/p>\n\n\n\n<p><em>Bonus<\/em>: This also provides content distribution and promotion ideas once the content goes live.<\/p>\n\n\n\n<p>How is your team drumming up content ideas this year\u2026outside of traditional keyword research? Reply and let me know!<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-recommended-reads\">Recommended Reads<\/h2>\n\n\n\n<p>1. <a href=\"https:\/\/beomniscient.com\/blog\/b2b-seo\/\" target=\"_blank\" rel=\"noreferrer noopener\">The 10 Building Blocks of B2B SEO Strategy<\/a>\u00a0&#8211; If growing organic traffic is your goal, the above brainstorming ideas should complement your SEO strategy, not replace it. This article is a foundational deep dive into B2B SEO.<\/p>\n\n\n\n<p>2. <a href=\"https:\/\/beomniscient.com\/blog\/content-curation\/\" target=\"_blank\" rel=\"noreferrer noopener\">How to Build Authority Through Content Curation<\/a>\u00a0&#8211; Net new content ideas aren\u2019t the only way to build an audience. In this article, David walks you through how to leverage content curation to become a trusted source of curated information that your readers can&#8217;t get elsewhere.<\/p>\n\n\n\n<p>3. <a href=\"https:\/\/www.convinceandconvert.com\/digital-marketing\/how-to-align-your-seo-and-sales-teams\/\" target=\"_blank\" rel=\"noreferrer noopener\">How to Align Your SEO and Sales Teams<\/a>\u00a0&#8211; A lot of blogs discuss Sales and Marketing alignment, but I\u2019ve yet to find many on Sales and SEO alignment. This article is a good starting point!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Marketing teams across tech are facing cut budgets and trimmed&#8230;<\/p>\n","protected":false},"author":4,"featured_media":2852,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[184],"tags":[],"wf_post_folders":[],"class_list":{"0":"post-2851","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-field-notes"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Field Notes #027: Content Brainstorming in a World of \u2018Doing More with Less&#039; - Omniscient Digital<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/beomniscient.com\/blog\/content-brainstorming-in-a-world-of-doing-more-with-less\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Field Notes #027: Content Brainstorming in a World of \u2018Doing More with Less&#039;\" \/>\n<meta property=\"og:description\" content=\"Marketing teams across tech are facing cut budgets and trimmed headcounts. We\u2019re in the same boat, and we\u2019ve talked extensively about this&nbsp;on our\" \/>\n<meta property=\"og:url\" content=\"https:\/\/beomniscient.com\/blog\/content-brainstorming-in-a-world-of-doing-more-with-less\/\" \/>\n<meta property=\"og:site_name\" content=\"Omniscient Digital\" \/>\n<meta property=\"article:published_time\" content=\"2023-01-12T17:23:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-04-14T16:36:41+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/beomniscient.com\/wp-content\/uploads\/2023\/04\/Field-Notes-Blog-Header-3-3.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"600\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Allie Konchar\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@beomniscient_\" \/>\n<meta name=\"twitter:site\" content=\"@beomniscient_\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Allie Konchar\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/beomniscient.com\\\/blog\\\/content-brainstorming-in-a-world-of-doing-more-with-less\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/beomniscient.com\\\/blog\\\/content-brainstorming-in-a-world-of-doing-more-with-less\\\/\"},\"author\":{\"name\":\"Allie Konchar\",\"@id\":\"https:\\\/\\\/beomniscient.com\\\/#\\\/schema\\\/person\\\/90271504e2adfa88f4d4367efe5e1d95\"},\"headline\":\"Field Notes #027: Content Brainstorming in a World of \u2018Doing More with Less&#8217;\",\"datePublished\":\"2023-01-12T17:23:00+00:00\",\"dateModified\":\"2023-04-14T16:36:41+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/beomniscient.com\\\/blog\\\/content-brainstorming-in-a-world-of-doing-more-with-less\\\/\"},\"wordCount\":924,\"publisher\":{\"@id\":\"https:\\\/\\\/beomniscient.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/beomniscient.com\\\/blog\\\/content-brainstorming-in-a-world-of-doing-more-with-less\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/beomniscient.com\\\/wp-content\\\/uploads\\\/2023\\\/04\\\/Field-Notes-Blog-Header-3-3.png\",\"articleSection\":[\"Field Notes\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/beomniscient.com\\\/blog\\\/content-brainstorming-in-a-world-of-doing-more-with-less\\\/\",\"url\":\"https:\\\/\\\/beomniscient.com\\\/blog\\\/content-brainstorming-in-a-world-of-doing-more-with-less\\\/\",\"name\":\"Field Notes #027: Content Brainstorming in a World of \u2018Doing More with Less' - 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