How to Create Content People Search For

With the festive period in full swing, you will want your website to be found. A common method to gain organic traffic is to produce high quality blog posts. There is a problem with this method. It doesn’t matter how exciting or knowledgeable your article is, if your target customers aren’t searching for it right now, you are going to lose the organic search game.

To achieve content marketing success, you don’t need to be in an exciting industry, or even have amazing writing skills. Content marketing depends on you researching the current search engine query trends (using a process known as content ideation) and writing content based on that.


Content ideation

What is it? Simply put, ‘content ideation’ is the process of finding relevant topics for content creation and deciding which ones would resonate with your brand’s target audience.

To match your content with what people are searching for carry out your research using resources such as keyword tools and social media sites. Here are some ideas of resources you could use for content ideation.

  • Keyword research: Google Adwords, Bing Keyword Research tool, io,, and
  • Question and answer sites: Quora and Yahoo! Answers.
  • Check content on competitor’s sites using tools such as Moz’s Open Site Explorer tool.
  • Ask your staff what questions they regularly receive.
  • Identify what customers are concerned about using company studies and survey data.
  • If you have comments on your blog, look through any questions they may be asking.


Content marketing creation do’s and don’ts

Once you have found a query that people are searching for, there are a few more tips you need to follow to avoid being penalised by search engines.

  • Don’t miss relevant keywords in your headline that relate to the content.
  • If your headline is too witty or obscure so it doesn’t inform people or search engines what your content is about.
  • It’s not all about self-promotion. These blog posts are never going to be seen by people who aren’t familiar with your products or service and not actively searching for them.
  • Keep your headline to 65 characters or less.
  • Add a descriptive bracket to your headline. For example: [infographic]
  • Headlines including the word “photo[s]” performed 37% better.
  • Use the word “who”. Studies have shown headlines containing the word ‘who’ achieve a 22% higher click-through rate.
  • Solve problems. Create “how to’ blog posts as many searchers enter how to queries on search engines.
  • Make your content easy to read by turning it into a list. For example: The 10 best gadgets of 2016.
  • Answer a question. Searchers often type a question as their query on search engines so take advantage of this.


Promote your content

If you want to ignore the advice above and write a blog about anything you like, you can. However, it will cost you financially. Your organic reach will be low and you will need a large budget to promote your content.

Paid promotion can be effective if done correctly, but it does require a lot of planning. You will need to determine your budget, and where to promote your content. Get it wrong and you will be spending money for irrelevant traffic to your site. Promote with caution.