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Generating Content Marketing Ideas: The R.O.Q. Method

With a quarter of the year already behind us, you might already feel yourself flagging when it comes to generating ideas for your content marketing campaign. Even worse, you might even feel like your content marketing strategy is somewhat lacking in strategy.

With a quarter of the year already behind us, you might already feel yourself flagging when it comes to generating ideas for your content marketing campaign. Even worse, you might even feel like your content marketing strategy is somewhat lacking in strategy.

Fortunately, we’ve got the solution for you, as we are proud to introduce the R.O.Q. method of content marketing. The secret to any successful content marketing strategy is knowledge of the target group. Follow these R.O.Q. steps and you’ll find you’re never short of content marketing ideas.

The R is for…

Research.

OK, so this step involves a lot of effort, but it will pay off. The better you know your target audience and their online preferences, the better you’ll be able to customise your campaign so that it appeals to them. There are numerous channels through which you can get more information about your target group, though perhaps the most revealing method is through good old keyword research.

Type in your keywords to Google search and check out what suggestions Google provides to auto-complete the keyword. It’s worthwhile checking out the results of the search, too, as this will help determine what kind of content you should be providing. If PDFs or infographics are displayed high up in the results, try making your content available in these formats, too. You can use tools like buzzsumo to refine your research findings.

The O is for…

Observation.

Trends come and go, but you need to stay on top of what your customers consider the hot topics of the moment. Check out the social media platforms and find out what your target audience is talking about. Keep your finger on the pulse in forums and discussions, as well as taking time to identify any leaders of opinion in your industry.

Your day-to-day office life is also a great eye-opener into your customers’ preferences. Keep a log of the questions new or potential customers ask in their mails and calls, then use these questions as your springboard to new ideas for your content. Finally, take a good look at what the competition is doing.

The Q is for …

Question.

Don’t be afraid to ask your customers what they do and don’t like. Be observant of subtle comments provided in emails and other interactions, then ask for more information. Not only will you get detailed insight into what your clients like about your service, you’ll also be able to identify any knowledge gaps which you can fill with your content strategy. If your customers receive a newsletter, ask them for their feedback. Quick and simple surveys can offer fantastic insights into your performance and provide the inspiration you need for your strategy.

And Finally…

Any successful content marketing strategy is planned. And it’s planned strategically. Once you’ve got your ideas and your content all laid out, you have to ensure you’ve got a clear timeline for publishing. Use your knowledge of your target audience to find out when they’re online and which channels they visit most for their information, then adapt your marketing strategy to meet these preferences.


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