Your audience wants content that’s relevant, relatable and worth their time.
The information you need to write is already in that marvelous brain of yours. But perhaps you’re not sure how to articulate it in an engaging and entertaining way.
Brilliant article ideas are the foundation on which to build content that convinces and converts. In this post, I’m going to share with you articles proven to be popular with both B2B and B2C audiences. Gain the inspiration you need to catapult your business to the stars.
The Magic Ingredient
Before you run away with your new ideas, you need to do some preparation. The golden rule of writing effective content is knowing your audience. Understanding your target market helps you:
- Offer relevant and valuable information
- Increase interest in your business
- Drive value
- Be strategic
- Formulate your tone of voice
For example, if you were writing a blog for individuals interested in taking up rock climbing, you’d need to explain all your technical lingo (because most likely they won’t have come across such terminology before).
A good place to start when learning about your audiences is creating individual profiles for every client or customer type you have. Consider:
- Their objectives - what are their goals?
- Role or seniority - are they experts or green?
- Values or attitudes - what do they stand for?
- Pain points - what do they lack or need to improve?
- Vision of success - what’s their ideal purchasing experience?
- Where they get their information - which online and offline touchpoints do they use?
As soon as you have a crystal clear understanding of your audiences, use these content ideas for articles bursting with value.
1. List of Tips or Ideas
Nurture your readers with a quick-reference list of information that’s valuable to them. Gain this intel by exploring your audience's pain points to discover what they want or need to learn.
You can use this idea for both B2B and B2C audiences: just about everyone values learning new things. In fact, the promise of gaining new knowledge entices individuals to keep reading. Psychology and biomedical researchers Arif Hamid and Joshua Berke explain how the brain chemical dopamine casts this spell:
“Dopamine levels continuously signal how good or valuable the current situation is regarding obtaining a reward. This message helps people decide how vigorously to work toward a goal”
Need to know: don’t just describe an idea. Explain how it works - otherwise, your readers won’t learn, diminishing the value.
2. Examples of Something Great
Inspire your readers into action and position yourself as a saucy source of information using this idea.
For instance, if you’re a social media expert you could write about the best social media campaigns ever. Cover why they’re great, what they did and the results gained to inspire others to follow suit. In the process, you position yourself as a useful expert with a wealth of knowledge to share.
3. A Case Study
You say you can deliver an incredible service or product, but do you have evidence to support this? Case studies allow you to shine in a noninvasive way: recalling a time where a client benefited from your services will strengthen your position as a business people can trust.
Case studies aren’t just opportunities to blow your own trumpet, though. Add value to this idea by teaching your audience something new, taking a ‘here’s what you can learn from this’ approach rather than simply saying ‘this is why I’m great’.
4. Your Biggest Mistakes
Relaying personal trials and tumbles makes you relatable, building trust and loyalty among your audience.
Not only does this help humanise your brand, it offers your readers new insights to learn from. And because there’s only one you, the information you share is unique, elevating it’s worth (and your reader’s interest in you).
5. A Critique of Someone Else’s Article or Opinion
We’re not talking twitter wars here: nobody should be hurt in the making of your content. Your goal is to approach an idea or opinion and give your own spin on it. You can reject an idea but always respect the author for their difference of opinion.
Sharing your views and beliefs will connect you further to your audiences. But remember to always backup your points with relevant and accurate facts or statistics. As Wikipedia founder Larry Sanger puts it: “Quality is determined by accuracy and completeness.”
One Final Takeaway
If you aren’t getting good feelings from an idea, ask yourself: Is this content worth my reader’s time?
When you get stuck for ideas, it’s easy to fall into the habit of retelling what’s already been said. Old-hat content is boring and can be demeaning when your readers have heard it before. Use the ideas you’ve learnt today to craft fresh and exciting content; information people will put aside precious time to digest.
Helen Dibble , Founder of Incredibble Marketing
Helen is a content marketing extraordinaire. Since 2005, she has equipped companies and individuals with the right words and marketing strategies to ignite impressive business growth. In 2013, she founded Incredibble, a copywriting agency based in Manchester with clients across the UK and Ireland. Incredibble’s team of storytellers helps people share their best stories with copy for websites, articles, videos and more.
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