Content Marketing Ideas?

Content marketing is a great way to attract and engage with your target audience and H P Consulting can help you with your content marketing but how do you know what will make good content?

The main aim of content marketing is not to sell directly to the reader but is there to attract inform and engage with the intended target audience. The content of each page is optimised specifically to be relevant and attractive to that specific target group. By providing what the visitor is looking for your content will create a positive and helpful experience that in turn will create a favourable impression or awarness of your brand, product or service.

(If you want to know more about the basics of Content Marketing before you look at these tips try this article >>.)

Content marketing should part of your overall inbound marketing strategy. (Making you business or website easy to find by optimising, socialising and producing great content). If you want some good reasons as to why you should adopt the approach consider these stats from a recent survey by Hubspot:

41% of marketers confirmed that inbound marketing produces measurable ROI, and a staggering 82% of marketers who blog see positive ROI for their inbound marketing.

Companies that blog have 55% more visitors

43% of marketers generated a customer via their blog this year

Adopting an inbound strategy more than doubles average website conversion rates.

Getting started

Your first task is to consider what it is that you target audience might be looking for. In particular you need to think about what it is they will type into a search engine - these will be the keywords or phrases you need match and have within and around your content. You will be pleased to know that there are a number of useful sources that can help you with this

Finding Keywords and terms

Google Keyword Planner

This tool is designed to simplify keyword research and adwords campaign planning however it also works well for research into keywords and phrases.

Register to use the service then start adding you terms and it will come up with lots of related suggestions.

The best part of this service is that it also gives a good indication of volume - how many times a month a particular term is used. (Refine the tool to show usage within your geographic sales area)

Spend you time on content that already has a viable and interested audience.

Google Analytics

Use the organic search terms report to guide your writing. You can find this under the Traffic Sources tab followed by SEO then "Queries".

Create content around these keywords used by visitors that brought them to your website. In turn this will bring more people who share the same interests or requirements.

You should also look at you most popular pages and consider producing more around the same themes.

Google is reducing the ammount of information it provides in this area to analytics users. This restriction shows up as "Not provided" However it is still obtainable to adwords users.,

Google Suggest

Anytime you start typing a word or phrase into the Google search box you will be presented with a drop down selection of related searches. These are based on popular variations on your own text. These are a great source of ideas and indicate what others are looking for. They often give good insight into the user intent that will allow you to develop a good match with your content theme or angle.

Following a suggested search will help develop the idea and show different suggestions.

NB Look at the bottom of the results page for even more suggestions.


This is a free keyword suggestion tool that makes good use of Google and other suggest services.

Just add you initial term which will deliver a great alphbetical list of ideas. Then click to add their suggestions to your own report

Using your keyword list

Knowing what your target audience and potential customers are searching for is the first step in creating content that gets you found. These tools will also give many different combinations of keywords that should give you plenty of inspiration for your next compelling blog post. Every time you start writing a post or even a tweet keep you keyword list to hand.

TIP: Optimise your content for a single phrase and related terms this will ensure that you rank well for that particular search. Using multiple keyword terms in the same item will reduce the concentration and dilute your ranking potential. Always remember it is the highest ranking content that get seen and that gets the all important clicks.

NB If you want to deliver regular content to your site you will need to consider what online infrastructure you have in place to facilitate this. Unless you already have a reasonably sophisticated content management system the very best way to do this is to have a blog. There are many good platforms that are freely available and free to use - we recommend This platform is hosted on your server, has a good SEO optimised structure and each page becomes part of your site which is further positive signal for Search Engines. Most blogs readily connect with social media platforms making it easy to collect positive social signals for your content.

Suitable content can take many different forms so if you are looking for inspiration and ideas to work with have a look at the format suggestions here for some inspiration >>.

Helping you to get your content marketing right

Not all will work for you so think about what will work best for your brand, product or service and what time or resource you have available. H P Consulting can help you with this - get in touch

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