If you’re going to put in the time + energy to create content for your housewares brand, you want to make sure you’re addressing topics that your audience cares about. Otherwise, what’s the point? However, finding relevant + timely topics is easier said than done. In fact, figuring out what to write about is arguably one of the hardest parts of content marketing. Have no fear! Great content ideas are everywhere — you just have to know where to look. Today we’re sharing some of the best places to look to fill your editorial calendar with timely, research-based topics that your audience will love.
1. Google Trends
Google Trends is a great place to start when it comes to finding potential content topics. The website analyzes the popularity of Google search queries. You can even narrow it down for specific regions, languages, date ranges + more. This is incredibly helpful when you’re looking to find timely topics that will keep you on top of current trends + searches.
2. Competitor websites
Your competitors are another great resource for potential topics. You can do a little sneaky reconnaissance to see what they’re currently creating content about. Tools like Moz allow you to see what keywords they’re ranking for, what housewares products they’re highlighting + how your site compares. While you don’t want to copy or plagiarize, you can use those details as inspiration + figure out how to do it better. Taking note of what content format they’re focusing on (video, blogs, infographics, etc.) + their publishing frequency can also help drive your content strategy.
3. Your team
Members of your team are a gold mine when it comes to content ideas. Those that work in sales or directly with your retailers and customers have first-hand experience about what questions your customers are asking, what they’re saying about your products + what the biggest pain points are when buying. Others involved in product creation have unique insights into design + how the housewares product works that your audience may find interesting. All this information can be used to create incredibly unique, relevant + engaging pieces of content.
On top of that, employees should be some of your biggest brand ambassadors. Maybe just take some time to hear their story + talk about how they use your housewares products or why they love working for your company. You may be surprised how their responses can help you hone in on your brand’s story + serve as a baseline for interesting content.
4. Your customers
When it comes to generating content topics, there’s no better source than the people you’re actually writing for! While you may not have a lot of face-to-face time with your target audience + customers, that doesn’t mean you can’t tap them for potential content topic ideas. Here are just a few ways to solicit feedback — without ever talking to your audience in-person.
- Tap into Social Listening. Customers don’t hold back online, so their feedback provides some clear insights into their pain points + buying habits when it comes to your brand. What are they asking questions about? What products seem to generate the most buzz when you post about them? What are they saying in reviews (both positive + negative)? This is all a base for potential content topics that they’ll actually care about.
- Post a survey or ask questions. There’s nothing wrong with taking to your social channels or email list for a quick poll or asking a direct question to your following, even if it’s small. You may be surprised at the results + followers love when they feel like brands actually care about their input.
- Look at your site search history. If you have Google Analytics set up correctly, you can see exactly what customers are searching for on your site search bar by going to Behavior > Site Search. This will give you a glimpse into what customers are searching for on your site + what they’re having difficulty finding — which could be a potential opportunity for content creation.
5. Keyword research
The Google Keyword Planner is an incredibly valuable tool when it comes to content creation + ideation. It allows you to search for various terms + see related keywords + search volumes. Google Search Console will also show you some interesting key phrases + search queries for your site + how often searchers click through for those queries, along with other unique insights. These phrases + data can spur new content ideas, particularly when you get to the long-tail, more question-focused phrases. If you’re tracking these keywords over time, you’ll also see new phrases appear + increase or decrease in volume as trends shift. Not to mention, writing content to address these keywords will boost your search engine optimization efforts + make your content stronger overall.
6. Industry experts.
Much like competitors, industry thought leaders, organizations + associations can also be a good source for content creation. Oftentimes these housewares industry experts, like the International Housewares Association + The Inspired Home Show, are talking about big-picture industry trends + news that are incredibly relevant to all different types of housewares businesses. While the topics might not always be the perfect fit for your housewares business, they can definitely spur some fresh ideas. You can take a new angle or approach + revamp the information to fit your audience + brand voice.
7. Google related searches + featured snippets
Google has a lot of built-in features that can be helpful when it comes to content creation. Try typing in some target key phrases or a potential blog title/topic ideas + take note of what comes up. The related searches, featured snippets + top results that show up can be great for spurring some fresh ideas + brainstorming as you build out your housewares brand’s content library.
8. Trending topics on social media
Social media trends, topics + hashtags are great for developing timely, share-worthy content that will likely generate visibility + engagement for your brand both on + off your social platforms. Keep an eye on these trends, find an authentic way to join in the conversation + create content as you see fit. Keep in mind that social trends change fast + not all of them will be a good fit for your brand. Do your research to understand why something is trending + whether or not it’s an authentic, meaningful trend for your brand + your audiences.
Who are the biggest influencers your audience connects with? By identifying these people, you’re opening yourself up to a whole slew of content opportunities. You can see what type of content these influencers are creating that seems to resonate with your audience + follow suit with similar topics + posting frequency. By understanding how influencers are engaging with their target audiences, you’ll get better insight as to what your audiences are looking for + how you relate to them more personally. You can follow suit in a way that’s true to your brand + you may uncover some new opportunities for influencer marketing + brand partnerships along the way!
10. Your blog archives + analytics
And last, but certainly not least, be sure to take a look at your blog archives and Analytics. What posts got the most engagement over the last month? What posts were the most popular at the same time last year? Are there any trends regarding content that seems to have the most views or highest conversion rates? You can then use these insights to create more content around similar topics or seasonal trends. You may be surprised what you can pull from the data!
Other Content Topic Development Tips
- Keep a brainstorming doc. Content ideas can pop into your head at the most random times — during a meeting, while you’re scrolling your personal social profiles after work, or, yes, even in the shower. We recommend writing down any + all ideas quickly in a brainstorming doc on your phone or laptop. Then you can come back to them later when you need some inspiration.
- No idea is a bad idea. It may not always be the right time for a particular topic or the idea may be far out in left field. Make note of it anyway! You never know when that idea could work later or lead to something great.
- Take note of content that interests you. If there’s a blog title that caught your eye, a poem that made you cry, or even a YouTube video or ad you couldn’t stop laughing at, consider saving those links. You can use those content pieces as examples + inspiration when you can’t think of a topic or you’re dealing with writer’s block.
- Use tools + automation to make the process easier. You can create lists on social media or set up RSS feeds + email alerts so you can quickly see content that competitors, housewares industry leaders + influencers are creating at a glance — without a lot of digging.
- You don’t always have to reinvent the wheel. Sometimes, finding new topics or creating additional content isn’t your best option. Oftentimes, you can save yourself time + energy by repurposing your content into something new. For example, a shortbread cookie recipe you shared highlighting your new line of baking tools could be repurposed into a video or infographic for a share-worthy social media post. The ideas are endless!
Hopefully, this makes finding engaging + relevant topics easier + more fun! If you need some help developing a solid content strategy for your housewares brand, we’ve got your back! We offer free consultations with our team, ongoing content creation + optimization, brand consistency plans + more to set your business on the right track!