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The Best Place to Consistently Find Winning Content Ideas

For the fourth night in a row, I woke up at 4:00 a.m. to the sound of a bird outside my window squawking in a unique, almost understated, way that echoed through my apartment as a clicking noise.

On this particular night, I was accompanied by a pounding headache — but neither Squawking-Clicking Bird nor the headache was my issue.

Upon waking, I had a few content ideas in my mind, and as I uncomfortably tossed and turned while trying to go back to sleep, I debated if the idea seedlingswere worth pursuing.

When selecting your next content topic, the challenge is rarely finding an idea; it’s narrowing down which ideas you should develop and which you should discard.

You blog to find the answer

Let’s begin with a basic law of building a noteworthy blog:

You have to start.

The same insights won’t be available to you if you keep ideas in your head or delay publishing posts because you’re waiting until they’re “perfect.”

For someone as uptight conscientious about blog post quality as me, you might be surprised to hear that I often say, “It’s just a blog post.”

You should still push yourself creatively and refine your content into the best presentation possible — just don’t get too hung up on one blog post.

A blog post is not an encyclopedia entry, nor should it be.

A regular blogging practice holds the answers to many content marketing questions you’re wondering about:

What does my target audience need help with?

Why would they read/listen to/watch my content?

What can I provide that you can’t find elsewhere?

How much should I charge for my products and services?

Where should I promote my content?

When you build relationships with your audience members, they guide you to your next steps.

Your content topics evolve naturally as you:

Write and publish … and write and publish … and write and publish …

Your competitors can’t duplicate this work

So, when you have a content idea, start with these three steps:

Review your blog to see if you’ve covered a similar topic before.

Did it resonate with your audience? If so, it should be a great topic to explore more. If not, is there room for improvement in a new post?

If you’ve never written about the topic before, try it out. There’s no substitute for that practice, and at the very least, you’ll have new content on your site.

You might even post about a topic 10 times before you decide you don’t want to write about it anymore.

None of those content experiments are a waste; it’s all part of the process of uncovering the winners.

Plus, a piece of content you might initially view as “unsuccessful” could be the exact post that attracts a new group of readers months down the line.

You’ll never know unless the content is on your site.

Ultimately, your competitors don’t have access to:

The relationships you have with your audience members

The experience you gain from publishing

Monitor how your audience responds to your written content, and then you canrepurpose your best work to reach more people through podcast episodes or videos.

More chances to introduce new people to your content

You’re so familiar with your blog posts that it’s easy to get into the habit of saying, “I’ve already written about that topic,” and move on to search for new ideas.

After all, you don’t want to be repetitive.

But a topic is not off limits after the first time you’ve covered it. You can make it a category you write about regularly to make your blog a resource on the topic. Any one of those articles could be the one that introduces new readers to your site.

For example, you may have five bullet points in a post you wrote last week. Could each of those bullet points become an individual blog post?

New readers then have a chance of discovering your original article with the five bullet points, or any of the five more in-depth articles.

Search engines have more content to serve up that lead people to your website and you also have more content for readers to share on social media.

5 content types that help fill your editorial calendar

Now that we know how blogging regularly can help shape your upcoming content, let’s look at five specific ways you can fill up your editorial calendar.

If you don’t have a lot of content on your website yet, the first three types will be particularly useful.

1. Schedule “recurring sketches”

When a particular set of characters resonate with viewers on a comedy series such as Saturday Night Live, the writers bring them back in future skits.

Think of Hans and Franz or The Californians.

Since they were hits in the past, no one tunes out and thinks, “We’ve seen these characters before.” They tune in and think, “We get to see these funny characters in different situations.”

We have a few “recurring sketches” on Copyblogger:

Content Excellence Challenge: Monthly activities for our community that inspire more creativity and productivity

Editorial Roundtable: Pithy insights on content marketing and copywriting from our editorial team

Quick Copy Tips: Brief lessons that make your copy more powerful

What types of series would work on your blog?

2. Reveal the next part of your story

Every blog post is a piece in your content marketing strategy puzzle.

That’s why each one you write doesn’t have to be as comprehensive as an encyclopedia entry.

You have opportunities to both experiment with your own new ideas and give your audience any expert guidance they request.

Go wider or deeper:

What haven’t you revealed yet?

What do readers ask you?

What have you learned since your last post?

3. Rotate through set topics

If you write one blog post a week, you can decide on a topic for each week of a month and then repeat them to build up the content on your website.

For example, if you run a bakery, you can set topics that you repeat every four weeks:

Week 1: Muffin topics

Week 2: Croissant topics

Week 3: Jam topics

Week 4: Cookie topics

You’ll likely change these initial categories as your blog evolves and you find out what readers want to hear about the most, but setting these go-to topics gives you direction when you’re wondering how to start writing and publishing regularly.

4. Promote older content to your current audience

Once your audience has grown, you can also promote your older, evergreen content on social media or through curated posts on your blog.

An article you wrote five years ago is “new” to the person who reads it for the first time today. If you discover it connects with your current audience, address the topic in a new post.

Remember, don’t be afraid of being repetitive. Your new post will provide updated information, and even if you mention pointers you’ve given before, we all need reminders.

Advice you previously shared could easily touch a reader in a more profound way when they hear it again later.

5. Optimize your headlines

The more you write about topics from different angles, the better chance you have of attracting a variety of people who are all part of your target audience.

Or …

A new headline might engage someone who has skipped over your content in the past.

For example, three months ago, Rachel Reader may have seen one of your headlines on Twitter. It didn’t interest her, so she didn’t check it out. That was a shame, because the article contained the exact information she wanted …

When you publish a new post on the topic today, with a damn good headlinethat piques Rachel’s interest, she’ll click on the article and discover your website.

If you don’t have anything new to say on the topic yet, consider optimizing headlines you’ve already published and re-promoting them to see if they hook new readers.

So, where’s the best place to consistently find winning content ideas?

Your own website, of course.:)

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What we learned from SEO: The Movie

Have you ever wished for a nostalgic retrospective on the heyday of SEO, featuring some of the biggest names in the world of search, all condensed into a 40-minute video with an admittedly cheesy title?

If so, you’re in luck, because there’s a documentary just for you: it’s called SEO: The Movie.

The trailer for SEO: The Movie

SEO: The Movie is a new documentary, created by digital marketing agency Ignite Visibility, which explores the origin story of search and SEO, as told by several of its pioneers. It’s a 40-minute snapshot of the search industry that is and was, focusing predominantly on its rock-and-roll heyday, with a glimpse into the future and what might become of SEO in the years to come.

The movie is a fun insight into where SEO came from and who we have to thank for it, but some of its most interesting revelations are contained within stories of the at times fraught relationship between Google and SEO consultants, as well as between Google and business owners who depended on it for their traffic. For all that search has evolved since Google was founded nearly two decades ago, this tension hasn’t gone away.

It was also interesting to hear some thoughts about what might become of search and SEO several years down the line from those who’d been around since the beginning – giving them a unique insight into the bigger picture of how search has changed, and is still changing.

So what were the highlights of SEO: The Movie, and what did we learn from watching it?

The stars of SEO

The story of SEO: The Movie is told jointly by an all-star cast of industry veterans from the early days of search and SEO (the mid-90s through to the early 2000s), with overarching narration by John Lincoln, the CEO of Ignite Visibility.

There’s Danny Sullivan, the founder of Search Engine Watch (this very website!) and co-founder of Search Engine Land; Rand Fishkin, the ‘Wizard of Moz’; Rae Hoffman a.k.a ‘Sugarrae’, CEO of PushFire and one of the original affiliate marketers; Brett Tabke, founder of Pubcon and Webmaster World; Jill Whalen, the former CEO of High Rankings and co-founder of Search Engine Marketing New England; and Barry Schwartz, CEO of RustyBrick and founder of Search Engine Roundtable.

The documentary also features a section on former Google frontman Matt Cutts, although Cutts himself doesn’t appear in the movie in person.

Each of them tells the tale of how they came to the search industry, which is an intriguing insight into how people became involved in such an unknown, emerging field. While search and SEO turned over huge amounts of revenue in the early days – Lincoln talks about “affiliates who were making millions of dollars a year” by figuring out how to boost search rankings – there was still relatively little known about the industry and how it worked.

Danny Sullivan, for instance, was a newspaper journalist who made the leap to the web development in 1995, and began writing about search “just because [he] really wanted to get some decent answers to questions about how search engines work”.

Jill Whalen came to SEO through a parenting website she set up, after she set out to bring more traffic to her website through search engines and figured out how to use keywords to make her site rank higher.

Rae Hoffman started out in the ‘long-distance space’, making modest amounts from ranking for long-distance terms, before she struck gold by creating a website for a friend selling diet pills which ranked in the top 3 search results for several relevant search terms.

“That was probably my biggest ‘holy shit’ moment,” she recalls. “My first commission check for the first month of those rankings was more than my then-husband made in a year.”

Rand Fishkin, the ‘Wizard of Moz’, relates the heart-rending story of how he and his mother initially struggled with debt in the early 2000s when Moz was still just a blog, before getting his big break at the Search Engine Strategies conference and signing his first major client.

The stories of these industry pioneers give an insight into the huge, growing, world-changing phenomenon that was SEO in the early days, back when Google, Lycos, Yahoo and others were scrambling to gain the biggest index, and Google would “do the dance” every five to eight weeks and update its algorithms, giving those clever or lucky enough to rank high a steady stream of income until the next update.

Google’s algorithm updates have always been important, but as later sections of the documentary show, certain algorithms had a disproportionate impact on businesses which Google perhaps should have done more to mitigate.

Google and webmasters: It’s complicated

“Larry [Page] and Sergey [Brin] were fairly antagonistic to SEOs,” Brett Tabke recalls. “The way I understood it, Matt [Cutts] went to Larry and said… ‘We need to have an outreach program for webmasters.’ He really reached out to us and laid out the welcome mat.”

Almost everyone in the search industry knows the name of Matt Cutts, the former head of Google’s webspam team who was, for many years, the public face of Google. Cutts became the go-to source of information on Google updates and algorithm changes, and could generally be relied upon to give an authoritative explanation of what was affecting websites’ ranking changes and why.

Matt Cutts in an explanatory video for Google Webmasters

However, even between Matt Cutts and the SEO world, things weren’t all sunshine and roses. Rand Fishkin reveals in SEO: The Movie how Cutts would occasionally contact him and request that he remove certain pieces of information, or parts of tools, that he deemed too revealing.

“We at first had a very friendly professional relationship, for several years,” he recollects. “Then I think Matt took the view that some of the transparency that I espoused, and that we were putting out there on Moz, really bothered him, and bothered Google. Occasionally I’d get an email from him saying, ‘I wish you wouldn’t write about this… I wish you wouldn’t invite this person to your conference…’ And sometimes stronger than that, like – ‘You need to remove this thing from your tool, or we will ban you.’”

We’ve written previously about the impact of the lack of transparency surrounding Google’s algorithm updates and speculated whether Google owes it to SEOs to be more honest and accountable. The information surrounding Google’s updates has become a lot murkier since Matt Cutts left the company in 2014 (while Cutts didn’t formally resign until December 2016, he was on leave for more than two years prior to that) with the lack of a clear spokesperson.

But evidently, even during Cutts’ tenure with Google, Google had a transparency problem.

In the documentary, Fishkin recalls the general air of mystery that surrounded the workings of search engines in the early days, with each company highly protective of its secrets.

“The search engines themselves – Google, Microsoft, Yahoo – were all incredibly secretive about how their algorithms worked, how their engines worked… I think that they felt it was sort of a proprietary trade secret that helped them maintain a competitive advantage against one another. As a result, as a practitioner, trying to keep up with the search engines … was incredibly challenging.”

This opaqueness surrounding Google’s algorithms persisted, even as Google grew far more dominant in the space and arguably had much less to fear from being overtaken by competitors. And as Google’s dominance grew, the impact of major algorithm changes became more severe.

SEO: The Movie looks back on some of Google’s most significant updates, such as Panda andPenguin, and details how they impacted the industry at the time. One early update, the so-called ‘Florida update’, specifically took aim at tactics that SEOs were using to manipulate search rankings, sending many high-ranking websites “into free-fall”.

Barry Schwartz describes how “many, many retailers” at the time of the Florida update suddenly found themselves with “zero sales” and facing bankruptcy. And to add insult to injury, the update was never officially confirmed by Google.

Fast-forward to 2012, when Google deployed the initial Penguin update that targeted link spam. Once again, this was an update that hit SEOs who had been employing these tactics in order to rank very hard – and moreover, hit their client businesses. But because of the huge delay between one Penguin update and the next, businesses which changed their ways and went on the metaphorical straight and narrow still weren’t able to recover.

“As a consultant, I had companies calling me that were hit by Penguin, and had since cleaned up all of their backlinks,” says Rae Hoffman.

“They would contact me and say, ‘We’re still not un-penalized, so we need you to look at it to see what we missed.’ And I would tell them, ‘You didn’t miss anything. You have to wait for Google to push the button again.’

“I would get calls from companies that told me that they had two months before they were going to have to close the doors and start firing employees; and they were waiting on a Penguin update. Google launched something that was extremely punitive; that was extremely devastating; that threw a lot of baby out with the bathwater… and then chose not to update it again for almost two years.”

These recollections from veteran SEOs show that Google’s relationship with webmasters has always been fraught with difficulties. Whatever you think about Google’s right to protect its trade secrets and take actions against those manipulating its algorithms, SEOs were the ones who drove the discussion around what Google was doing in its early days, analyzing it and spreading the word, reporting news stories, featuring Google and other search companies at their conferences.

To my mind at least, it seems that it would have been fairer for Google to develop a more open and reciprocal relationship with webmasters and SEOs, which would have prevented situations like the ones above from occurring.

Where is search and SEO headed in the future?

It’s obviously difficult to predict what might be ahead with absolute certainty. But as I mentioned in the introduction, what I like about the ‘future of search’ predictions in SEO: The Movie is that they come from veterans who have been around since the early days, meaning that they know exactly where search has come from, and have a unique perspective on the overarching trends that have been present over the past two decades.

As Rae Hoffman puts it,

“If you had asked me ten years ago, ‘Where are we going to be in ten years?’ Never would I have been able to remotely fathom the development of Twitter, or the development of Facebook, or that YouTube would become one of the largest search engines on the internet.”

I think it’s also important to distinguish between the future of search and the future of SEO, which are two different but complimentary things. One deals with how we will go about finding information in future, and relates to phenomena like voice search, visual search, and the move to mobile. The other relates to how website owners can make sure that their content is found by users within those environments.

Rand Fishkin believes that the future of SEO is secure for at least a few years down the line.

“SEO has a very bright future for at least the next three or four years. I think the future after that is more uncertain, and the biggest risk that I see to this field is that search volume, and the possibility of being in front of searchers, diminishes dramatically because of smart assistants and voice search.”

Brett Tabke adds:

“The future of SEO, to me, is this entire holistic approach: SEO, mobile, the web, social… Every place you can put marketing is going to count. We can’t just do on-the-page stuff anymore; we can’t worry about links 24/7.”

As for the future of search, CEO of Ignite Visibility John Lincoln sums it up well at the very end of the movie when he links search to the general act of researching. Ultimately, people are always going to have a need to research and discover information, and this means that ‘search’ in some form will always be around.

“I will say the future of search is super bright,” he says. “And people are going to evolve with it.

“Searching is always going to be tied to research, and whenever anybody needs a service or a product, they’re going to do research. It might be through Facebook, it might be through Twitter, it might be through LinkedIn, it might be through YouTube. There’s a lot of different search engines out there, and platforms, that are always expanding and contracting based off of the features that they’re putting out there.

“Creating awesome content that’s easy to find, that’s technically set up correctly and that reverberates through the internet… That’s the core of what search is about.”

SEO: The Movie is definitely an enjoyable watch and at 40 minutes in length, it won’t take up too much of your day. If you’re someone who’s been around in search since the beginning, you’ll enjoy the trip down Memory Lane. If, like me, you’re newer to the industry, you’ll enjoy the look back atwhere it came from – and particularly the realization that there some things which haven’t changed at all.