We draw inspiration from competitors, keep tabs on sales discussions, and think about what our buyer persona would like to read. When it’s time to plan our editorial calendar, I go into that channel and start thinking of keywords that relate to the topics we’ve added. Then, I turn to SEMrush to check, for example, how hard it is to rank for these keywords (keyword difficulty), how many searches they generate (their search volume), and why people are searching for them (their search intent).
We can use in our content. Another tool I find helpful is AnswerThePublic, which tells what night clubs and bars email list questions people are asking about specific keywords. Besides, I rely on basic Google searches for insights. I pay close attention to the auto-complete suggestions that appear as I type, and the “People Also Ask” feature is another great resource. All this helps me gain a better understanding of the questions our audience might have and work on answering them.
With all this information, I plan out our editorial calendar and decide what content will be created. Content Creation and Management to Keep the Morning Going I might let you down a bit by saying that we don’t actually create most of our content. Although, we do create some, just like the very article you’re reading now. It would be quite a heavy lift to generate the current amount of content if we did it all in-house.