The creation of articles, and their relationship with other marketing activities, should form a crucial part of your marketing strategy. Here’s why.

You may have noticed, there’s a lot of stuff on the Internet. Some of it’s annoying (please, not another Princess Diana article with the release of next season of The Crown), some of it is reassuring (wow, that curve really is flattening), and some of it is truly there when you need it the most (so that’s how I stop the washing machine making that noise!).

But one thing all that stuff has in common? They are all examples of article creation.

Successful marketing strategies include article creation in every stage of a campaign, and contrary to what you may think, there’s a lot more to it than penning another blog.

The content of the articles, the timing of their release, and their relationship with other marketing activities are all considered within a content strategy.

What is article creation?

Article creation is the delivery of a post or article on your website or social media that offers a benefit to your potential customers, and it can be as wide and varied as the businesses it supports.

A hairdressing supplier might post an article about how to care for your locks in summer; a tax agent might write a 10 point guide to preparing documents for your accountant; a supermarket might release a holiday recipe; or a charity might pen a story about how a donation changed a child’s life.

Regular article creation is a key component of content marketing and usually sits within a suite of content, which might also include things like infographics, video tutorials and explainers, as well as paid content.

Benefits of article creation

Article creation might at first seem like a lot of effort to provide information that is essentially free, but the beauty of content creation is that it’s entirely transactional. What you give, you get back in spades.

To begin with, articles supercharged with search engine optimisation (SEO) including headlines, keywords, and images with alt text, will rank your website higher in search.

Article creation allows you to attract new customers searching out information on a particular topic to do with your business, or help you find them and reach out to them wherever it is they dwell online.

Regular article creation enables you to target customers at every stage of the buying cycle, including the phases of awareness, research, consideration, purchase, and retention.

By delivering the information your audience is seeking, you are building trust with a potential customer, growing your brand, and establishing you as a thought leader in the field.

RELATED: The benefits of regular article creation

Why article creation should be a key focus in your marketing mix

How article creation supports other marketing activity

A marketing mix is a delicate recipe of digital and traditional platforms including social media posts, paid advertisements across multiple digital platforms, search ads, influencer marketing, and website advertising, as well as offline marketing options.

Article creation supports every element of the marketing mix.

It brings in a steady stream of potential clients interested in what you have to offer from the social media lead generation part of your marketing campaign.

It’s what potential clients click through to when they see a paid ad or a particular social media comment or post. It’s where your potential customers land when they google a particular issue they’re having, and learn why you are the business that can help them.

Sure, that snappy campaign slogan or eye-catching social media post might get them through the door, but it’s article that forms the bond and makes the sale.

Need help with article creation?

Article creation requires an intimate knowledge of how people engage with words in the marketing space and what information will best support your marketing campaign at every stage.

Assemblo is a full-service marketing agency based in Melbourne and has trained and experienced content and article producers that can deliver powerful and targeted content for your marketing campaign.

To find out how article content can help your business or marketing strategy, give us a call on (03) 9079 2555 or drop us a note via our contact form below.

In the information-rich environment of the present day, content is king. But what do you do when you run out of ideas?

Rather than let your blog or content plan sit idle, here’s what you can do when you’re all out of ideas.

1. Use a content idea generator

Yes, there is such a thing! Content idea generators are the perfect tools for those who think the creative well has completely dried up.

For blog post ideas, try Hubspot’s Blog Topic Generator. This tool works by using certain algorithms based on marketing keyword topics. Simply complete the required fields with terms that you’d like to write about, and it will come up with a week’s worth of relevant blog post topics instantly.

You’ve written your blog post but you can’t quite come up with an engaging headline. Never fear, CoSchedule’s Headline Analyzer is here. The free tool gives your possible headline a ‘score’ and analysis of its key words to measure its impact in the format you’re proposing (e.g. Blog post, tweet). The tool can be nifty for fresh ideas on certain words in your content, and also doubles as a learning tool for tips on words that connect with your particular audience.

Portent’s Content Idea Generator can give you a quick topic for a blog post or tweet if you just type in a word – perfect if you have a single key word and all you need is a fresh topic to match. The tool generates ideas for types of content based on the keyword you provide, such as ‘give readers a straight up resource’ or ‘write a post in second person’. It can suggest some pretty random ideas but it is likely to offer a fun take on a serious topic. Give it a go!

2. Explore trending topics

Another go-to for content inspiration is to perform a quick check of Google Trends to see what is trending in your area.

You can drill down by topic (eg. health, tech, business) or search for your own terms to see what is trending on something specific.

Looking for trends in specific location? You can do that, too. Google Trends allows you to search for trends by region and sub-region, meaning you can get ideas for content Australia-wide or specifically for the suburb you’re creating content for.

This is a great way to get topic ideas for content that is on trend, timely and relevant.

4 ways to generate fresh ideas for your content marketing

3. Analyse the competition

We’d never suggest you rip off another’s work but you need to keep an eye on your competition to monitor what works and what doesn’t.

Is there an idea in a key topic they’ve missed? Perhaps there’s a gap or an opportunity your content could fill?

If you don’t know who your competitors are you can do a quick search on Buzzsumo by topic. It’ll rank content ideas based on the current volume of social media engagement.

Sometimes, all it takes is a little look at what the competition is doing to generate some fresh content ideas based on your own point of difference.

4. Get ideas from your audience

Do you know where your audience eats, shops and spends their time online?

Find user forums and networks and don’t be afraid to sleuth online Q+A communities like Reddit and Quora for customer concerns.

What’s a question your readers really want answered? Write a blog post addressing that exact problem.

Mine your customer’s forums for marketing topics they’re exploring – you could just find a nugget that leads to your best content ideas ever.

Ready to elevate your business?

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