If you’re trying to put together interesting content for your organisation’s website or blog, it might seem to you that the natural first place to look for inspiration and information on a given topic, is Google. And that’s absolutely understandable; after all, the Internet (newsflash) is a vast place, with fascinating insights into almost any subject that anyone might care to mention.

However, in order to make your brand’s online content emphatically stand out to search engines and human users alike, it can really help to draw upon “real-world” sources, rather than whatever might immediately appear when you perform a Google search for a given topic.

How can you accomplish that, especially when you might not have much (or any) hands-on knowledge or experience of the subject you’re attempting to create content about? Well, you could try the following methods:

  • Asking your brand’s frontline salespeople about their experiences and insights

You might not be one of your company’s staffers who are involved in directly selling to target customers, but someone else probably will be.

Indeed, salespeople tend to have intimate knowledge of the “pain points” that those target customers have. This means they will be able to tell you what they have found out about those customers through direct contact with them. And of course, those salespeople could help you craft messaging that you can be sure will genuinely resonate with such target audiences.

  • Interviewing your brand’s customers directly

Your organisation’s salespeople will almost certainly have important and useful things to say that will feed into your content creation. However, it can also be greatly helpful to have direct conversations from time to time with the clients or customers you are serving or targeting.

When you do, you might quiz those clients or customers on such things as what their “pain points” are, how they looked into the products or services that would help them relieve those pain points, and what things were or were not important to them as they attempted to make a decision.

  • Taking ideas from what your competitors are doing… or not doing

You might imagine that what we’re suggesting here, is taking a look at your obvious industry rival’s main website or blog, and nicking a few ideas for subjects to write about. And that certainly can play a role.

However, don’t forget to look at what customers say in their online reviews of your competitors, too. There will probably be certain things that those customers like about what your rivals do, and certain things they dislike. The things that people mention can reveal a lot about their “pain points” – and in the process, give you inspiration for what to create content about on your brand’s website or blog.

The task of crafting genuinely captivating, relevant, and useful content can be much trickier than it looks – or you might just lack the time to put together such content.

Whatever your own brand’s needs may be when it comes to search engine optimisation (SEO) content writing, please don’t hesitate to get in touch with the Jumping Spider Media team, whether by filling in and submitting our online form or giving us a call, on +44 (0)20-8089-1220. We’ll be delighted to help you extract greater impact from this crucial aspect of your business’s online presence.