A better way to explosive content

By Mathew Chandler

Every website needs a content plan but most web managers suffer from content exhaustion.  What to write next? We’ve covered that topic. I’m out of ideas.

The wonderful thing about the internet, the very place where your website lives, is that the answers are already right in front of you.

Say you’re in the property industry and specialise in office leasing. You’re tired of just writing about the space you have available – you’re desperate to add value and write about what’s important to your customers. You want them knocking on your door; an improvement in your website search engine rankings wouldn’t go astray, either. But how do you know what your customers are looking for?

Do you guess? Survey your customers? Ask your colleagues? Workshop ideas?

If you answered yes to any of the above, you’re probably working harder than you should. Why guess when someone else has done the thinking for you?

Here’s that one simple tip.

Go to your favourite search engine. For the sake of this blog, let’s say it’s Google.

Going with the example above, type in to the search engine: office leasing. Don’t hit return. Just wait for the pre-loaded suggestions to come up. You should get something that looks like this:


So, your search engine is now telling you the things that people most search for when they are looking for office space. If you take your cues from here, you could now blog about cheap rents, sublet office space or creative office spaces.

Is that it, I hear you ask? But wait, there’s more. Scroll down to the very bottom of the page. You should see something like this:

Searches related to office leasing - Acumentum Communications
Google search – Office leasing – Acumentum Communications

More gold awaits in Google’s suggested searches. This is not guesswork – Google’s algorithm is giving you the answers you need. When people search for office space, this is what they’re typing in.

Want to dive deeper? Click on any of the suggested related search strings, and repeat the process from the beginning. The deeper you dive, the more story ideas you can develop. Just remember, when you’re briefing your copywriter to give them the exact phrases from the search strings. If these are included in the copy, and repeated if possible, your blog content will rank higher in searches.

You can do this exercise for each and every product or service you offer, or hot topic you wish to cover, taking the hard work out of content planning.

Mathew Chandler is the Managing Director of Acumentum Communications, a Sydney-based content marketing agency that specialises in building content that resonates. Contact him on 0458 110 042.