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How you never run out of ideas when writing for your online shop

Great idea, but: How do you keep getting new ideas and then converting them into text? I want to explain that to you in this post.

Word flow is a blessing that a copywriter cannot get enough of. The other side of the coin, however, is a lack of inventiveness. Because without an idea there is no text, without text there is no content, without content there is no content strategy.

1. Always find new ideas

It's very simple: write about your products.
You may not know, but you have a gold vein under you that is just waiting to be finally recovered: your products.

This tip sounds too easy to be true, but it really isn't that hard. Sure, there are thousands upon thousands of online shops that all offer the same product as you. But the chance that you have at least one product in your range that you can rank for is probably 90%.

Why is that?

Most online shop operators simply do not have the time to check the possible keywords for each product and create unique content for them. Instead, they load the products into an Excel file in their merchandise management system and only optimize the landing page for the main category.

How to find undiscovered potential:

It will be a lot of work, but in the end it will be worth it. So comb through all the products in your range. Take a look at the keywords you've used and run them through all of the keyword tools you can find.

Tip number 1:

The keyword planner from Google

Let's say you sell coffee tables on your website, but you haven't really dealt with the topic yet. You have a landing page that is optimized for the keyword and so far you have named all products "Coffee table XY".

So enter your keyword into Google's keyword planner:

Illustration 1: View of the Google Keyword Planner

Now switch to the tab "Ad group ideas".

Figure 2: "Ad Group Ideas" in the Google Keyword Planner

Within a few moments you will have five more terms that are used synonymously for coffee tables: living room table, coffee table, living room table, lounge table and club table.

Not only should you now revise your products accordingly, but you can also write a guide on coffee tables, a test report on living room tables and a top 10 list of sofa tables.

So you have conjured up 3 content ideas from just one keyword.

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Here we go!

Tip number 2:

Find out your target audience's questions

You have certainly already given a lot of thought to your target group. But knowing their questions would take you one step further in your content strategy. Because: if you have the best solution to the questions, you will get the traffic.

First of all, you should search forums related to your topic and find out about users' questions about your keyword. You should also search through question portals such as Quora and Good Question.

Figure 3: The Quora question portal

Next, you can look at product reviews from customers on the competition's pages. In addition to the top players in your industry, Amazon is of course also recommended. You can gain important information on user behavior from the questions and customer ratings.

In your content strategy, you should address the problems found in this way and answer them in the form of a comprehensive blog article. In addition, I recommend sites like AnswerthePublic or Seorch, which filter out the questions for you from the auto-suggest functions of the search engines and present them in a clear form.

If you already have a question in mind, you can use Google's autosuggest function to find out whether it is already in the index. Simply enter the question and wait a moment to see if something is filled out. Often such questions are hidden treasures that you can use to generate traffic.

If you have a lot of terms that require explanation on your homepage, it is advisable to create a glossary or lexicon. If you're serious, write the best definition of the term you can think of. 1000 words should be the minimum. Incidentally, this also applies to your product descriptions.

Tip number 3:

Use related words

Tip 1 and 2 should keep you busy for a while and fill your editorial plan for at least the next few months, but the time will come when the content ebbs again. So here's a tip on how to keep finding new keywords: Expand your spectrum.

The chances are high that your target group is not only interested in one topic. So start writing on related topics. If you are in the eco-textile sector, you can blog about the environment and sustainability, if you offer fitness equipment, you can write about sports nutrition. Tools like Semager, Wordassociations.net or Google Correlate help you to find related search terms, word associations and correlating trends in search queries.

Figure 4: The Semager tool

The more precisely you know about your target group, the better you can deliver relevant content to them.

Tip number 4:

Create your own content

Okay, actually I wanted to leave it with 3 tips, but maybe you're already so advanced that you have put a green check mark on every keyword idea in the editorial plan. Therefore tip number 4 is: Create your own content.

You are already doing that, but by that I mean: come up with something unique that doesn't yet exist.
Let's assume you are addressing the exact target group that goes to the crime scene on Sunday evening and you sell football accessories. Then just start a football thriller that appears regularly on your website as a blog series.

This would give your content strategy a huge boost. Not only because you could then deliver regular content, but also because the marketing strategy would change completely. In the best case scenario, your readership will keep coming back to you and sharing your posts online.

2. How you never run out of words

You throw a word at a good copywriter and he'll pounce on it like a dog. Maybe you're the kind of copywriter who looks at the bone tiredly, turns around in the basket and goes back to sleep. The problem: you have no words.

1. Create an outline for your content

If you are not into creative writing, then first create an outline for your text. So you know in every paragraph what it is about and what you have to cover.

If you have no idea for an outline, look a little at others. For example, you can look at the table of contents of books on the subject on Amazon or look for a suitable course on Udemy and plug it into the directory there. Don't just look at it, let yourself be inspired!

In an emergency, you can also use the questions you have found on the topic to create a meaningful structure.

2. Fill the head with words

To write words, you have to read words. So look for qualified specialist articles, books or blog posts that cover the topic you want to write about. Fill your head with the right content so that it can later flow into the keyboard through your hands as if by itself.

If you deal intensively with the topic, your brain will automatically give you ideas to continue sentences. Sometimes it helps not to put what you have read into a text right away, because otherwise you may just repeat the content of the author in other words. So leave some time in between, take a nap and then write your own text.

3. Describe what you see

A trick from elementary school, but at a professional level. In times of social media and user-generated content, the wealth of ideas on the Internet is a real treasure trove for copywriters.

How to use this creativity:

Let's say you write an article on the subject of "furnishing a living room", but you can't think of anything straight away. Now all you have to do is go to Instagram, YouTube and Pinterest to search for the terms there.

Figure 5: Search for ideas on Pinterest

Et voilà, you already have endless ideas in image and video form that you only have to translate into words to complete your contribution. You just describe what you see. True to the motto: "I write what you only see."

4. Start writing

Sometimes it's just your own weaker self that separates you from a good blog post. Drive it away by just writing on it. Without a plan, without an outline, just anything you can think of on the subject. Just to get over the hurdle that is holding you back. The structure will follow.

Conclusion: long text, long-term sense

If you take the topics from this post to heart, you will not only be able to save money on text creation, but you will also become a better customer advisor.

You deal so intensively with your products and your subject area that you inevitably become a full professional.
In addition, you no longer have to rely on unmotivated, copied SEO texts from the Internet.

These copywriters are probably not even familiar with your topic. And your customers will be happy not to have to constantly read sentences like “The wardrobe is a modern piece of furniture that impresses with its versatility” or “High-quality pull-up bars convince with their excellent quality and durability”.

Honestly, who reads these texts? You are the provider, you know the products and you can offer the customer real added value through your know-how.

Your online shop is an idea machine that churns out new content ideas. You just have to keep up with the processing.
With this in mind, I wish you a lot of creative stamina and an exuberant wealth of ideas!