UNLIMITED CONTENT
HOW TO FIND CONTENT IDEAS
THAT GENERATE TRAFFIC
Isaac Díaz Carpio
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Wise
An
international
account for
people and
businesses
without
borders.
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We take care of
the Wise blog.
We create
content that
reaches millions
of monthly
visitors.
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40 35 58
People Languages Markets
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How did we get here?
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Maximizing
What
Works
Adding
Value to
Users
Constant
Content
Production
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4 WAYS TO FIND
CONTENT IDEAS
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UNDERSTANDING THE
PRODUCT & THE
AUDIENCE
01
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Your product
○ What is the core product?
○ What services do you offer?
○ What can be done with your
product? (think of actions)
Your Audience
○ Who are your customers?
○ What is your audience searching
for? Even before needing you?
○ What are your customers favourite
alternatives?
Ask all you can about…
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Your product
○ What is the core product?
phone cases
○ What products do you offer?
iPhone cases / Samsung cases /
Xiaomi cases
○ What can be done with your
product? (think of actions)
buy iPhone case / protect
Samsung Galaxy
Your Audience
○ Who are your customers?
smartphone users / all ages / buy
online
○ What is your audience searching
for? Even before needing you?
best iPhone cases / cool case
designs / least breakable phone /
scratch resistant phones
○ What are your customers favorite
alternatives?
Amazon / Mujjo / Casetify
EXAMPLE
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Validate your ideas & expand them
Seed Ideas → Seed Keywords
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Learning!
Build a solid long-term
content plan and stick to
it.
Just after, check what
your competitors do to
expand your ideas.
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MAXIMISE WHAT
ALREADY WORKS
02
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○ Categorise your content
topics / subtopics
○ Constantly analyse your
data
What is it working better?
Does it bring impact?
○ Build a topic authority
Even low search volume queries
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In one of our markets, we noticed
that during a period of a strong
currency fluctuation, certain
content:
○ Grew impressions & traffic
○ Revenue multiplied
How could we prepare to maximise
the impact?
Constant impact
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New + Optimised
content
Effects of our work
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FIND SEASONAL
CONTENT
03
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Reactive Content
An unexpected event triggers a content opportunity
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We decided to act after the start of
the invasion of Ukraine and create
content to uniquely support those
who were fleeing.
We decided our content by:
○ Using Google trends
○ Brainstorming
○ Checking Google News &
Suggestions
NB! This wasn’t a commercial
project and we didn’t use CTAs
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Traffic impact from our reactive content
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Seasonal Content
Expected seasonal events to plan content ahead
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We have topics that perform better in summer
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And some that perform better in winter
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All seasonal content helps increase traffic all
around the year
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GET NEW QUERIES
FROM OLD CONTENT
04
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You can find diamonds from your
established content.
○ Use Google Search Console
○ Find pages with high impressions
○ Organise the queries by less clicks
○ You’ll find new content opportunities
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This topic had 0
search volume in
keyword tools.
We knew it had
search demand. So,
the new content
moved traffic from
hundreds to
thousands.
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IT’S A TEAM
EFFORT
IT’S A TEAM
EFFORT
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Isaac Díaz
Regional SEO Content Lead
at Wise
Let’s connect on
/isaac-diaz-carpio/