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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/

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THANKS THANKS

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