Writing To Themes: The Importance of Structure In Content

How this works

Overview: Developing Themes for Content

If you are a B2B writer helping your clients succeed using content, you will have encountered this problem of writing on subjects that you don't know about, often.

The normal method to tackle this is to find experienced writers in each vertical. But that’s easier said than done.

Invariably, you will run out of luck and hit a wall.  

For example, a few years ago, we had a client based out of Toronto. They were selling licensing and permit management software systems to federal, state and municipal agencies in the US, Canada and the rest of the world. 

Though these systems were sold through tender bids, the company needed content marketing which would help them catch the buyers at an early stage of their discovery and search for permitting systems.

The challenge was to write on these systems and the buyer psychology. This was an industry which we had no clue about. 

But, we went ahead and did it. We had to learn the business ourselves. 

It's a lot easier now, with AI. And I'll come to it later in this article.

You can see that work here: Civictech – Calytera Blog – Medium.

Which brings us to the subject I want to explore. 

How do you train writers to write on any topic as if they are experts? 

Or conversely, how do train them to be experts on any topic, quickly?

Assume that we don’t have a million years to do that. 

To get to the bottom of this we need to understand how professionals research, structure, and write.

Once we grasp that, we release our minds from its shackles. 

The floodgates open and we will be able to write on demand. On any topic. The world becomes our oyster.

This article examines the techniques to help you write like a Pro. Fast.

These techniques are the ones I have reflected on, pattern-sensed, used, and know of. 

There will be others that you may know. Or may have come across. So don’t start on this journey with this as the most comprehensive outline of what you should do. 

Think of what you glean below as starting point for developing a theme of related topics and a topic exploration journey. 

I’m sure that you will be able to improve upon what I have done here.

The problem with content writing and a solution for it

The problem with most writers is: 

1. Lack of preparation. A mental laziness that affects their work and limits their productivity. What is easy then becomes cathartic and laboured.
2. Lack of structure in writing. This is explicable as most haven't bothered to learn this at school, or college, but are magically expected to do it at work. This shows up in most writing as random starts, meandering middles, and forgettable ends.

So this lack of preparation and structure, manifests as: Writer’s block, procrastination, delays in deadlines, waiting for inspiration to strike, or the Muse to manifest, I don’t know enough about this topic, and… more such excuses

With preparation, nay sharpening your axe, you can avoid all these excuses and get down to writing.

What I have learned is that writing, like most other things in life, is a process. 

Master the process, apply it with rigour and you will be more productive.

All the time.

Before you write any article, prepare with 4 things

1. Write to a theme, not individual articles, picked at random from Google Search.
   1. Understand what Google is good at. It gives you 100s of 1000s of results for a keyword.
   2. What it does not give you is structure for a theme. For a theme too you can use Google, just differently, though. I'll explain how, later in this article.
   3. Searching on Google for topics to write on is a low level of evolution in writing. Writers need to think about structure first, then search for elements of the structure in Google.
      
      
2. Explore different ways to research a theme. There are many you should be aware of. 
   1. Look at Amazon Book Indices and understand how authors handle a subject with inter-related topics woven into a book holistically.
      
      Search for the book topic by the same keyword, you'd use for a Google Search. The use the Look Inside feature on a specific book to find its Index.
      
   2. Search for Online Courses and Tutorials, paid or free, on a keyword. Look at how these courses are organized via an Index called: What you'll learn in this course.
      
      Authors such as Neil Patel, Brian Dean at Backlinko have tutorials with an Index at the top.
      
      Courses on Lynda, Coursera, Pluralsight, Skillshare, etc use the course content index to sell the course.
      
      Search for Lynda.com Account Based Management [ABM]
      
   3. View Conference agendas to find trending topics. Conferences need to attract an audience.
      
      Usually, their content index is full of new ideas and trendy topics.
      
      You search for <keyword + Conference|Summit|Event 2024> on Google.
      
   4. Look at Google Search for a given keyword. Now instead of focussing on the results, focus on the topic and keywords: You will notice a pattern - FAQs, Case Studies, Strategy, Plan, Tips, etc. Note these down. Soon you'll discover a set of word variations that you can use along with your keyword for more targetted Google Searches. Eg Account Based Management is a keyword you can search on and as you peer through the results, you will notice
      
3. Make a note of all that you research in a document like this [Short-term memory is mercurial and cannot be trusted when you need it most. Note-taking helps memory overload and easy search on demand. Obsidian, RemNote, NotebookLLM come to you rescue here.]
   
4. Then just write with material you have collected - your task is just one of structuring, collation and imbuing it with your tone and style.

Understand why structure is important

The primary purpose of the blog, or any content for that matter, is to give value to the reader - it should not be SEO, as that’s secondary and comes in much later.

Ideally, you should get him/ her to bookmark the page for a later visit. 

This will happen only when there’s actionable value to be gleaned on your blog.

To do this effectively, and sustainably, follow a method when you write.

1. Find a theme and structure

A theme is macro: think of a tree, or forest of trees, for themes. A topic outline is micro. Think branches and leaves as micro, the same as outlines.

Every part of the tree is connected to every other part. The branches emanate from the trunk, the leaves from the branches.

The trunk itself is rooted in a network that mirrors what you se overground, but that is below the ground.

Or alternatively, think of a building.

2. Get a set of chained/ logically connected topics before you writeThis is imperative

• The tree is branched
• Each branch connects to smaller branches and then to leaves. 
• The whole system is connected in the tree
• The tree is a theme, a superstructure, with a subset of branches, sub-branches, and then leaves.
  
  

Similarly, a building is also a superstructure.

• It comprise offices, or homes on each floor
• It has several floors connected with each other via lifts/ elevators, and stairs
• The building is a systematic structure

3. Superstructures are defined by what you wish to focus on.
   1. The Earth belongs to a superstructure called the solar system with its planets 
   2. The Earth itself has continents, countries, counties, cities, blocks, houses, flats, rooms and things within the room 
   3. A town is a superstructure with homes, offices, markets, roads, farms, etc
   4. A cluster of buildings in a city is a superstructure with its own market, shopping, roads, infrastructure, homes, offices, etc
   5. One building is a superstructure with several homes/ office in it
   6. Conversely, you can look at the Earth as one structure in the solar system, or one bit in the Milky Way Galaxy, or one tiny speck in the Universe.

What I wish to emphasize here is that superstructures are what you want them to be.

It can extend infinitely in any direction and what you wish to focus on then becomes the superstructure.

On the web, too we find superstructures:

1. A website is a superstructure with LPs, Content of Value, Retention Systems, etc
2. A collection of websites is like a town, or a city with lots of buildings, with a similar theme, say Food Blogs
3. The entire web universe is a superstructure - with all the elements it comprises

Similarly, blogs are systems. Because we are focusing on it, it’s a superstructure for us.

• Think of blogs as a connected system, and not as a random system
• Unless you start with a theme you cannot chain, or connect the articles logically
• If you try to connect randomly written articles in retrospect, you will struggle to fit the pieces together. This is because you never started out with the big picture.
  
  

So the structure I’d recommend for content is…

Now that we have understood structure, superstructures and themes, let's go ahead and explore this concept further with respect to a blog

1. Think first of an index of blog topics.
   You can use book indices from Amazon Look Inside, Tutorials - Video and text on the web, hidden PDFs on Google, etc for this.
   
   You can enhance this structure using ChatGPT in multiple ways:
   > Get a sample structure and ask ChatGPT to expand, enhance it
   > Get a sample structure and ask ChatGPT to create a similar but fresh structure
   
2. Create and then explode a theme, into topics
   Create a blog index outline from one topic.
   
   The best way to do this is to look at the structure of other blogs. TopicMojo helps you with outlines of the top 10 blogs on Google for a given keyword. Or you can do this manually.
   
   Or use ChatGPT to glean the structure from a blog URL. You may need external plugins to search the web for this.
   
   Or give ChatGPT a seed outline and ask it to expand the outline along the lines suggested.
   
3. Flesh out the outline, step by step

• Each topic/ subhead can be searched on Google before you flesh it out and rephrase it.
• Address pains/ mistakes/ fears/ frustrations/ anxieties/ misnomers that readers have/ make/ think. Put these into an Excel sheet.
• ChatGPT
  

3. Link concepts externally

• Make it easy for the reader to understand what you say. 
• Don’t stop him/ her in their tracks with jargon. Where concepts are used, link to an article which explains the concept well.
• Eg if your article on Account Based Marketing, talks about Customer Personas, then link the word to an internal, or an external article that details Customer Persona.
  

4. Add an intro, conclusion to your blog >>

• An intro talks of what you will be showing in the blog
• A conclusion summarises what you have just explained in the blog
  

5. Add mandatories >> 

• SEO Title, Description
• Links to Services
• Share/ Comment Requests
• Links to Lead Magnets

Remember this:

1. Theme = A set of connected topics, or superstructure, created before you start writing
2. Outline = One topic exploded in structure before you begin to write.

There are many, many ways to dig up a theme. 

The objective behind digging up themes is to find what you need easily without getting stuck. You may need more than one way to search for/create themes because of this. 

There are two categories that I have used. 

1. Steal from others
2. Create your own
   
   

Steal it from others

1. Use <keyword + filetype:pdf> on Google to dig what others have researched and published. Copy the index. Or wade through the sub-heads from the Index.
2. Use Book Indices/ Contents. Authors write with a plan - use that to your advantage even if you are not an expert on the subject. You can lookup Indices on Amazon Books using the Look Inside feature. 
3. Use Course Content Outlines: Video courses, tutorials all have course outlines. Use these outlines to understand the subject and nuance your search.
4. Use Conference|Seminar|Summit Agendas to find trending topics and themes

Make your own

5. Use a free-flowing basic structure [explained in this document] as a starting point for building and refining themes
   1. Start with a basic structure, dig up related keywords and then revise, search using the structure, to build a theme
   2. Look at top software platforms in your keyword subject - eg Business Productivity, or Account Based Marketing, or Intent Data, or List Building… The best sites for this are G2, TrustRadius, ProductHunt, etc. Find the top app sellers and check out their blogs and PDFs.

How to do each of these is explained below.

How to write to a theme

Use a Book Index

One method is to start With A  Theme From A Book Index, given below. This is the index structure from Sam Carpenter’s famous book, Work The System.

This is just one example from one book if you are writing on Systems.  

You could do this with several books and create a more enriched index of topics on Systems.

In similar vein, you could do this for other topics in your basket

1. Account-based Marketing
2. Intent Based Marketing
3. List building
4. Content Syndication
5. Content Creation 
6. Demand Research
7. Small Business Productivity - project planning, project management, process management, tools, templates
8. Small Business Costing
   
   

See how a theme is done for ABM or Account Based Marketing

Assume that you’re not from marketing and are asked to write on ABM.You can use the Index from the book to get started: A Practitioner’s Guide to Account-Based Marketing: Accelerating Growth in Strategic Accounts.

Peek Into Courses & Conference Agendas For Themes

Check out Conference Agendas and Courses/ Tutorials online for ideas.

1. Agenda - B2B Marketing 
2. Blog - Content Marketing World
3. Agenda
4. MarTech® Agenda | Available Now
5. Agenda | Gartner CSO & Sales Leader Conference 2023, Las Vegas, NV
6. Agenda - B2B Marketing Exchange
7. Workshops fall 2022 - MarketingProfs B2B Forum
8. https://go.forrester.com/wp-content/uploads/2022/06/B2B-APAC-Downloadable-Agenda-1-1.pdf
9. Adobe Summit: The Digital Experience Conference | Adobe for Business

ABM Conference Agendas

2. https://www.udemy.com/courses/search/?src=ukw&q=account+based+marketing
3. https://cxl.com/institute/online-course/account-based-marketing/
4. Demandbase ABM & GTM Certification
5. https://neilpatel.com/?s=account+based+marketing
6. Account-Based Marketing | MarketingProfs Training Learning Path
7. The Best Account-Based Marketing Courses | ABM Skills
8. Learn Marketo: Establishing an ABM Program
9. https://www.linkedin.com/learning/search?keywords=account%20based%20marketing
10. Make Heroes With Account-Based Marketing (ABM) - Principles of ABM | Franki Chamaki | Skillshare
11. ABM certification and mentoring – ITSMA

Top Courses on ABM

Free-flowing Theme Styles [FFTS]

Method 1 FFTS: An Initial Structure + Modifiers

Take a Theme/ Concept such as ABM and trawl through an initial keyword structure such as the one below

1. Definition of the concept [What is it]
2. Why is this needed/ important/ beneficial? [Stats should explain this + benefits of using the concept]
3. Strategy [How to think about it]
4. Planning [How to processify it]
5. Execution [How to implement it]
6. Mistakes, Pitfalls, Obstacles to Avoid [as part of implementing something]
7. Analytics|Measurement|KPIs [With what result]
8. Reporting [Actual Results]
9. FAQs [What are the frequently asked questions in this category on Google]
10. What tools enable this/ accelerate it/ grow it, at every stage of the above process
11. Trends in <concept>

Then add/ string together any of the following modifiers to it

1. <Concept/ Theme: ABM> + <Topic: Strategy> + <Modifier: Market Study|Research|Insights|Paper>
2. <Modifier: Data|Statistics>
3. <Modifier: Tips|Hacks|Ideas|How Tos>
4. <Modifier: Beginner|Intermediate|Advanced + Guides|Whitepaper|Books>
5. <Modifier: Case Studies|Scenarios|Use Cases|Examples|Success Stories>
6. <Modifier: Templates|Cheat Sheets>

Now, add/ string together both the year and filetype to this

1. filetype:pdf or filetype:docs or filetype:xls [option]
2. Year 2021|2022 [option]

So this is the search query you’ll get for Google by combining the 3 steps above: A + B + C

1. [Concept/ Theme: Account Based Marketing] +[Topic: Strategy] + [Modifier: Beginners Guide]+ [Year optional: 2024 ] + [filetype:pdf or another format as optional]. The final query will be Account Based Marketing Strategy Beginners Guide 2024 filetype:pdf
   
   
2. Account Based Marketing Plan|Planning + Tips|Ideas|Hacks|How Tos 2022 [+filetype:pdf as an option]
   
   
3. Account Based Marketing Case Studies|Scenarios|Use Cases|Examples 2022 [+filetype:pdf as an option]
   
   
4. Account Based Marketing Execution + Tips|Ideas|Hacks|How Tos 2022 [+filetype:pdf as an option]
   
   
5. Account Based Marketing Analytics|Reporting + Tips|Ideas|Hacks|How Tos 2022 [+filetype:pdf as an option]
   
   
6. Account Based Marketing Execution Mistakes|Pitfalls|Obstacles|Avoid 2022 [+filetype:pdf as an option]

Done For You Search Google Queries That You Can Modify For Your Concept <Account based marketing> is the keyword here. You can replace it with any keyword Eg. project planning, or intent based marketing, or list building, or whatever the keyword.

Two, you can add any modifier to the keyword as suggested above for getting fine-tuned results.

• ABM Trends 2024 [+filetype:pdf will unearth hidden documents]For example, you are researching a new topic, say Demand Gen, or Intent-based Marketing, where there are no books. Then you can use a query string with the above free-flowing structure to find what you need.Demand Generation Mistakes|Pitfalls|Problems|Obstacles|Avoid 2022

OR use a simplified queryDemand Research for Marketing +2022 +filetype:pdf OR Intent based marketing strategy guide +PDF

OR search by medium, network, search engine as belowMedium|Pinterest|LinkedIn|Tumblr +The Complete Guide to Intent-Based MarketingOr search by the Big Five Consultants, EY|Accenture|PWC|McKinsey|Forrester|Frost & Sullivan + topicEY|Accenture|PWC|McKinsey|Forrester|Frost & Sullivan Account Based Marketing

• ABM Market Research Paper|Study|Report|Findings 2022 filetype:pdfWithout filetype: ABM Market Research Paper|Study|Report|Findings 2022
• ABM Stats 2022
• ABM Case Studies
• ABM Scenarios|Use Cases|Examples 
• ABM Templates|Cheat Sheets
  
  
• FAQsQuestions on Google Suggest [for a targeted keyword ABM Strategy. You can iterate this for ABM Planning, Templates, Cheatsheets, ABM Execution,]
  • AnswerthePublic
  • AlsoAsked
  • QuestionDB
    
    
• Formats
  • ABM Infographics 2022
  • Videos
  • PDF|PPTX
  • Podcasts
  • Books

Method 2 FFTS: Keyword + Mindset + ActionsIterate through <keyword: ABM> + [A] Mindset + [B] Actions + [C] Focus + [D] SearchEngine + [E] for format

You can add Content Format to the above variables. 

There are 10 format types for content that Melanie Deziel outlines in Content Fuel Framework. You

are free to add this to your search query.

10 Types of Content Formats // How

1. Article - text on website, off website
2. Image Gallery, carousel with captions
3. Infographics
4. Video
5. Livestream Video
6. Podcast/ Audio
7. Timeline
8. Quiz
9. Tool
10. Map

This means that you can expand your search query, in this way: [Concept/ theme: Content Curation Strategy +[Format: Articles|Infographics|Videos|Tools|Quiz|Timeline|Podcast|Livestream, Webinar] 

+[Year: 2021|2022]

+[Filetype:PDF] Try this query: "content curation strategy"   

+articles|infographics|videos|tools|quiz|timeline|podcast|livestream|webinar +2021|2022 +filetype:pdf

Or by site, in this manner

Amazonaws.com +“Content Curation” +filetype:pdf

Or by Search Engine

Pinterest.com “Content Curation”, or Twitter.com +“Content Curation”, or YouTube.com +” Content Curation”, or LinkedIn.com + “Content Curation”, or Medium.com +”Content Curation”, or Reddit.com +”Content Curation”

Or you can combine some of this, like this

Pinterest.com +"content curation" +2021|2022 +filetype:pdfFocus Expanded & Explained

1. PeopleContent focused on people is content that tells the story of a person or a group of individuals. In journalism, we’d call this type of people-focused content a profile or feature.Profiles provide details about an individual, offering insights into their personality, perspective, character, background, achievements, behaviors, attitudes, beliefs, preferences, influences, style, and other aspects of their life.Could be a family, team, club, department, class, or other tight-knit community.Major Players: C-suite members, officials, executives, leaders, decision makers, candidates, celebrities, thought leadersMain Players: employees, staff, faculty, students, workers, crewSupporters/Partners: customers, clients, members, subscribers, fans, users, attendees, participants, vendors, providers, sponsors, advertisers, donors, benefactorsExceptional: winners, record holders, finalists, firsts, heroes, honorees
   
   
2. BasicsContent that focuses on the basics attempts to provide a general overview of a subject, offering definitions, background information, relevant context, and references for additional information.
   
   
3. DetailsWhen content focuses on the details, it aims to provide a lengthy, comprehensive, or otherwise in-depth look at a particular subject
   
   
4. HistoryContent focused on history aims to provide relevant information from the past about a particular topic, whether it’s an object, event, product, industry, person, organization, or something else.
   
   
5. ProcessContent that focuses on a process is designed to help the audience understand how something happens and, sometimes, help them replicate that process themselves.
   
   
6. CuratedWhen curation is the focus of a content piece, the piece is made up of an intentionally selected list of items, chosen for a specific characteristic or based on specific criteria.
   
   
7. Data/ Stats/ Insights/ Reports/ Study/ Survey/ TrendsContent focused on data aims to tell a story through the lens of numbers, statistics, trends, or other collections of facts and figures.
   
   
8. Product/ ServiceContent that focuses on a product most often serves a sales or marketing goal, where it provides information that guides a potential customer along the journey to becoming an actual customer.
9. Example
   1. When content is created through the lens of an example, it presents the story or details of a single or specific thing as a means of introducing, demonstrating, or showcasing a broader trend, issue, or story.
   2. How This Tiny NYC Shop Started the Black Ice Cream Trend Sweeping the Nation
10. Opinion
    1. Opinion-focused content is content created through the lens of a view, belief, or judgement, rather than through the lens of objective facts only.
    2. My Favorite Gluten-Free Cookie Recipes
    3. The 9 Best Independent Comedies of the Year
    4. Why I’m Switching Cosmetic Subscription Boxes

For eg if the topic is ABM, let’s attempt to explode it using some of the methods explained in the Free Flowing Theme Style [FFTS] for a topic.

• Top ABM ChallengesTop Account-Based Marketing Challenges | BusinessOnlineTop B2B account-based marketing challenges US 2022 | StatistaThese Are the Top B2B Marketing Challenges for 2022 | Drift

• Top ABM Mistakes10 Common Account-Based Marketing Mistakes to AvoidAccount-Based Marketing 101: Avoid These First Campaign Mistakes

12 Common Mistakes Businesses Stumble Over In Account-Based Marketing

B2B account-based marketing: 7 experts on mistakes to avoid

• ABM Myths/ Misnomers5 ABM Lead Gen Myths Hurting Your B2B Strategy - NetLine CorporationMyths and Misconceptions About Account-Based Marketing

7 Myths Uncovered About Account-Based Marketing - Terminus

• Top ABM Frustrations4 Ways that Marketers Frustrate Sales and How to Adapt - Aberdeen Strategy & ResearchMarketers Frustrated With Digital Advertising ROI

Why Isn't My ABM Working? 5 Easy B2B Marketing Mistakes

• Top ABM Strategy IssuesSix Things Stalling Your Account-Based Marketing Strategy, and How to Fix ThemThe 4 Surprise ABM Pitfalls in 2022 and How to Avoid Them | MeritB2B
  
  
• PlanningHow to Create a Flexible B2B Marketing Plan for 2022 | O8https://business.linkedin.com/content/dam/me/business/en-us/marketing-solutions/cx/2020/pdfs/linkedin-abm-guide-final.pdf

The 30-60-90 day plan for ABM

• ABM ImplementationThe Biggest Challenges With Executing Account-Based Marketing ProgramsPitfalls to Avoid in ABM Execution - Martechvibe
  
  
• ABM MeasurementShow and Prove: How to Overcome ABM Measurement Challenges

10 Uncomfortable ABM Realities - The Point

• Carry on the search with FAQs, Trends, Statistics, Market Research|Study|Insights|Report|Paper <Year> <filetype:pdf>, Templates, Cheat Sheets

Method 3 FFTS: Initial Theme Structure + Keywords

Let’s take another topic on Content Marketing and try out a structure that we have created from our experience in it, as below.

1. Start with a basic topic structure, like the one below

This is a vast topic. Start with a structure and bolded keywords that you know/ can think of, as below.

1. Content Marketing +Strategy which involves evaluating competitor content + analyzing your own content across the buyer journey/ identifying and fixing gaps,  and focusing on your own strategy from the results of the two activities.
2. Content +Planning - drawing out action plans from the strategy
3. Developing Content/ Crafting Content/Creative Briefs for internal and external writers. Plus decisions on Content Focus/ Formats - use Melanie Deziel’s 10 Focus points and 10 formats to create infinite content. Also check for Content Curation here.
4. Crafting Content +Outlines so that you know up front what you/ or writers will get
5. Content +Repurposing: Identify winning content for multiplying into media formats - change article to animated video, infographic, PDF, content upgrades, etc.
6. Content +Templates - piggyback on what is already done and shared by others
7. Content +Cheatsheets - same as above
8. Content +Scheduling involving editorial calendars and social media scheduling
9. Content +AmplificationAka Content Distribution/ Content Promotion that covers content sharing across social, use of growth tools to amplify reach, and distribution via backlinks, Online PR, Guest posts,  General and Niche Directories, and Content Syndication - paid or free.
10.  Content +Measurement/ Content +Analytics - distils KPIs, how to measure, and the tools which help
11. Content +Tools: Spread across Content Curation, Content Writing, Content Scheduling, Content Distribution/ Amplification and Content Analytics.
12. Content +Trends: Find cutting-edge topics
13. Content +Statistics: Find research reports, market studies, papers, surveys on content.
14. Content Marketing +FAQs: Check for queries on Google - use tools such as AnswerThePublic, AlsoAsked, QuestionDB for this.

You can use the above keyword model for most topics in Digital Marketing, or Marketing in general.

2. Now take the keywords in each step and use Soovle.com to generate more ideas.See the ideas generated on Soovle for Content Creation. Copy the ideas of merit on a notepad, or Excel sheet. Iterate for each term above.

Now try the same technique over at AnswerThePublic to get gobloads of questions on Content Creation asked by customers on Google. Export the results to an Excel Sheet.

Here is the answer link: https://answerthepublic.com/reports/5a737e3f-61b1-405d-90bf-7ff8a76e5068

Head over to AlsoAsked, and do the same thing, say for a term such as Content Curation. Export the results to an Excel Sheet.

Click on the + sign to generate more ideas. Then search for the ideas on Google for each term you generate.

Now head over to QuestionDB.io and check for Content Creation. https://questiondb.io/report/itkxbcusyoyifdszebsf shows you this output. Export the results to an Excel Sheet.

All you need to do after this exercise is to find a logical structure for writing using the keywords that you have researched.

Method 4 FFTS: Research For Ideas From Elsewhere

If you observe, almost all of the B2B platforms and software providers engage in content marketing. 

Each tries to outdo the other to educate the customer on the topic and why they should choose a particular platform.

So if you are writing on B2B topics, one of the ways to look for ideas is the content produced by software platform and App providers in the category.

1. The top, concept/ theme level keywordABM or Account Based Marketing
   
   

Head over to G2.com and search for ABM Platforms. From the results, analyze the categories of the top 3 apps to understand the tags under which these software are placed.For example, you have got a list of the top 10 software for ABM listed by someone. You understand that Terminus, Hubspot, 6Sense and Demandbase are the biggies. Now search for: Account Based Marketing Platform at G2.com.

Find the top platforms in the space using a query like this: Top Account Based Marketing Platforms|Tools|Apps|Software. Find lists like what you see below and make a note of the tools.

Check the category/ tags at the bottom of HubSpot Marketing. These give you additional nuances for search that you are not aware of [gold dust].

Now, I have 2 levels of search available to me, for HubSpot ABM Categories.

1. Top Level: Account Based Marketing Platform
2. Level 2 Nuances: Account-Based Web and Content Experiences , Account-Based Orchestration Platforms, Conversational Marketing, Account-Based Analytics, Account Data Management, Landing Page Builders, Marketing Analytics, Social Media Advertising, Social Media Management, Marketing Automation, and Marketing Platforms

Do this for DemandBase, 6Sense and Terminus results as well

Build a rich set of Query Terms for Topics Understand the category/ tag nuances for concepts/themes. These are obtained from G2.com for the keyword: Account Based Marketing Platform, sorted by Relevance.

I have bolded the unique terms in the above table. Now rationalize this list for unique, relevant terms and you suddenly have a large set of nuanced terms for search on Google for topics. For example as part of the rationalization, I might drop Social Media Advertising, Social Media Management, Live Chat and Chatbots from my list for ABM nuances.

So the flow will be like this for your search:

1. Find s Theme/ Concept 
2. Explode the theme with Categories/Tags 
3. Find topics using category/ tags and generic top level Keywords
   
   

Step 3: Find blogs and PDFs in these top platform websites.So the search query goes something like this:

1. Blogs: site:https://www.hubspot.com "Account-Based Marketing|ABM" blogs
2. PDFs: site:hubspot.com "Account Based Marketing|ABM" filetype:pdf
3. Similarly, change the site URL in the query for Terminus, 6Sense and DemandBase to get the results for those.
4. Make a note of the topics/ PDFs you find in an Excel File. Follow the topics, PDFs systematically to glean ideas for your own themes/ topics.

Yet other places to find theme related categories/ topics

• Wikipedia - experts write on topics here and for more mature topics you will find a rich vein of sub-topics here. Wikipedia is good for mature topics rather than new ones. For example, you can take a look at the sub-categories and ideas for a concept like team-building in Wikipedia.
• Niche Forums - forums are organized by topics/ threads. You may find nuggets here.
• Reddit and Quora - you will find sub-reddits by topic, or Quora threads if you are lucky
• Keyword Search Tools - Ubersuggest, LSIGraph will give you keywords associated with a topic

Read Next: Writing Content - Outlines - Part 2

1. Write content to the buyer stage, not randomly
2. How to write a content brief
3. How to craft a topic outline
4. How to find angles for your blog and social media