Read the conversations
See how prospects describe their problem.
For agencies
Show clients why a topic is worth covering.
Use the questions prospects ask to explain your content recommendations. Check search demand and the client's existing pages before proposing another article.
All solutionsThe challenge
Start with the real question.
Clients want to know why an article belongs in the plan. Search volume shows interest in a query. The conversations behind it help explain what prospects need answered.
What changes
Give clients a plan they can review. Show the reader's problem and how people could find the proposed page. Explain what it adds to the client's site.
Your workflow
How to research the next topic.
Check the recommendation
Check search intent and what the client's site already covers.
Brief the writer
Include the original questions and the answer the page needs to give.
Example
A content decision for agencies
This fictional example shows how to check a topic before deciding what to write.
The situation
A client asks for another guide to choosing a platform. Prospects keep asking how much it costs to move their data.
What to check
Collect the migration questions and check search demand. Compare the client's migration pages with the answers already ranking.
The content decision
Recommend a migration guide if those pages leave the question unanswered. Include the prospect comments that prompted it and explain where it fits in the content plan.