Do you need help developing fresh ideas when pitching prospective copywriting clients?
It’s a common challenge. But you can overcome it with a bit of creativity and effort. Bringing your ideas to the table can be a game-changer for landing new clients.
Prospective (and current) clients and editors love it when writers approach them with original content ideas. Not only does it showcase your skills and knowledge, but it also demonstrates your ability to think outside the box and deliver something fresh.
And in this age of AI content, generating and connecting new ideas helps you stand out. You’ll be seen as a partner, someone who can see new opportunities for your client to promote and grow their business.
This article explores three places to find content ideas. And trust me, when you approach clients with a portfolio of ideas in mind, they’ll appreciate your initiative and enthusiasm.
Let’s get started.
Idea No. 1 — Look at the Client’s Website
The client’s website is the first place to look for new ideas.
What kind of content have they already published?
Check out the content that’s already on their site. You don’t want to approach them with topics they’ve thoroughly covered. You want to know which ideas and positions they’ve already discussed.
Take note of the material they write and the format they use, whether it’s blog posts, videos, podcasts, or infographics. This will give you an idea of their preferred content types and what resonates with their audience.
What content are they missing?
As you review the client’s previous topics, look for the gaps or areas that need further exploration.
For example, suppose your client is in the vegan-food industry. You might notice they’ve published several articles on the benefits of a vegan diet. But they haven’t addressed the challenges of maintaining a vegan lifestyle while traveling. This could be an opportunity to pitch an article with tips and tricks for staying vegan on the road.
Or you may see a gardening-supplies client who has covered the basics of starting a home garden. But they haven’t explored the benefits of using companion-planting techniques. In this case, suggest an article on the benefits of companion planting and how to get started.
By identifying gaps in the client’s content, you can offer fresh, relevant ideas that appeal to their audience.
And don’t be afraid to call out the holes in their content strategy. Drawing attention to the topics they haven’t covered showcases your expertise and demonstrates your commitment to helping the client grow their business.
Is there a unique take you can offer?
Suppose the client has a website full of content. What should you do then?
Don’t get discouraged. You can still find a fresh take on a common idea. Try to think of a new angle or perspective on the topic.
Let’s say the client is a travel company that has already published articles on the top tourist spots in a particular city.
A fresh take on this common idea would be to suggest an article on the hidden-gem destinations often overlooked by tourists. The article could include insider tips and recommendations from locals, making it a more authentic and unique travel guide for the client’s audience.
This approach provides a new perspective on a common topic. And it adds value to the client’s content by offering something different from their competitors.
Remember, clients are always looking for ways to stand out from their competition; providing them with unique content ideas is one way to help them do that.
Idea No. 2 — Look at the Client’s Competition
When generating content ideas for your client, don’t limit yourself to just their website. Visit their competition’s blog and social-media channels.
Start by analyzing what their competitors are writing about. Take note of the topics that resonate with their target audience. Are there any areas where the client can differentiate themselves and offer a fresh perspective? Are there any gaps in the competitor’s content that the client can fill with their expertise?
Let’s say the client is a fashion brand primarily focused on sustainable and eco-friendly clothing. By analyzing their competitors’ blogs and social-media channels, you may find many competitors also discuss sustainable fashion. However, they may not highlight the specific materials or production processes championed by your client’s brand.
A fresh perspective could be to write an article explaining the benefits of using recycled fabrics or natural dyes in clothing production. This approach showcases your client’s expertise and sets them apart from their competitors by offering a unique angle on sustainable fashion.
Another way to generate content ideas is to look at the comments on the competitor’s blog. What questions is their audience asking? Are there any common pain points or concerns that your client can address in their content?
Idea No. 3 — Use Social Listening
Social listening is the process of monitoring and analyzing social-media channels, blogs, and online forums to gain insights into what people say about a particular topic, brand, or industry.
Let’s imagine your client is a fitness brand. In that case, you could use social listening to monitor conversations around fitness and wellness. You’ll look at the conversations happening on social media, in fitness-specific forums like Reddit Fitness or Nerd Fitness, and on question-and-answer platforms like Quora.
By analyzing the topics being discussed, you may discover a common pain point your client’s product can solve, such as the difficulty of sticking to a workout routine.
You can then create content that addresses this pain point. Maybe a blog post on staying motivated during a workout or a social-media campaign encouraging followers to share their workout tips and tricks.
Social listening has the added benefit of helping you identify influencers in your client’s industry who may be willing to collaborate on content or promotions. Engaging with these influencers and their followers can expand your client’s reach and build brand awareness.
Finding new ideas to pitch to prospective and current clients takes ingenuity and imagination. But it’s worth the effort, because coming up with fresh, unique content ideas can capture their audience’s interest, increase engagement, and ultimately drive conversions. And clients will love you for that.
Now, we’d like to hear from you. How do you find new ideas for client pitching? Do you use social listening or other methods? Leave a comment below sharing your insights and experiences. We look forward to hearing your ideas.