1. Proper Idea Description
Describe the idea briefly and clearly. Don’t write the outline—2-3 sentences are enough. But any teammate should be able to grasp the concept.
Our template for idea description:
Type of content (in the heading). Article, video, book, course + a short title.
Additional titles (in the main body). Other possible full titles if there are any.
Message and usefulness. Briefly describe the essence of the idea and how it is useful for product promotion.
Supporting materials (optional). Specify idea sources: inspirational articles, customers’ cases, and others.
Keywords. Add keywords straight to the description.
The more accurate and straightforward you describe the idea, the faster your team will evaluate it.
2. Search for Keywords
Find keywords straight to the idea. Thus you can estimate traffic potential before you start writing and delete the idea if it’s not of much use.
We use Ahrefs:
A. Get a keyword and define its Search Volume (or Global Volume if you target more than one country).
B. Estimate the Keyword Difficulty.
C. Choose SEO reference—one or several top search articles on a similar topic. They help find keywords faster:
- We look for articles and check their keywords in Ahrefs.
- Look at the top papers for the keywords with SERP and take keywords from them.
3.Define Evaluation Criteria
Evaluation without criteria is a time-waste on discussions and debates.
To define the objective evaluation criteria:
- Identify content-marketing goals.
The aim is targeted traffic. You can attract it with SEO optimization and word of mouth if readers like the story.
- Identify criteria predicting the outcome.
SEO traffic predictions are Search volume and Difficulty. You can’t estimate the traffic from word of mouth.
But you can evaluate the frequency of customers’ queries and the team’s competence. That is, you can produce expert and valuable materials on the topic.
- Evaluate implementation costs.
Content creation is time and money. You have to weigh the required resources and expected results.
You don’t have to come up with criteria from scratch. You can select some from prioritization frameworks and customize them.
Example of our criteria:
Competence. Are we experts in the chosen topic? Do we have enough experience, materials, and data to create quality content?
Time. How much time will it take?
Search Volume. How much traffic can it attract?
Difficulty. How difficult will it be to promote the keywords?
Frequency. How often do customers mention the feature/problem described?
4. Evaluate Ideas from Different Perspectives
Why should the whole team evaluate the ideas?
All participants have different data. The marketing team can consider an idea from different purviews. SEO specialist will evaluate traffic potential, copywriter—writing time, marketing analyst—frequency of user requests. Evaluating ideas from different points of view = evaluating them as objectively as possible.
Our score scale is from 0 to 3. We look at the score sum or the average score on the Top Priorities page and the score variation on the Alignment Page in Ducalis.
Different scores mean there’s disagreement, and we need to discuss the idea.
We discuss it on a call or in comments and identify objections. Thus we complement the idea or completely change it for better.
5. Evaluate Ideas Regularly
You don’t prioritize content once and for all—ideas lose their relevance.
How to keep priorities straight? Evaluate regularly. New ideas come up all the time. One may turn out to be excellent, get the highest scores, and be the first you take into work. Rate ideas weekly not to store a vast list and miss the hot topics.
Make prioritization a team habit and set up reminders to sustain it.
How to automate content ideas prioritization
Automate the evaluation to spend the least time possible.
How to do that?
1. Use spreadsheets with formulas, like Google Sheets, Notion, Airfocus, or other. Record ideas in a task tracker and integrate it with the spreadsheet via Zapier or tools alike.
2. Use prioritization tools, like Ducalis, that automate everything: issue lists with full context at hand, frameworks and criteria customization, reminders, calculation formulas, and alignment analysis.
To Wrap Up
We told you a proven way to select relevant ideas for your blog. It won’t take more than a week to implement the plan. Start prioritizing your content ideas now. Get targeted traffic to your blog and save time on discussions.