How do you actually find suitable content marketing topics? Regardless of whether you are doing content marketing for customers or are looking for exciting content for your own website : I’ll show you 5 methods that will make your topic search easier.

On the trail of brilliant ideas for content marketing topics!

My goal is to give you instructions on how to successfully design your topic search for relevant marketing content. In addition to classic keyword research, there are a few other promising methods of finding topics.

Remember: You can always visit our category ‘ online marketing ‘ for more articles.

Be clear about who you are writing the content for!

Regardless of whether you are creating content for your own website or for a customer, the most important question is and remains: Who should the content reach?

At this point, I assume that you already know and have defined your target group. If you’re still unsure, read my article on Buyer Personas. Quickly: You should have at least one answer to the following questions:

  • What are the socio-demographic characteristics of your target group?
  • What needs (related to your product, your service) does your target group have?
  • Is your target group internet-savvy and also make purchasing decisions online?
  • Does she use social networks and which ones?
  • Does your target group use the Internet for research purposes, for example for further information on products in which they are interested?

Someone who is looking for inspiration for their outfit on fashion blogs or the latest fashion trends, for example, will hardly be interested in topics related to impact drills at that time. The better you know your target group, the easier it is to search for and find a topic.

Content audit: what content is there already?

Before you start researching the topic, it makes sense to take stock. This is already the first step in our topic search: Make a note of which aspects you are still missing when analyzing your content and which you can revise and expand. The following questions will help you:

  • Are you starting from scratch or has information-oriented content already been created?
  • How useful is the content?
  • Is the content up to date or can you do it better now?
  • Does the content address your target group or buyer personas and solve their problems?
  • How can you implement these topics even better?
  • Which content is particularly popular?
  • What content is still missing?
  • Can or must outdated content be deleted?
Tip: You can do a site query for a quick audit. In that case, I checked whether there was already something on the topic of topic finding in content marketing on Ordishy, or what kind of content. This way you make sure that you don't treat a topic twice and you get an overview of your articles. It is particularly interesting which topic is not yet available. And which topics need a new coat of paint.

It is advisable to check and maintain your content from time to time . The next point is opening up new topics.

A tip on the side: search operators can make your life easier when searching. Which ones are available and how you can use them can be found on Google for web search optimization.

Strategic topic finding

After you have “examined” the existing content, you can start searching for new topics. There are several different approaches available to you. It is not always necessary to use all of them. But I would like to give you all the instruments at hand.

Use your “neighbors” as topic suppliers!

“Why wander far away when the good is so close”, Goethe already knew. So put the saying into practice and get inspiration for your topics from colleagues, friends, customers and your competition.

Cheating on the competition

Check out your competitor’s websites. And also on related journals and magazines. Spiking is expressly allowed! However, the same applies here: Getting an appetite is ok, but people eat at home. Let yourself be inspired by content for your topic collection – but please don’t just copy the entire content!

Customer surveys

Your content is aimed at your (potential) customers. Then why don’t you just ask them what they want to read and what information they want from you? Either as part of a written customer survey or you simply call your trusted customer.

Information from the sales and service team

Is there a customer support? Then we can’t get to the information that, in the worst case scenario, would be stranded there unused. Hardly any contact point knows as much about the problems, worries and challenges of your customers as the service team. This is your chance to find topics that concern your customers directly and that you can answer with your planned content.

Interview colleagues and friends

Often wrongly underestimated or simply forgotten: the opinion of colleagues and friends. If you don’t (yet) have any customers or support – which I’m not assuming now – ask people around you. What content would your colleagues and friends like to read on the website? Which needs need to be satisfied and which questions need to be answered?

Friends, colleagues, competitors and sales: Take the plunge and ask their advice too! The more input and perspectives, the better.

Content curation

Content curation stands for the collection, organization and reprocessing of “foreign” information on certain topics. Also a kind of cheating on the competition. However, this approach is more about presenting the views and opinions of other experts on a topic – of course with a link to the original sources. The basic idea is to enrich your content with added value.

The challenge here is to enrich your own content by changing perspectives or by (critically) illuminating your own point of view and thus stand out from the others.

Finding topics using tools

Probably the most classic method of searching for topics in online marketing is searching using various tools.

Google Suggest

Make sure to use Google Suggest for your research. Ask Google a question, but WITHOUT hitting Enter.

Think about a specific question about a topic or topic that is relevant to you. The question should start with a question word (also “W-word”) like “Who / How / What / When”. Then the topic follows as a keyword. The important thing is: “Don’t hit enter on Google”. Otherwise you will no longer be able to see the topics suggested via Google Suggest.

Let’s take the W-word “Which” and the subject area “Dog”. Search phrases are offered as you type. If you run an online shop for dogs, you have immediately found some good ideas for your content. The great thing about it, these suggestions reflect what users are actually looking for! So let’s just add the suggestions to your collection of topics.

Here is another article with tips on how to find ideas for your content marketing: Spark New Ideas with these Keyword Research Tools / Tips . offers you good assistance in finding a topic. It shows you how and what users are looking for online, how your competition deals with the topic and which niche topics are available to you. The question finder is very helpful. The tool primarily provides insights into user needs, i.e. which specific search interest is behind the entered term combination. The big advantage: TermLabs tries to find sources that are not well prepared in terms of SEO and are only displayed very far back in the SERPs. This way you can find articles that do not necessarily appear on the first pages of search results (because they are simply not SEO-optimized), but are thematically relevant.


With Sistrix , unused keywords can be identified under “Keywords Opportunities”. All you have to do is compare your domain with competing sites.

Sistrix will now show you a list of search terms for which your competition is found in the top 100, but you are not. If you go through these search terms and filter and sort them according to relevance for you, you have found new topic ideas again.


Hypersuggest, for example, is a tool (I often mention ) that is based on Google Suggest. Here you can find relevant search terms for all topics collected so far. The W question search is particularly interesting. In this way, you can also find out how exactly users search for these topics. Use this potential by answering as many W-questions as possible on the topics relevant to you.


With BuzzSumo, for example, you will not only find possible influencers but also the most frequently shared (content) on social media channels. Of course, it doesn’t make sense to adopt this 1: 1. Still, it’s interesting to see what kind of content is particularly popular. You can then add these topics to your topic collection.

Search forums and portals

Forums are old hat? I where! Online forums and portals such as Quora or Gutefrage have great potential to find out what motivates the readers of the individual target groups. The information from the tools and the web will help you to search for the right topics on these platforms. Here you will find individual questions from various users. For example, if a question is asked particularly often, it seems relevant. And particularly interesting: there doesn’t seem to be a satisfactory answer yet. The search volume of questions that are asked in such portals often has great potential, even if they do not appear in keyword tools.

Social media

Another little helper in the search for target group-specific topics are social media, such as Facebook. Based on the “likes” and “shares” you can see what the users are concerned with. A big plus of social media channels is their interactivity. Sometimes a topic call on Facebook can also be a good source of ideas. On an illustrated post like “What is important to you …?” You will get interesting and inspiring answers. You can also use Facebook groups to find out what your users are talking about and what concerns them.

Join topic-related groups and see what people are talking about, what questions they have. It is also best to ask questions yourself to find out what concerns the group members.


To find the relevant topics for your users, you need to know them and who you are writing for. The target group analysis comes before the topic research. Once this is done, you can start right away with my tips on finding a topic. Don’t let the thought of completeness deter you. Just start and try it out. But also take breaks in order to gain some distance again and to be able to continue fresh. Orientate yourself to these questions:

  • Are there any frequently asked questions from sales or support that you can answer?
  • What challenges do your customers deal with and what problems do they have?
  • Are there typical case studies from everyday customer or business life?
  • Do your customers follow discussions in relevant forums and social media groups?
  • What is your target group discussing in internet forums or questionnaires?
  • What is the most talked about on your topics in the media and on social media?

Is that how you proceed, or do you have a completely different approach to looking for relevant topics? How is your approach? I look forward to suggestions and opinions in the comments.

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