If you’re stuck at the “what should we publish” question, you’re not alone. Even the most seasoned content marketers hit creative walls or struggle to prioritize amidst endless content requests. The difference between spinning your wheels and creating high-impact assets? A structured, data-informed process.
Here’s how to get clarity on what to create next—using inputs that align with actual buyer behavior, business goals, and cross-functional insight.
1. Analyze Your Traffic and Conversion Data by Page and Persona Start by identifying what’s already working. Use tools like GA4, HubSpot, or your CMS to break down:
Which pages drive the most traffic? In GA4, go to “Reports > Engagement > Pages and Screens” and sort by views or users. Export this data into a spreadsheet for analysis. Look for top-performers and ask why they’re working: is it topic relevance, SEO visibility, or format?
Which assets assist in conversions? In your CRM, see if they have Attribution Reports. Filter for closed/won deals or lead form submissions and identify which blog posts, landing pages, or resources appeared in the customer journey.
Where do specific personas engage or drop off? If you use persona tagging in your CRM or marketing automation platform, segment performance by attributes like job title or company size. In GA4, create custom audiences or explore user paths using “Explore > Funnel Exploration” to identify drop-off points.
Layer in filters by funnel stage, channel, and content type to spot under-optimized winners or content deserts.
Quick Win: Look for high-traffic pages with poor conversion rates or high-exit points. These often signal content that needs optimization or supporting pieces. For example, add a CTA or link to a deeper BoFu resource.
2. Run a Content Gap Audit to Uncover Missed Queries and Funnel Stages An SEO/content audit can surface:
Keywords your competitors rank for but you don’t
Funnel stages with minimal coverage (e.g., BoFu for a high-intent persona)
Related questions or featured snippets you could target
To do this:
Use a tool like Semrush or Ahrefs. Enter your domain and navigate to “Domain Overview > Competitors.” Review the “Keyword Gap” tool to compare keywords where competitors rank but you don’t.
Export your current content list and categorize each piece by funnel stage (ToFu, MoFu, BoFu). Check for gaps, especially where high-intent actions occur.
Use tools like Answer the Public or AlsoAsked.com to identify question-based keywords your audience may be searching.
Align gaps with strategic themes or campaign priorities.
Pro Tip: Plot findings in a simple matrix with axes for “business value” and “user intent” to quickly prioritize.
3. Interview Sales or Support for Current Questions and Objections Frontline teams hear the unscripted voice of the customer every day. Set up monthly syncs or quick async surveys to ask:
What questions are prospects asking now?
What objections are hardest to overcome?
Which resources are they sharing (or wish they had)?
To make this easy:
Send a recurring Slack message or Google Form with three questions (e.g., “What questions came up on your last call?”).
Record 15-minute Zoom calls with one sales rep or CSM per week and extract direct quotes or themes.
Tag feedback by persona, product, or funnel stage in a shared doc or Notion database.
This input grounds your content in real-world needs and helps bridge marketing with sales and customer success.
Framework Tip: Use a Content Decision Matrix Build or adopt a content decision matrix that scores ideas across four dimensions:
Buyer relevance
Business impact
SEO opportunity
Sales enablement value
This turns subjective brainstorming into a score-based shortlist. Bonus: it’s a great tool for aligning cross-functional stakeholders.
Example Matrix:
| Content Idea | Buyer Relevance (1-5) | Business Impact (1-5) | SEO Opportunity (1-5) | Sales Enablement (1-5) | Total Score |
|---|---|---|---|---|---|
| AI ROI Calculator | 5 | 5 | 3 | 5 | 18 |
| Webinar Recap Blog | 3 | 3 | 4 | 2 | 12 |
| Product Onboarding Guide | 4 | 4 | 2 | 5 | 15 |
| Industry Trends Report | 5 | 4 | 5 | 3 | 17 |
Use this scoring to prioritize high-impact ideas and revisit quarterly.
Next Step: Turn Insight Into Action
Once you’ve gathered these inputs, feed them into a monthly planning sprint or editorial calendar refresh. Don’t just fill gaps—build strategic bridges between what your audience needs and what your business offers.
Clarity isn’t about waiting for inspiration. It’s about creating repeatable systems that align data, insight, and strategy—so you never have to guess what to publish next again.
If you need help with your website and digital strategy, let’s fix that. Send a quick note or book a call — no pressure, just a conversation about how to get started.