Here’s a typical scenario:

You have a Web site, and you know you need content.  Your Web site’s success depends on it. You’re trying to follow Matt Cutts’ advice (video here)on the three points of a successful Web site: crawlability, quality content, and a hook to get someone to link to you. But the “quality content” is giving you problems. A lot of them.

The dilemma is, you can’t think of any original content to write for your site. You sell used books online. Other than the books, what else is there to write about?

Plus, you’re a entrepreneur, not a writer. This presents a small problem too.

Let’s take this “problem” and come up with a solution. 

Our goal: original content for a used online bookstore and some help in writing it. 

What are the steps we have to take in order to come up with creative content ideas?

First, what do we need to know about the Web site?

1. What is the focus of the site? This is fairly easy in the case of the used bookstore, but it’s not so easy if the Web site sells a highly specialized piece of equipment. We need to understand what products or services the site offers. The more you understand, the better off you’ll be when you try to brainstorm for content. In the case of the bookstore, we assume this isn’t an affiliate store, but never assume. Know for sure.

2. Who are the target audiences? Every Web site has more than one target audience. Each target audience can be addressed with specific content just for them. Collectors are willing to pay a lot of money for first edition copies in excellent condition, and so are fans who are looking for autographed books. Writers are also a target audience for a used book store, and those who don’t want to pay full price for new books. Who else?

3. Grab an idea partner and begin to bounce ideas off each other. Start with one target audience, like collectors. What do collectors want to see at a used bookstore? That’s what it’s all about: what the audience wants to see–not what YOU want to give them. At this stage, all ideas are good, so write them all down. For help in learning to brainstorm, go through my 12-Step Creativity Program.

We could ask if there are any restrictions that we need to consider, but I hesitate to do so. We don’t want anything to get in the way of our creativity and brainstorming session. If we put in a restriction, such as the owner says that the hosting company where her Web site is hosted isn’t willing to do anything “fancy” or high tech with the site, our creative abilities are automatically stifled. Rather, we need to come up with ideas like crazy, and if she needs to get a new host to take care of her killer Web site, so be it!

Back to our used bookstore . . .

Let’s brainstorm for content ideas for collectors. What do collectors want to see on a used bookstore site?

Collectors are always looking for rare books. What if we offered a rare book search feature, where we did the searching for our potential customers?

What if we offered a forum where visitors could post books they’re interested in selling? We could offer a feature where people who are interested in buying certain books could post to a “wish” list as well.

What about offering a tool that helps our visitors identify the value of used books they have?

I’m sure there are a lot of words–a whole vocabulary–in the antique book industry that novices wouldn’t know. We could create content that explains what those words mean complete with pictures. Why? Because some of those words may have to do with the value of the books.

What about offering a content library on how to clean antique books, how to store them, how to repair broken binders, how to repair broken pages, and so forth? We could partner with businesses who specialize in repairing antique books.

We could also syndicate our content to other Web sites to help increase the visibility of our site.

We could post a calendar on our site where we list book collector events across the world, if we ship internationally.

We could offer book readings by authors, or chats by authors, and sell autographed copies of their books.

If I were brainstorming with a partner, the partner could pick up on any of my ideas and add a twist to it, and we’d head off in that direction. That’s the beauty of idea partners.

However, notice that we’ve already got ideas that will create user-generated content, viral marketing, greater visibility, and increase our link popularity.

I’m stopping for now. Other ideas should come from you, my creative readers!

Robin