Creating content isn't dissimilar to selling products. You don't want to just manufacture and distribute any old product in the hopes that it will sell without doing some research--and it's exactly the same with your content. Simply writing any article and posting it on your blog could end up being a waste of time if you don't validate your ideas first.
When researching ideas for content, we will validate those ideas by determining how similar subject matter has performed in the past, how well similar content is performing for competitors, and whether people are asking questions or performing searches about that subject matter. After validating your content ideas, we will implement a content creation strategy based on our research.