It’s no question – blog posts are a valuable addition to many marketing strategies. The next time you use the internet to search for a specific question or ‘how-to’, take note of the number of blog posts that populate the results. The internet hosts a lot of information, so how do you know which topics are best for your company’s audience?
Blog posts allow companies to expand upon topics that would otherwise include too much information for a single webpage. Posts also improve search engine optimization, establish trust, generate organic traffic, create brand awareness, and provide helpful information to readers. We could go on and on about the benefits of writing a blog, but blogs are only as beneficial as the content published.
Copywriters everywhere face the challenge of coming up with new ideas for content, and writer’s block is a very real thing. We know, we’ve experienced it. To help create quality blog posts and avoid the dark cloud of writer’s block, here is a list of ways we generate new content ideas for blog posts.
Keyword performance is one of the first elements we use to identify a blog topic for the week. Take a look at how your tracked keywords are performing. Choose one or two that could use a boost in online visibility. For example, if we noticed ‘content creation’ wasn’t performing as well as we hoped in search results, we’d likely publish a blog about content creation to attach more content to that specific keyword.
One thing to remember about keywords, however, is that keyword stuffing is not the answer. Search engines track key performance indicators (KPIs) such as bounce rate: the rate at which someone enters and leaves your page. A high bounce rate hurts search engine optimization (SEO) efforts. Low-quality content stuffed with keywords will also turn readers away. Who wants to read a blog that mentions the same word or phrase in every other sentence anyway?
Instead, incorporate high-quality keywords that Google will use to rank your website. Designate two to three keywords per blog, and refrain from copying content already on your website to help promote these keywords. Publishing valuable content with a few marketable keywords can improve your authority score and SEO.
Industry research and trending topics are another great way to find blog ideas. Look for topics that others in your industry are talking about. Search engines and online tools are your friend when it comes to finding a topic. Type a keyword or question about your services and products into the search bar of a search engine and take note of what comes up. You can also check out the ‘People Also Ask’ section on Google to see what information people want to know. Create content about what you know people are asking about in your industry.
Another way to conduct industry research for content creation is to use trending topic tools. Google Trends, Buzzsumo, and even more social tools like Buzzfeed and Reddit can give valuable insights into popular topics. Browse through what potential customers are talking about. Look for reviews on relevant products or services to see what people like or dislike. Business to business companies can also gain insights from reviews, both from others and their own.
Don’t forget about research on your own business! Google Analytics and Google Search Console will display search terms actual customers use to find your website. A Google Business Profile gives search terms used to find your listing. Conduct research to find out what your target audience wants to know and is looking for in real time.
For quick inspiration, check out social media platforms. Search through hashtags and discover pages to look for industry-relevant content. Many social media posts are short snippets of a topic, but they can still provide the inspiration you need to get started. Posts with a lot of engagements can give you an idea of what people are most interested in. However, don’t go off engagement statistics alone. We recommend combining social media with one of the other bullet points listed in this blog.
P.S. Sharing a blog post on social media can help improve consumer reach and post engagement.
Don’t shy away from repurposing old content. Expand upon a more specific point made within previous content, or add a new twist to provide a different outlook. Whatever you do, don’t copy and paste old content into a new post. The new post will be flagged as duplicate content and can hurt your search engine rank, as well as give your audience deja vu.
We’d like to specify that this point is about repurposing your own old content. While it can be tempting to copy an idea from a local competitor’s blog, it’s always better to create original content that is unique to your brand. Plagiarism is an ethics violation and can again create duplicate content, in turn penalizing your website’s search engine rank. Competitor blogs can be a source for inspiration, but don’t copy an original idea to post as your own.
Frequently Asked Questions
We touched upon Google Analytics, Google Search Console, and Google Business Profile earlier in this post to find commonly searched phrases or keywords for your business. You can also directly ask customers to provide feedback on what they want to know. If you don’t feel comfortable asking customers directly, take note of the questions asked when they first inquire about a product or service.
It’s also important to focus on the benefits of your services or products. New features may be impressive, but it is the way your product solves a common problem or appeals to the needs of customers that will help sell your products. Content creation for blogs works in the same way. Instead of writing 1000 words focused only on specific technical features, try explaining how your topic will improve the lives of the people reading it.
When it comes to blog posts, we highly recommend quality over quantity. If writing a weekly blog is too overwhelming, try a monthly schedule instead. Different goals, such as organic traffic or product promotion, may require more frequent posts. Determine a goal for blog posts, and then use the above steps to create a bulk topic schedule. Planning in advance will save time in the future.