You probably already know all the benefits to running a blog and how it can help your business, but knowing what to write can be troublesome. You don’t want to spend large parts of your day writing content nobody will read, or spend money on a hiring a blogger who picks the wrong topics.
Regardless of your industry, use these 4 methods to come up with new blog ideas that customers will want to read.
1. Steal from your rivals
Visit the blogs of your biggest competitors and see what they are writing about. Focus only on articles that receive several comments and social media shares. These topics have been proven to get engagement and that’s exactly what you want to achieve with your articles.
When conducting research, if competitors’ blogs receive very little engagement (it’s quite common), look for other businesses in your niche (can be in different cities or countries) who offer similar services and see what they are writing about.
You’re stealing their ideas – not their content. Use their article as a template and create something better and more engaging. This short video explains in great detail what I mean:
2. Do some keyword research
If you have an online presence, you should be using Google Analytics to measure your website performance. One of the things it reveals is keywords users search to find your website.
See if you can come up with topics surrounding these keywords to:
1. Provide users with information they are searching for
2. Increase your website visibility through search engines
You can take things one step further by using the Google Keyword Tool Planner to search for keywords that prospects are typing into Google. For example, if you’re a lawyer in London, you can use the Planner to find keywords relating to your business:
You can use Google’s keyword suggestions to come up with blog topics that you know people are looking for.
BuzzSumo is a content search engine that finds trending content on the Web. It allows you to search by keywords or website domain and reveals the most popular articles on the Internet. I’ve searched Azure’s blog and it quickly reveals the most popular posts:
This time I decided to use a few keywords and I’m presented with some high level marketing blogs that have received thousands of shares:
Search for content that receives a lot of shares and create your own blog topics around it.
BuzzSumo has free and paid pricing plans, you can find out more by clicking here.
4. Find the pain points of your business
What factors are stopping customers from using your business? Do you lack social proofing? Are prospects confused about the product or services you offer? Do they even known you?
Create blog posts to resolve any friction points between your business and prospects. For example, if prospects are confused about a product, write a blog post explaining your product to remove all doubts.
Do prospects not trust you? Then create information articles that reveal your expertise in your industry. A blog can brand your business, capture leads and generate sales. Find friction points that stop prospects from converting and address them in your articles.
The best way to come up with article ideas and topics is to sit-down with your marketing team and write a content schedule. List 12-15 blog topics for the next 3-6 months based on what you wish to achieve with blogging.
If you find yourself getting writer’s block, use any of the 4 methods above to come up with your next blog post.
Vicky Etherington is a WordPress Happiness Specialist on a mission to empower 100 small businesses this year to take control of their own website and online marketing.