The process of choosing topics to cover in your blog is essential for the long-term success of your content strategy. Here are four simple and effective tips for identifying the topics your audience is most interested in:
One of the easiest ways to understand what will resonate with your audience is to see which content they’ve viewed and interacted with the most in the past. By referring to the “Site Content” report under the “Behavior” section of your Google Analytics, you will see which articles on your blog garnered the most page views and which were viewed the longest via the average time a viewer spent on the page. Use those insights to inform future topic choices and build your content strategy to better serve your audience.
One of the most effective ways to find out what your community wants to read is simply asking them. Use social media to ask questions of your audience, conduct a survey through a service like SurveyMonkey, send a poll to your email list, or listen to common pain points communicated to customer service.
To get feedback more quickly, offer a few topic options when you poll your audience (with a survey or otherwise) on social media. Supplying some options, instead of making your community come up with ideas from scratch, will help better equip respondents to help with the brainstorming process.
Finally, include a call to action at the end of each article directing readers to a simple form or email address through which they can submit topic ideas. This way, there’s a steady source of inspiration coming directly to you.
There is nothing quite like answering the questions of potential customers and your audience at large with subjects covered in your blog posts, and Quora is a great place to find questions related to your industry. Since this social network is centered on answering questions posed by a particular community, search for keywords related to your industry for inspiration on topic choices.
For example, if your blog was focused on 3-D printing, your business might take the results above into consideration when planning out your content. If you do write an article based off a question seen on Quora, definitely comment on the question with a link to your blog post. Answering questions on Quora is an excellent way to drive additional traffic to your blog content.
One of the best ways to brainstorm around subjects of interest is to use the variety of tools available to help generate topics. Try the following tools to see which work best for your organization:
These tools can help get your ideas flowing in the right direction, as long as you’ve got some subject areas already in mind. Your intended audience’s interests, patterns in customer feedback, and insights from your Web analytics help, too. You shouldn’t solely rely on these tools, but instead use them to better guide your brainstorming process as you continue to develop your company’s content strategy.
What’s your process for coming up with topics for your blog? Share your experiences in the comments below!