How Do I Choose a Blog Topic?
- Understand topics related to your buyer personas
- Decide which stage of the buyer’s journey you want to address
- Determine keywords and topics that will engage customers at that stage of the buyer’s journey
- When picking a blog topic, keep in mind the latest news and developments in the industry
What are some good blog topics?
Your blog should cover a variety of topics related to your buyer personas. Your blog should contain articles for people at every stage of the buyer journey, from those at the early awareness and consideration stages to those who have already made a purchase. Keep in mind, however, that most of your readers will be at the early stages of the journey. Since most of your readers are just beginning to learn about your brand and products, the majority of the content should be geared towards this audience.
Demonstrate your expertise
A blog is a great place to demonstrate expertise in your industry. Blog pieces should contain topics such as:
- Thought-leadership pieces (e.g. Google SERP Layout Changes)
- Posts about your products and services (e.g. Backlink Checker)
- Succeeding in your industry (e.g. SEO Marketing Strategy)
- Coverage of important news (e.g. Google SEO Change)
- Answers to common questions that arise from customers (e.g. Google Search Data)
How often should I blog?
Publishing a blog post two to three times a week is usually the best cadence, but it depends on a variety of factors, including your available resources. In general, the more frequently you blog, the better your performance will be. What is far more important than blogging every day, however, is blogging consistently. Your customers want to be able to rely on you. Going a few weeks where you blog every day and then skipping three or four weeks without a post can cause you to lose readers. Instead, use an editorial calendar to spread all those posts out to two or three a week to maintain consistency.
How do I choose a topic for my next blog post?
- Review your buyer personas and their buyer journeys
- Determine keywords and blog topics most likely to engage people at each stage of the journey, concentrating the most efforts on the early stages of the journey
- Develop blog topics that will let you explore the topics that matter most to your intended audience
- Stay up-to-date with the latest news and developments in the industry and create timely posts that help keep your readers informed
- Monitor metrics such as traffic rates, backlink growth, engagement rates and conversions to the next stage of the funnel to see how well your blog posts are accomplishing the intended goals
Creating a blog topic can seem like an intimidating proposition, but it doesn't have to be. Understanding what your customers want to see by using personas and the buyer’s journey can keep your customers engaged with your brand.
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