As a business owner, blank screens do no good for your business’ inbound marketing. But guess what; a page full of content can prove be no better than that blank screen. When you are writing content as often as you should, then you are bound to have a few crummy pieces of work. Sometimes the topics you choose to write about just aren’t hitting the spot for your audience; therefore, making your published hard works a total dud. Here are some techniques for finding the right topics that your audience will love reading about.
If the topics you choose aren’t interesting, how can you even expect them to click through? Good topics should be a balanced mixture of your personal expertise and the needs and interests of your audience.
Research keywords to figure out what your audience is typing into search engines. Start reviewing the keywords that readers have entered to find you – and then search for the keywords they have entered for which you’re not getting found. Use those keyword phrases to come up with a topic.
Another way of getting ahold of your audiences’ interests is to communicate with your customer service and sales staff. These people are interacting with leads and customers the most, and often have the closest relationships with the people who take interest in your brand. You can personally ask them for ideas or create a forum for them to send blogging and content ideas to you based on customer feedback.
If researching keywords and office staff input isn’t getting you the information you need to work with, then consider using an external forum. Try exploring internet forums that might help you surface content questions in need of answers.
You can use data from past trials to determine which content topics work best for you. You should actually be checking on your past successes and fails all the time to ensure you’re not ever wasting time and money on approaches that don’t work. Performing these analytics frequently (about every quarter) is a pretty easy task, and it will help you identify trends over time to see if performance improves (or falters) around certain topics.
Of course, the best kind of content provides your audience with an opportunity to learn something they didn’t know before. After all, no one wants to do their own research because it’s a huge time suck that provides results either instantly or hours later. You don’t always have to talk about the latest and greatest news, you can draw on your knowledge of really helpful tricks, tips or topics when creating content.
So after you have found a great topic, you have won the first half of the battle. The other half that audiences recognize is the way it’s written. For this reason, consider our steps for writing about your great topic in an audience-pleasing manner.
Step1. You need to decide how in depth you want to get with your answer. For each topic area, you need to figure out how intricate you are willing to get around that subject matter based on your audience’s level of knowledge on that topic. For instance, if your kid-friendly science experiment business decides to write about the chemicals involved in an explosion, you will need to get more into the details than if your content was directed toward a chemistry professor.
Step2. Add credibility to your content. Data is one of the best ways to do this since it makes for a high-quality read. Posting your personal expertise is sometimes not enough for your audience to believe what you have to say, so data can help readers understand the scope of your topic or see its span of influence.
Step3. Interview others that offer insight to your topic. If all your posts of only your voice, don’t you think readers are sick you already? Including an interview in your content can add a different angle and tone to your work. Not only does another person’s view stretch your topic, but it also lends more credibility to your content.
Step4. “Show, don’t tell.” A post that shows readers that your point of view is legitimate is always more useful than a post that just talks about why you know you’re right. If you are posting a how-to, it can be difficult for users to follow the instructions when there is only text. Show your readers using pictures, videos and examples. No matter how great your topic is, you can reinforce your points further through showing examples.
Step5. Make sure your format is in check. Depending on your topic, there is an appropriate format. Are you answering a question? Then your topic should be centered around providing instructions or trying to teach your readers something. How-to blog posts, videos and lists work best here for getting your point across. Maybe you’re just adding a blog for reader awareness? Blog posts or ebooks usually add a new approach on a topic that already exists. Interviews, event blogging and list blogs are great formats for this approach.
Hopefully this has been a helpful source for the next time you create content. If you have any questions or comments, feel free to contact us at the 1440 Group! To view this full article, click on the link below.