How Do I Choose Topics for My Company Blog?
Running a company blog page is the perfect way to bring traffic to your website. Not only does it help potential customers find your business, but it also builds credibility in their eyes and makes them more informed consumers.
However, it’s worth noting that not all blog posts are created equal. It’s important that your blog is geared toward Search Engine Optimization, or SEO for short.
This means that your blog has to be relevant to your readers, well-written, and work to boost your credibility. If you’ve got a properly SEOd blog, Google and other search engines will trust the content you are uploading and recommend it higher in the search results.
If you are struggling to know what to write about, you’re not alone. Here are 5 tips to help you come up with topic ideas for your company blog.
Know Your Target Audience
One of the most important steps of the writing process is to identify your target audience.
Consider the people who you would consider potential customers.
- How old are they?
- Where do they live?
- What hobbies or occupations might they have?
- What sorts of characteristics do they have in common (ex: Are they homeowners? Are they parents? Do they belong to the same groups and organizations?)
- What needs, questions, or problems might they turn to Google for help with?
Before you can begin finding topics geared toward the people who are most likely to read your blog, you need to figure out who those people are. If necessary, create customer avatars to help you better direct topic choices.
Write a list of topics that you think the target audience would want to read. It’s okay to think generally at this point before you narrow down your ideas into a blog post.
Next you want to consider the keywords associated with these topics. Remember to think in the shoes of your customers and what wording a non-expert would use.
You might be able to brainstorm a few keywords related to your industry off the top of your head. But for more ideas, you will need to perform keyword research. There are many websites to help you come up with related keywords, such as Moz or Google Analytics.
Focus on long-tail keywords, which are phrases with more than two or three words. This will help bring more specific searches to your blog, so you are not competing for more generalized and therefore more common searches.
When writing your blog post, you want the keyword you are targeting to appear throughout the text. Try not to force it—write naturally and use a conversational tone, and don’t be afraid to use synonyms of key words and phrases to avoid writing the same thing over and over again. Define any jargon the average reader might not understand.
Check Out the Competitors
One way you can get inspiration is to check out what your competitors are posting on their company blogs.
Of course, you don’t want to copy anyone else word for word, but you can generate some ideas by seeing what the competitors are writing about.
Even better, try to think about what information their blog is lacking, or where you can provide expertise that they cannot. This will help you fill in the digital gaps of what people might be searching for.
The content you are producing for your blog should be relevant to the industry and location of your business. Off-topic blog posts not only bring the wrong viewers to your website, but they can also lower your credibility.
You can also consider news and current events as a way to write relevant blog posts.
Consider the ongoing COVID-19 pandemic, for example. You could consider writing about how your business prioritizes the health of customers, or how your business might solve other issues related to the pandemic.
Not only is this information relevant to what’s happening in the world right now, but it is also helpful and builds trust with your readers.
Focus on the Title and Headers
Now that you have all your topics and keywords listed out, work on narrowing down these ideas into specific titles.
For example, instead of writing about “internet safety,” which is too broad to be helpful, write about “5 Ways to Protect Your Privacy Online.” The title should be descriptive and informative, but also catchy. It should include the target keyword.
You can also write out the headers you want to include in the blog post. This will help the writing process go a little smoother and also help you structure your information.
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