Having a blog is one thing; it is quite another to feed it regularly with information that interests your customers and prospects. In this article, we won’t go over the importance of having a blog for your business. Here we are going to focus on what is probably the most difficult: how to find the right blog topics, able to attract traffic to the site, because they meet the expectations of your customers …
Here are some free techniques we use to overcome the blockage in front of the clean sheet. We thus find the right inspiration for our blog articles.
Where do the ideas come from?
Imagination is a uniquely human trait. You can find the right blog topics by:
- Reading a lot;
- Continuously forming;
- According to current events;
- Based on his own experience.
These inspirations will create bridges between the different ideas, until the “Eureka moment”.
In the creative process of writing a blog post, the imagination is not enough on its own. It must be accompanied by a more strategic and tactical side. There are several ways to find the right article topic. Here are some ideas where to look:
Listen to prospects and customers
The internet is a continuous whisper! He never stops talking to you and giving you opportunities, you just have to listen and learn to listen.
If you have set up direct messaging or a chatbot, you will have to be attentive to the recurring questions of your customers and prospects.
These will allow you to have material for the production of long-term content.
Put a Q / A tab on the site
It may be interesting to put a Q / A section on your site. This way, people with pointed questions can ask them and thus feed the list of topics in your editorial calendar.
Listen to salespeople
Every day, salespeople receive a lot of questions from customers and prospects about your services or products. It is therefore daring to listen to them and collect all kinds of information that comes directly from your potential targets. This brings together valid and justified ideas to use them as topics to cover in your articles.
Interview your customers
Before you start writing, it is essential to know the reading and information habits of your buyer personas. Do you really know what types of media they consult, on what subjects and for what reasons?
If you have the answer to this question, great! Otherwise, our advice is to ask them directly. There are several ways to do this:
- During an annual meeting;
- Thanks to a questionnaire set up in your company;
- By publishing a fun post or with a live one on social networks.
The possibilities are limitless ! It’s up to you to be creative!
You also have to be empathetic and listen to the customer when they ask you about certain problems they encounter in their daily life.
Also ask yourself what are their questions, their frustrations, their questions. Then try to find the article idea that can answer these questions.
In your Google Analytics account, you can watch the most read and most successful topics over a period of time.
This way, you can rework these topics and re-offer them or choose to create content under the same theme but through a different angle.
Watch what your competitors are doing
It can be interesting to see what your competitors are doing. You should look in particular at:
- The topics they discuss on their blogs and social networks;
- The topics that are most popular. Pay attention to the number of comments, likes, shares or any type of interaction that shows interest from their customers / prospects.
These actions will give you an idea of what works the most with the same commercial target. The important thing is to see the trends of success without actually copying. Be careful, plagiarism is frowned upon, as much by your consumers as by search engine algorithms.
Tell success stories
In your business, you have surely been faced with a customer problem that is more difficult to resolve. You have probably spent hours thinking about his question, his goals and the strategy to put in place to be successful!
Telling this whole process through a post on your blog can help other potential customers solve their problems or give a real-life example that the difficulty they are facing has been solved in the past because of you, your product or your service. .
Google Search Console
To see the performance of your keywords, you must go to the Google Search Console tool and to the “performance” tab.
In it, you will find all the keywords on your website that receive the most impressions and / or clicks from search engines.
These indicators allow you to have an overview of the keywords that attract the most SEO traffic to your website. It is therefore a potential guide for your next subjects.
Google Keyword planner
The Google Keyword Planner tool is integrated into Google Adwords. It allows you to plan your keywords for Ads campaigns but also to have an overview of the performance of the keywords.
It is an important source of inspiration for finding queries relevant to research done on the web. The tool gives you monthly searches for your keywords, traffic forecasts and a keyword’s competition rate.
Analyze Quora and Reddit
Quora and Reddit are question-and-answer streams organized by different universes.
We don’t think about it enough, but they are great marketing tools that shouldn’t be overlooked these days. They allow you to directly access the questions asked relating to your business.
You should therefore spend some time on these community networks to find out what are the most asked and most relevant questions relating to your business.
Use Google’s algorithm to your advantage
When you write a query, Google has three different ways to help you with your search:
When you type a query like in my example “How to write an article” Google suggests several separate topics.
This part will help you understand whether the topic you are trying to cover is frequently searched on Google or not.
The most asked questions
This part is very interesting to see the type of queries that have been typed by users for a search similar to yours.
This part corresponds to the searches associated with your query. It is Google’s algorithm that lists them based on their relevance to your initial search. This could give you ideas for your next article or refine your original topic.
It is interesting to watch the dynamics of the evolution of a subject on Google Trends. This tool will give you an indication of the research done on a given subject and its evolution over time.
Let’s take a concrete example, when you look for trends related to “article topic” and compare them to “article title” you can see that the dynamics are not the same.
The second term is the most searched on Google and is constantly evolving. This allows you to see if your article title is relevant or not.
This feature is particularly interesting for businesses that have a certain seasonality. This allows them to see when a certain term is searched for. You can thus organize yourself in advance to be able to offer your target your answer at the most appropriate time.
Answer the public
Answer the audience is a real tool that all marketers should know about. It allows you to see the trends on a major topic and the most frequently asked questions about this topic.
However, this remains a tool in the service of a strategy. You need to take every suggestion carefully and analyze whether or not it is genuinely interesting for your business.
It is also good to use collective intelligence to come up with good ideas for the topics and titles of your articles.
So you could regularly organize a fun meeting with your team for this purpose.
Other paid blog topic research tools
Semrush: get new ideas from Google archives;
Ubersuggest: organizes correlated searches in alphabetical order;
Yooda Insight: tool for researching relevant keywords;
1.fr – is a tool for optimizing and researching the subjects of articles on various subjects.
Bonus: Create an editorial plan
As you may have noticed, there are tons of techniques and tools for finding blog topics. However, in order to be successful, you cannot lack strategy.
What is most important indeed is the consistency and consistency with which you post on your blog.
Having a well-executed and operational editorial schedule will allow you to stay rigorous and aligned with your objectives and your potential target.