When I first started trying to grow my business through SEO in the second half of 2008, everyone I spoke to told me that I needed to start a blog.
The problem was that nobody (not even my friends who worked for digital agencies) could give me a clear idea of what I should be writing about or how it would help me to grow my business.
As a result, I ended up writing very poor blog posts primarily focussed on the services that my company offered. They gained almost no traction and had little to no effect on our business.
But once I learned how to focus the blogs I was writing on the needs of the audience I was trying to attract to the website, things really started to take off.
I learned that blog posts are a great way to attract visitors to your website through organic search but are also easy to promote through other channels including social media and your email marketing list.
How to come up with great blog topics
So that you don’t get stuck for relevant content topics like I did, here are some ideas to help you come up with blog topics that will be relevant to your audience in 2018:
1. Answer the most important questions
What are all the questions you’ve received about your area of expertise since you started in the industry? Write them down. Each one is the starting point for a piece of website content.
2. Deal with common objections head on
Why wouldn’t someone use your products and services? What would hold them back? Think about fears, issues, concerns, worries. Aim to come up with at least 20 reasons and then develop a piece of content that addresses each of them.
3. Be open about pricing
If you charge for any of your products and services then a post that explains your pricing, your competitor’s pricing, and the factors that affect that pricing is likely to be popular. Be open and transparent even if other’s aren’t. If you can’t put an exact price on your product or service, talk about the factors that affect the price.
4. Deal with negativity head on
What do people say that is negative about you or your organisation? Think about what subscribers, leads, competitors, and customers have said in the past. For each potential negative, develop a piece of content that addresses these concerns.
5. Talk about comparisons and alternatives
People often search for comparisons and alternatives when they are deciding whether to buy a product or service. Thinking of buying a computer? Apple vs Microsoft. Thinking of where to go on holiday in France? Paris vs Rome. Think about every time someone has asked you to compare two or more things. Then write a blog post about each.
6. Write reviews
People often search for reviews. Write reviews about the best organisations and products in your field.
7. Best in class roundups
Best in class roundups are a great way to attract traffic to your website. What products and services are your target audience buying or using but are not direct competitors?
Let’s assume you are selling portable travel speakers. Perhaps you would include “best wireless speaker for your desk”, “best speaker to install at home”, “best speaker for the garden” …. you get the idea.
Or perhaps you would review the best digital music streaming platforms and include “best music streaming platform if you have an iPhone”, “best music streaming platform if you want to save money”, “best music streaming platform if you want to share the login with other family members”.
How do you come up with relevant content topics?
What processes and tools do you use to help you develop content topics for your niche? I’d love to hear from you below.