Whether you’re beginning to blog on behalf of your company or you’re a seasoned writer who regularly produces content, this sneaky question likely lurks in the back of your mind, “What should I blog about?” I’m not referring to writer’s block. This is another beast entirely. Creating articles for your blog is a process. Here’s how to do it well:
Define Your Target Audience
Rather than writing about a topic that randomly comes to mind, write for your audience. If you can’t think of where to start, consider the questions your clients/customers ask you most. This is the pain point you are solving for them. This is the expertise they’re seeking from you. For example, a client of Organik SEO recently asked me how to create an effective blogging plan. This article is no coincidence. How meta of me (digital marketing pun intended)!
Not sure who your target audience is or how to connect with them online? Read this article to find out.
Conduct Keyword Research
Once you’ve determined your topic or topics, know what your audience is searching for. More often than not, businesses tend to write in ‘business speak.’ They write the way they communicate with their colleagues about their business, which is especially technical in certain industries. It’s unlikely that your customers are speaking or searching in the same manner. One of the easiest ways to do very basic keyword research to see if your blog title and topic is of interest to your target demographic is by using Google’s search bar and entering your proposed topic/blog title. Google Trends is another free and simple tool to determine keyword volume.
Looking for digital marketing professionals to help with in-depth keyword research and SEO? Contact Organik SEO
Create a Blog Calendar
Don’t rely on moments of inspiration. Having a blog calendar in place ensures that your content is well-thought-out and diverse. Without a blog calendar it becomes easy to focus on one topic or theme too heavily. For example, if your company manufactures healthy protein bars and all you do is talk about the protein bar, that’s going to get old quickly. Instead, segment your content. Talk about health and nutrition (in general), share inspirational stories and share product information. It’s all about balance.
Test Your Content to Ensure it’s Working
Google Analytics is the obvious first thought here. But one of the most effective ways to test whether or not your content is resonating with your target audience is to use Facebook Advertising. Share your content on Facebook via Ads Manager or Power Editor and used the in-depth targeting options to target people by demographic, location and interests. See if your audience is commenting, sharing or liking your content. Is the content driving traffic to your website or encouraging conversions? No? Consider tweaking it to appeal to your audience.
If you found this information helpful, be sure to check out our post “How to Engage Your Target Audience Online.” Organik SEO is passionate about helping businesses grow by tapping into the power of social media and SEO. To discuss how we can help you grow your business, contact us today!