At a time when it is estimated that 2.5 trillion bytes of data are created on the Internet each day, your targets are probably already drowned out by the content, visual or written, which circulates on the web. We had the opportunity to give you some tips so that you don’t waste time creating content that will keep them. Today, it’s time to think about how to attract them to your blog using quality content, focused on the issues and problems of your potential customers. Take the time to think beforehand about the subjects to be developed and discover 3 concrete tips that will make your blog a privileged place of reflection for your prospects…
Put yourself in the shoes of your target to better reach it
Do you really know your target? Any communication strategy begins with a reflection on the characteristics of your prospects. However, at a time when so many businesses and individuals are communicating on the web, it is all the more important to pay close attention to this planning phase to understand precisely what your future customers are asking for. The objective is therefore to avoid internal brainstorms on who are your targets, a practice very developed in an agency, but which unfortunately often leads to verbalizing photos on your prospects.
The good practices of inbound marketing and digital prospecting, personalized approaches to the client, rather recommend going through interviews with real customers or prospects already interested by your solution. So grab your phone and your nicest voice and meet your targets, old or future, to ask them the questions that will help identify a fine and realistic robot portrait of their wishes. What issues do they encounter during their purchasing cycle? What are the concrete questions that tease them? From these questions, it is up to you to find the subjects of articles or communication with high impact that will feed their reflections.
Also, like the hunter who uses his call, you must speak the same language as your target. Take verbatim from the interviews you gave, find a few keywords, and use a search engine to find topics based on them. Enter a phrase into a keyword generator, such as that of Google AdWords, and observe the recommendations. One of them could well be the center of gravity of your next article, which you can, in addition, optimize the SEO as much as possible around this new keyword.
Monitor and monitor competitors to stay abreast of market issues
As a good web marketer, you have surely already set up a system of monitoring of the current events of your sector allowing you to find the subjects which make the headlines of the newspapers, blogs and other informational sites which join your editorial line. Tools like Feedly, Social Share or scoop.it provide you with an easy-to-navigate reader’s digest, where the formats and subjects most attractive to your prospects are easily exposed. If this inspirational space is interesting for finding topics that will generate buzz, it is not necessarily the one where you will find the ideas of the most relevant topics. Remember that the goal is to get as close as possible to your real prospect.
We more often forget to do competitive intelligence, to go and see how the neighbor maintains his blog and what content he promotes to align with his own good practices. Here is a tip to refine the robot portraits of your targets and find multiple topic ideas in no time: take a look at your competitors’ Frequently Asked Questions, and draw the questions that seem most relevant to you outside of purely technical issues. If your target encounters these theoretical problems, then they need to be educated about it. In addition, you want to be the one who will answer it with the most pedagogy and empathy in a format longer than the few lines that make up the FAQ. And here you are with several powerful subject ideas: it’s up to you to play and be of the greatest help towards your future customers!
Analyze your own performance to refine the scope of your articles
Your content marketing strategy must certainly be posed and well defined, but any good web marketer knows that it will evolve over time. Moderator or writer in a blog, you regularly carry out reporting based on solid KPIs and analyze the performance of your publications. Here’s where to find great topic ideas! When faced with the most successful articles, you have several options:
- Simplify the subject to address a less knowledgeable target than the one who appreciated your publication: think Inbound, think pedagogy! In addition, a booster shot never hurts, if the promoted content is not the same;
- Find a related topic which matches that of your article while giving it added value: like up-selling or cross-selling, you offer content related to a subject that already interests your potential customer and are therefore almost sure of already hit the bull’s eye;
- Diversify the format of this topic : can you do a case study to support the theory of a concrete example, or a very practical tutorial that will give your targets tangible tools to answer their questions? If so, go for it: you hold a gold mine of attractions for your prospects.
By following these 3 concrete tips, you should quickly find a whole bunch of articles and communications topics for nourish your site with relevant wealth.
Last tip: try to find a large number of them so that you can anticipate, as you go along, a readjustment of editorial planning in the face of market changes that may take place or the different opportunities that your company may encounter along the way. And now, to your pen!