It is one thing to have a blog, it is another to feed it regularly with information that interests your customers and prospects. In this article, we are not going to 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 blocking in front of the blank sheet. We thus find the right inspiration for our blog articles.
Where do the ideas come from?
Imagination is only a human trait. You can find the right blog topics by:
- Reading a lot;
- Continuously forming;
- According to the news;
- 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, imagination is not enough by itself. 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:
Listening 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 recurring questions from your customers and prospects.
These will allow you to have material for long-term content production.
Put a Q / A tab on the site
It can be interesting to put a Q / A section on your site. In this way, people who have pointed questions will be able to ask them and thus feed the list of subjects 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 gather all kinds of information that comes directly from your potential targets. This brings together valid and justified ideas to use them as themes to be covered 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, that’s great! If not, 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 on social networks.
The possibilities are limitless ! It’s up to you to be creative!
You also need to be empathetic and listen to the client 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 look at the most read and most successful topics over a period of time.
In this way, you can rework these subjects and re-propose 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:
- The subjects they cover on their blogs and social networks;
- The subjects that are most appreciated. Pay attention to the number of comments, likes, shares or any type of interaction that show interest from their customers / prospects.
These actions will give you an idea of what works best for the same commercial target. The important thing is to see success trends without copying. Be careful, plagiarism is frowned upon, as much by your consumers as by the algorithms of search engines.
Telling success stories
In your business, you must have faced a problem with a customer that is more difficult to solve. You have probably spent hours thinking about his question, his objectives and the strategy to put in place to succeed!
Telling about this whole process through an article on your blog can help other potential customers solve their problems or give a concrete example that the difficulty they face has been solved in the past thanks to you, your product or your service. .
Google Search Console
To see the performance of your keywords, you must go to the Google Search Console and in the “performances” tab.
In it, you will find all the keywords of your website that receive the most impression and / or clicks from the search engines.
These indicators allow you to have an overview of the keywords that attract the most SEO traffic to your website. So this is a potential guide for your next topics.
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 on the performance of keywords.
It’s an important source of inspiration for finding queries relevant to web searches. The tool gives you monthly searches for your keywords, traffic forecasts and the competition rate of a keyword.
Analyze Quora and Reddit
Quora and Reddit are streams of question and answer organized by different universes.
We don’t think about it enough, but they’re great marketing tools that we shouldn’t overlook these days. They allow you to directly access the questions asked relating to your business.
You will therefore have to 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 if the subject you are looking for is frequently searched on Google or not.
The most asked questions
This part is very interesting to see the type of queries that were typed by users for a search similar to yours.
This part corresponds to the searches associated with your request. It’s Google’s algorithm that lists them based on how relevant they are to your initial search. This could give you ideas for your next article or refine your original subject.
Let’s take a concrete example, when you research the trends related to the “article topic” and compare them to the “article title” you can see that the dynamics are not the same.
This feature is particularly interesting for businesses that have a certain seasonality. This allows them to see from when a certain term is sought. You can organize yourself in advance so that you can offer your target your response at the most appropriate time.
Answer the public
Answer the public is a real tool that all marketers should know. It allows you to see trends on a major topic and the most frequently asked questions about this topic.
However, it remains a tool in the service of a strategy. You should carefully take each suggestion and analyze whether it is really interesting or not for your business.
It’s also good to tap into collective intelligence to come up with great 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 search tools
- Semrush: retrieves new ideas from Google archives;
- Ubersuggest: organizes correlated searches in alphabetical order;
- Yooda Insight: tool for searching for relevant keywords;
- 1.fr – is a tool for optimizing and researching articles on various subjects.
Bonus: Create an editorial plan
As you can see, there are a multitude of techniques and tools for finding blog topics. However, to be successful, you cannot miss a strategy.
What is most important indeed is the consistency and consistency with which you publish on your blog.
Having a well-executed and operational editorial schedule will allow you to remain rigorous and aligned with your objectives and your potential target.