Blog topic and title creation isn't easy, but it's a critical skill set and is imperative when it comes to increasing website visits and generating qualified leads. Not only will targeted topics and titles make your blog a favorite amongst your regular clientele, the process of creating blog topics will get you in better touch with your clients' buyer personas.
When you reach heightened levels of marketing intuition, the blog content you create will become increasingly more meaningful to your company's inbound marketing strategy.
Identify Your Buyers Personas & Don't Forget the Niche Markets
Are we tired of the phrase "buyer persona" yet? Seriously! Yet, it's mind boggling how many small- to medium-sized businesses have never sat down and actually done the work to identify their key marketing personas, as well as a handful of glorious niches. If you haven't taken this vital step, your blog titles are like a shot in the dark (at worst) or a shot in a candle-lit room (at best).
You simply cannot create important, problem-solving, unique and engaging content (not to mention social media posts, offers, campaigns, etc.) if you don't "get" the nuances of the people who purchase your products and services. Targeted blog posts and blog titles are only compelling if you truly understand the inner-workings, challenges, wants and needs of the people you hope to convert into qualified leads.
Once you've got highly detailed and descriptive buyer personas in mind, you're ready to begin writing the blog topics that will draw them in and successfully through the buying cycle.
Have a Blog Topic Brainstorming Party
If you work as part of a team, sit together in a group for a solid hour and start brainstorming topics. If members of your team relate to a specific persona, let them brainstorm the topics for that niche. This process may get off to a slow start but multiple heads working together create a synergy that simply can't be generated in isolation.
Before you know it, a wide range of spot-on topics will be flying out at a rapid pace and you will be shocked at how many weeks' or months' worth of blog titles you can create in a single hour.
Now, you can take those topics and begin to refine them, tailor them to particular buyer personas or niches or expand them into other areas. For instance, a blog on tips for using social media to enhance inbound marketing performance can be expanded to additional blogs that cover specific social media platforms. In this way, your list of blog topics can increase exponentially.
Read & Respond to Blog Comments
It's shocking how many companies ignore this simple but essential step. Is it because their website manager/content marketing team forgot to link comment alerts to someone in-house? Is it because an employee who used to monitor them no longer works there? At any rate, paying attention to blog comments (and responding to them) provides multi-fold benefits to the marketing team.
Firstly, it increases your connection and engagement level with visitors, prospects and followers. Blog comments are a veritable garden of future blog topic fruit. Maybe you wrote a blog titled, "Top 10 Blogs About Subject X." Commenters will often post links to their favorite blogs about Subject X. Even if some of these are self-serving, it's a launching board for "Part 2" where you can link to more Top Blogs.
Readers' comments, questions and insight can provide a wealth of up-and-coming blog fodder, and it's fodder you know people are already interested in or they wouldn't take the time to post a comment about it.
Use Content Analysis to See What Works - Then Do More of It
Content Analysis is a vital step (and an often dreaded one) for successful content marketing. It provides you with valuable data regarding which blog topics generated traffic and which ones didn't. Use the former and generate more blogs around similar topic areas, or take each sub-heading of successful blogs and turn them into blog of their own. Use the latter information to evaluate what went wrong and learn from your mistakes. It may be that slight variations will re-vamp under-performing blogs into resources about subjects visitors and followers are waiting to learn more about.
Your blog is one of the most powerful tools in your inbound marketing toolkit. Keep it polished, comfortable and at the ready with a variety of targeted topics and titles that draw your future customers right in.
To learn more, check out our white paper, "What is a Digital Content Strategy? And Why You Need One."