Blogging is a core component of any successful inbound marketing strategy. Blog content attracts website traffic, turns this traffic into leads, establishes authority in the industry, and, best of all, drives long-term results.
But blogging is challenging. “What should I write about?” Or, “I don’t have time to write blogs,” are just a couple objections expressed by many busy marketers. While we all deal with writer’s block from time to time, great inbound marketers know that blogging must be done frequently and consistently to generate results!
Here are seven tips to help you think of new and creative ways to generate blog topics more easily to get into a consistent blogging rhythm.
Leverage Internal Knowledge
Blogging is more than a solitary effort. In the knowledge economy of inbound marketing, it’s important to capitalize on all the brainpower your organization has. Lean on your co-workers for inspiration. There are likely subject matter experts in your office who have loads of institutional knowledge and industry expertise. Interview your company’s internal stakeholders, including founders, C-level executives, and top management. What they know that your competitors don’t should top the list of potential blog topics.
Another way to find great blog topics is to talk to the employees that have the most face-to-face contact with customers. Interview people in your sales and customer service departments and write down questions they frequently receive from customers. From these questions, create a list of potential blog topic ideas.
Excerpt Your Successful Content Offers
Your existing content offers are great topic resources. Check your website data to figure out which landing pages and content offers have performed the best for your company. This will also help you understand what type of content truly resonates with your prospects and customers. Those ebooks or whitepapers can serve as the foundation for future blog posts.
A blog post can provide your readers with a general overview of a topic and point them toward high-performing, downloadable content offers for more comprehensive details. This way you can nurture your readers through their buyer journey by connecting your blog posts to relevant landing pages and content offers.
Cover the News
When there is news that impacts your industry, or for which you can find a relevant spin for your audience, hop on it! Search engines love to see fresh content and a different angle on a story, and there’s no easier way to generate content ideas than to examine the news of the day.
In the information age, there is an endless supply of topics being discussed by a myriad of news sources on multiple channels. To keep from becoming just part of the noise, it is important to blog about news that your customers and prospects find interesting.
A great way to identify trending topics is to set up Google Alerts for popular topics and keywords that your readers would likely search.
Research Your Competitors and Industry Bloggers
It’s rare these days to find an industry that doesn’t have a leading blog. Your company is likely trying to establish your own authority and gain similar thought leadership. With that, it’s become increasingly important to conduct competitor research.
Look at what your competitors are having success with on their blogs and then add to the conversation with a unique perspective. Monitor your competitors’ social media accounts to stay up to date with what they’re discussing. You can also generate topic ideas based on what your competitors are NOT mentioning.
Update Old Blog Posts
Given the incredible rate at which our world changes today, information quickly becomes outdated and irrelevant. While it’s not always possible to create evergreen content, it is important that you do revisit and update old blog posts to account for industry changes and factual inaccuracies.
The best blog posts deliver a compounding return from readers and visitors, meaning these posts generate higher readership over time. To ensure that your blog posts stay relevant and continue to attract visitors for months after they are published, it is important to set aside time to review and update them.
Repurpose Old Blogs as New Media
If you cannot think of any new content to write a new blog post about, consider ways to iterate old blogs. The medium that readers prefer to consume content is constantly changing, so it is imperative to stay up to date on trends. Instead of writing more, use a previous blog as the script for a video or podcast. Create an infographic or expand on the blog topic to produce a downloadable ebook. Use a Blog Topic Generator
Still stuck on finding blog topics? Check out one of these blog topic generators.