How to Come up with Topics for my Company Blog
Promote Products and Tools You Love
In building up a reputation as being an authority in your chosen niche, recommending reliable products and tools is a great way to build trust amongst readers. It is the sign of a business that feels comfortable with who they are when they can take the time to share knowledge with their audience. It’s also pretty easy for the writer — all you need to do is choose some relevant resources and share them with people in a great format.
Raving about something you use regularly that helps your business run smoother isn’t a difficult task for most of us. Your readers will feel that your post is very valuable, simply because it comes from your actual love of the product. This post should be written with a conversational tone, like one friend talking to another and your readers will eat it up.
Take some time to look over the products and tools you use in your day-to-day business operations — is it possible to come up with an 800-word review of the features and benefits?
Take a look at their competitors — do they measure up to the same standards, or do they go above and beyond? How about creating a comparison table? Readers love interactive content like infographics, charts and tables. They are easy to scan and add immense value to your post.
Conducting a research exercise may uncover new products for you to try in the future, which can also be a boon to your business. You can then write about those products in a later post.
This is an easy way of creating amazing resources of relevant tools and products for your audience. And you could even choose to monetize the posts with affiliate links! Just be sure to share with your audience that you may receive payment if they purchase the product, but that you only endorse products that are very worthy of your liking.
Frequently asked questions posts are a great way to provide your readers with the content they need to make a purchasing decision. They are also a surefire way of creating content that’s user friendly, and easy for the writer too. By mining keyword research and the ‘suggested searches’ on Google, you will have a list of top 20 questions people want answers to in no time.
Readers love FAQs as they are easy to read and like we said above, answer all of their questions. This type of content will be easily shared and stored as a bookmark, so that your readers can come back for the answers when they need them.
Covered your core topic already? Think about crossover topics. For example, if you run a blog on photography, create an FAQ post on a related subject like shooting videos or Instagram marketing. Cross-pollinate your expertise and promote your post on related forums and open source content platforms such as Quora.
Raid Your Inbox for Topics for the Company Blog
If you’ve recently sent an extended and interesting email, consider summarizing it for a large audience by talking about the issues that got you typing in the first place.
For example, if you are consulting on a new website feature, create a post out of the research you conducted in helping you come to this business decision. Or collate all the different conversations you’ve had with designers and developers into a ‘how to’ post. Your readers will be interested in this type of post, as it gives them some background on your process and how you come up with your ideas and products.
Similarly, if you’ve signed an email petition about a subject you care about, consider sharing the campaign on your blog to increase exposure. Be wary of politically sensitive issues, as you don’t want to alienate your fans.
Recycle A Post
Go back into your blog archive and pick out a post that got a lot of hits a few years ago. There may be a way for you to update the content and apply some copywriting tricks to make it seem like brand new.
- Use Google Keyword Planner to find long-tail keywords you can use to change the SEO focus of the text.
- Check any updates to the industry and rewrite the paragraphs to suit, advertising that the post had been updated with the latest insights.
- If it is a detailed post about days gone by, write an update based on how you have developed over the years since.
- Utilize the #TBT (throwback Thursday) hashtag and share an updated nostalgia piece.
- Add new data to the post and consider turning it into a pillar post, and link other relevant blog posts to it.
Embrace Internet Culture
If your content is a bit flat, look up some broader trends and come up with a way you can revitalize your content.
For instance, create a list of memes which perfectly sum up your reader’s feelings towards a specific topic — this is the type of content sites like Buzzfeed are famous for. You can find many free content generation tools that can help you create customized meme imagery. This is a great idea for more humorous and light-hearted content that’s easy to knock up.
Why not create a top 10 list of videos too? For example, if you run a blog about interior design, create a list of videos that will inspire people to tackle their kitchen in 2018. Listicles are one of the most shared type of content for a number of reasons. They are easily to scan and let the reader quickly skim the post without missing out on much. People also love rankings and are interested in seeing what you consider the “best of” on your list.
Create a roundup post of the most influential social media users in your industry. This roundup post could be the beginning of fruitful partnerships and sponsors. At the very least, send them a link to your blog in the hopes that they repost the link to their fans. Engaging with influencers is always a great way to get in-depth thought knowledge for your posts and it may help you come up with more post ideas for the future. As well, these thought leaders could be potential leads for your business.
Create a branded hashtag on Instagram, Facebook, and Twitter and ask your followers to respond to a question with their photos and comments.
User-generated (UG) content is a great way to drive traffic to your blog, and there are many ways you can inspire your fans to take part. You could run your UG campaign as a competition and offer a prize for the best submission. Alternatively, you can send discount codes for selected entries that use the hashtag on their social media profiles. Once you have gathered together a list of great responses, take screengrabs and share the content in a series of posts.
When you’re too overwhelmed to spend a lot of time crafting fantastic content, look for ways you can ‘double up’ and still achieve something special. As far as you can, welcome audience participation, and always keep them at the center of everything that you do. Check out this previous post for 20 other blog post topics.
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The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business.
Seems easy, right?
Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay!
Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action.
As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals.
Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content.
Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:
- Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet.
- Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform.
- Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
- Find where your current and potential audience is active online. Catch their attention by being active and sharing your content marketing materials on these platforms.
- Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve.
- Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience.
Case Study: How Strategic Content Marketing Can Broaden Your Audience
In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.
For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread.
Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes.
By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope.
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