How Do I Choose A Blog Topic?

Choosing a blog topic can be a difficult task, start by considering your audience and what they want to read. Be sure to research topics and analyze keyword search volume to understand how your audience might search for the blog post you're looking to write. Also remember to choose blog topics you know about and that you know your readers are interested in, your readers will pick up on your knowledge and get more out of what you write. 

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Why do people blog?

An estimated 94 percent of B2B buyers and 81 percent of consumers search online before making a decision about what to purchase. Other studies have indicated that as much as 67 percent of the buyer’s journey takes place online. In other words, your customers are using the Internet and blogs to learn about their options—independently and without direct guidance. Since the Internet has become a primary source of information for customers, failing to have a strong online presence and entice people can be devastating to a business.

Your blog articles and other website content should be designed to guide potential customers from one stage of the buyer’s journey to the next. Your content should nurture your relationships with customers and encourage them to respond to links and calls to action that provide them with content further down the sales funnel. The content you create should be carefully aligned with your ideal customers and should demonstrate that you are able to meet the needs of your readers and effectively build a relationship with them.

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How can keyword and topic research improve content production?

Keyword and topic research should drive effective topic development for your website. Once you have outlined your buyer’s journey and customer personas, you should align customer pain points with the content they want to see at each stage of the journey towards a solution. Keyword research, such as through the BrightEdge Data Cube, allows you to see keywords that are related to various topics impacting your buyers. You can then select keywords that have high traffic rates, indicating that they are popular topics and have the best chances of helping you draw new prospects into your sales funnel.

What should you blog about?

If you are having trouble choosing blog topics for your keyword research, consider these tips:

  • Look at your past content and uncover topics that have generated the most interest and engagement
  • Consider the blog topics that your customers are most likely to ask you about when they reach out to a sales person
  • Establish thought leadership by writing about news and the latest developments in your industry

You want to focus on generating topic ideas and content that provide value to your audience by helping to address their needs and concerns. Next, you'll need to optimize your content.

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