The goal with any business blogging effort should be to add a form of engaging, informative and ultimately influential content to your website. The end result of this effort will be to build your company online as an authority in its respective industry.
In order to build an effective blogging strategy, it is important to have a solid understanding of what type of content your audience is interested in and producing this content on a regular basis. A schedule of quality content being posted on a consistent basis also helps for SEO purposes by attracting visitors and links to your site naturally.
There are a number of ways to develop an effective blogging strategy but in this post I am going to be outlining a simple and powerful strategy for coming up with blog posts that can be used for companies of relatively any size. As the owner of a digital marketing firm, I can say firsthand that this works well in a plethora of different industries, in fact we have used this strategy in one form or another for almost all of our client’s blogs. It also allows us to develop a content schedule months in advance and can be an almost endless source of content ideas. So let’s get started:
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What, Why, How?
The first step in this strategy is to do some basic keyword research and it can be approached several different ways, but it always starts with a keyword suggestion tool. For this post, we will use keywordtool.io but ubersuggest.org is another great option.
Using the web development industry as an example, we’ll start with this query in keywordtool.io: “what web developer”
Now the idea here is to find what people are searching for in this industry and answer their questions, another way to look at it is that we are finding “content gaps” that we will be filling with quality blog posts. So let’s take a look at what we got:
What we get is a list of keyword suggestions based off of real user queries sorted by alphabet, above I have highlighted results listed from A-G. As you can see in the above example there is a general trend using that query with people looking for questions to ask their web developer (or prospective web developer in many cases). What a fantastic opportunity to fill a content gap!
Doing this led us to eventually writing one of our most popular blog posts 14 Questions to Ask a Web Developer. This post ranks well for several related search terms & continues to generate engaged traffic to our site well over a year later. It also has a consistently higher click-through-rate than many other less targeted articles. We have seen these types of results over and over again with different clients and different posts using this method.
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The ways to use this process can be endless but we will usually repeat the above process with several targeted keywords related to the industry and what, why, how, and other variables depending on the keyword/situation. This has led us to find tons of content opportunities for our clients that we would have otherwise not have known about, especially for clients in less interesting verticals.
There are tons of different creative ways to find content ideas for blog posts but we have found the content-gap method to be both consistent and effective. Let us know what you think and Happy Blogging!