How to choose a fire theme for a corporate blog

I recently told you how to come up with ideas for articles using content matrices. But just to take and write on any topic will not work. After you have found an idea, you need to understand whether it is suitable for your blog, whether it is worth investing money in creating an article. I rate each topic by 5 parameters, before giving it to the authors.

1. Relevance

The subject of the article should be relevant. It is not necessary to search only hot topics: not everyone can quickly track the latest news and be engaged in newsjacking. But completely outdated and take into work is not worth it.

For example, if you collect SEO requests for promotion on YouTube, you will see:

It may seem that on this topic is to make an article: "How to add annotations to YouTube videos." But there is a request, and support for the annotation editor was discontinued in 2017. Since then, the authors of the video can not create them, and since 2019 and the old no longer appear in the videos.

Nevertheless, some still write articles on how to make annotations:

If you take topics from search queries or are suggested by authors, check to see if they are outdated or relevant to your readers. Outdated topics discard or look at them from the other side.

On this topic, for example, you can tell how to replace annotations on YouTube:

2. Relevant to reader needs

Understand whether the topic is interesting to your target audience, whether blog readers care about the problem you want to talk about. The topic may be relevant and interesting to many people, but if it is not interesting to your readers, your potential customers - as a rule, there is no point in doing an article on it.

The simplest example when departing from the interests of the audience is blogs of various specialists. Most write for colleagues, not for customers - it is easier. Or blogs of companies where they post internal news and press releases about updates - this is interesting for the company, but not for its customers.

To better understand the interests of customers, look up search queries, read the blogs of competitors, forums and social networks where the target audience communicates. And pay attention to the questions of your customers, which they ask in technical support or your sellers.

3. Evergreen and Popular

There is content that is called evergreen — so interesting to readers not only after the publication of the article, but also for a long time, sometimes even several years.

It is difficult to ensure that all blog content is evergreen: some articles will be relevant only for a short time, for example, news, and some articles will be passed on - this will not even go away in the best blogs.

But if you want to write a great sensible article, guide, or even an e-book, you need to assess how long the topic will be of interest to your customers. After all, such content costs money and it is offensive if the article is read immediately after the release, and then it will sink into oblivion.

Topics of large-scale articles are assessed from the point of view of relevance for blog readers in a year, two, five or more years.

"Instagram has introduced a new tool for advertising" - an article with a short lifespan.

"How to make a beautiful photo for Instagram" - the topic will be interesting as much as people use this social network.

You also need to assess the popularity of the topic: whether the article in the future will bring traffic, how many users are interested in it, how many queries in the search for this topic. The more requests - the more visitors will go to the page with an organic search, if the article is well indexed. And for long-playing topics, this stream only grows with time.

Some topics need to be updated every year or at some other frequency so that they do not lose relevance. For example, in the guide "How to move on Instagram" you should periodically add new tools and delete irrelevant ones.

The more quality and developed materials on the blog, the better you follow their relevance, the more and longer they bring traffic.

4. Benefit and value for the audience

Rate each topic from the point of view of benefits for your readers, answer the question: "Why will they read this article?" It’s better to read useful content, share it more often on social networks and save it to your favorites.

At the same time, the article may be useful in practice, like how-to materials, and may be just interesting. Satisfaction of curiosity is also good. The fact that a person is curious, funny, causes emotions, may not be necessary for him in life - but such articles are read, they entertain the readers, they give pleasure.

For example, interviews or other people's stories - in practice, someone else's experience is rarely repeated, but reading about others' successes and failures is always fascinating, it motivates and boosts mood.

The practical benefits and entertainment of readers can be combined. For example, interactive tests involve blog visitors, and useful information can be put into them.

The benefits of the article can not always be assessed only by topic. I ask the authors to submit an application for an article in order to see the outline of the text and make sure that we are going in the right direction.

For example, the author proposed to write an article for a business blog on the topic "Estimation of a store and equipment before selling" on the example of a relative's business. The topic seemed interesting, but when I saw the outline of the article, I understood: there is no value in it. The appraisal of the store and equipment before the sale is made by the appraisal company, where the businessman is drawn. There is no point in analyzing other people's assessment documents. When an entrepreneur needs such a service, he will simply turn to appraisers, and they will do everything for him. This topic can be replaced by "How to choose an appraisal company if you need to sell a business."

5. Goals of your business

Articles should be useful for your business. Do not forget that the main goal is to attract potential customers, tell them about your products and eventually sell.

Most often, the corporate blog does not allocate so much budget that it is possible to work out all the topics interesting to potential customers, and to make an article for each. And this is not an informational site where they collect all the information related to the subject.

You need to choose the ideas from which you get articles that are interesting to readers and useful for business. Useless for commercial purposes, it is better to postpone or submit from a different angle. Especially if you focus on a smaller number of articles with the maximum return from each.

For example, you have a roast coffee maker's blog:

The article "The benefits and taste of green coffee" will be useless - it sells only roasted.

The article "Why green coffee is worse than roasted" - suitable for this grocery blog.

Even if you want to cover all possible search queries and attract additional traffic to your blog, think about the benefits that an article can bring in terms of selling your product.

But look for unique themes is not always necessary. Sometimes it is justified, you can find something new and become a trendsetter. And sometimes they do not write on some topics because they are not interesting to anyone. Most often it is more profitable to take popular topics and make articles on them better, fuller and more interesting than in other blogs.

I will add from myself. In my work, I use the following criteria:

  1. Clinging headline.
  2. Actual topic. For example, it belongs to a hot infopowder or has many queries in search engines.
  3. Expertise. Depth of study of the topic, the real experience of the author.
  4. Bright feed. The style of the author, provocation, illustration, humor.
  5. The fame of the author and his audience, whether he is a leader of opinions.
  6. Emotions. How much this material clings the reader to the living, echoes his feelings.
  7. Pyramid. Is this any better than anything that has already appeared on this topic?

What criteria do you use?

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