When setting out to write a blog post, knowing you should do it frequently to keep your website content fresh, do you struggle with what to say that will add value or attract readers? Do you find yourself staring at your blank screen much like a teenager stares into the fridge looking for snacks?
The top search engine is an amazing research tool and it can be your best friend in identifying topics of interest to your prospects. Using google alerts, you can readily track news and developments in your industry, and then add value with comments and interpretations. You can tailor your search queries on topics you want to monitor, as well as controlling the frequency and quantity of results.
If you are uncertain about what topics to follow, you can take another tip from google, this time from google trends. The “hot searches” area on this site indicates what people are looking for; attaching a story idea to a widely-searched topic is a way to leverage some of the popularity of that category if you connect it to your business.
Just because you’ve written about a subject doesn’t mean it’s completely done. If a CPA has done a post about year-end tax strategies for small business owners, it is still legitimate to discuss time-related planning, e.g., “Automating Your Business’ Tax Plan for the New Year.” Blog posts should be brief and sharply focused; that format leaves plenty of room for expansion in a separate, related article.
Sometimes, we can get bogged down with an idea, weighing the merits, worrying about whether all of the SEO terms and top keywords are included. While it is always a good idea to ensure that your posts are relevant to your audience’s interests, it is just as important to be consistent about posting regularly. Rather than agonizing over fine-tuning the perfect topic, focus on the quality of your content and be sure that you are adding value to the “public conversation.”