You know, to increase the visibility of your website through your blog, you must produce enough content, which is more of quality. Only, there you are, you are running out of ideas for topics that will capture your target audience and arouse their engagement.
So rest assured, we’ll explain how to set up an effective content marketing strategy and find ideas for attractive topics!
1. Specify your blog content strategy
A good content strategy starts with targeting your goals and audience and then focusing on the topics that are best suited for your business blog.
What are the goals of your blog?
Start by answering the following questions:
- What will your blog be used for? To attract traffic to your site? To inform ?
- What are you looking to promote through your blog? Is this your products? Your brand image?
- What can your target reader do after reading your content?
The more precise you are in your objectives, the more you will be able to identify the most relevant content. Never underestimate the importance of your professional blog , it allows you to generate a lot of leads .
What target is it aimed at?
Not all of your readers are potential buyers. By drawing up a robot portrait of your target audience, you will be able to better identify the subjects that interest them. Create a very precise person file with the age, the profession, the centers of interest, the professional environment and the expectations of your audience.
2. Use the thematic cluster for your blog
The thematic cluster is a very powerful content marketing strategy . It consists of creating specific pages around a central theme, called pillar pages , from the requests of Internet users. Then classify your editorial content (your cluster ) around this pillar page.
- Your blog is more structured and your topics are focused on search intentions and no longer on keywords. You thus avoid the redundancy of the subjects, which become more targeted on your audience.
- Better classified your marketing content is therefore more visible to both Internet users and search engines.
- Your SEO is more relevant : your long tail keywords are then reserved for your cluster content which is itself related to the keywords on your pillar page.
- And finally, your internal networking is more structured, each article in the cluster containing a hyperlink to its pillar page.
Here is how a thematic cluster looks like:
Identify your pillar page topics
To determine your pillar topics, divide each query intention according to your products or services and keep only those related to your personas .
Concretely, each pillar must refer to a product or service of your company. Rely on a fairly substantial search volume basis, but not too much. You can use Google Ads to determine the monthly search averages associated with your keyword. A good pillar page topic should be between 1K and 10K.
3. Find your cluster topics
At this stage, you already have a more precise vision of the topics to find for your blog. All you have to do is put in place a good content strategy that starts by finding ideas for topics related to your theme and your audience .
Make something new with old
Do you have articles that have been successful before? Do not hesitate to reuse them by enriching and updating them !
Use research tools
You will find many free tools on the Internet, here are a few:
Google Trends: in the Discover tab, enter your pillar page keyword, the tool will give you current trends with related topics. It’s a very practical source of inspiration!
HubSpot: here too, enter your keywords and the platform will find you topics.
Buzzsumo: the tool selects the most shared articles on social networks. By inserting your keyword, you access the content that made the buzz!
4. Scrutinize the competition
The idea is obviously not to do it identically. Google doesn’t like plagiarism very much anyway. The idea is to do better ! Identify the content of your competitors that has had the most success (on their blog, on social networks, their newsletter, etc.).
Then, personalize them, flesh them out, add value to these editorial subjects. The goal is to position yourself as an expert in your professional sector.
5. Browse social networks
Identify the social networks that your target audience likes to frequent. Then join the groups related to your products or services. Subscribe to influencers in your niche, monitor topics related to your content marketing. In short, be on the lookout for any new topic ideas for your blog!