More content. More content. More content.
Marketers hear it all the time. Most of us probably wake up in cold sweats at night thinking about it too.
“We need to publish new content”.
“We need to drive more traffic”.
A steady stream of new content on your website or blog goes hand-in-hand with quality backlinks, great SEO, and strong site traffic.
However, it can be a struggle to constantly generate new topics to blog about.
In this post, we review 4 excellent places to discover topics to write about.
The best part? They’re right under your nose.
Researching competitor keywords is a tactful way to discover new content opportunities for your own website.
- It gives you a glimpse into what’s been successful for others with audiences like yours
- It reveals new keywords you might not have thought of
- It improves your search rankings by having fresh topics to blog about
Here’s how to find new topics to write about using competitor keywords and Alexa’s Keyword Difficulty tool:
In the tool, enter your competitor’s website into the search bar. Click find opportunities to get a list of keywords that are driving organic traffic for them.
The list of keyword opportunities returned is filterable by Popularity and Competition so you can discover only the best opportunities for your site as quickly as possible.
Scan through this list and decide what keywords might make great blog ideas for you.
You can favorite the keywords you want to save for later, or start a new search to discover even more ideas.
Alexa’s Keyword Difficulty tool allows you to search by keyword or by site, and lets you filter by the criteria that are most important to you. That way you only find the best keywords for your website.
✪ Pro Tip: When you choose SEO keywords to blog about, focus on your Competitive Power — a measure of your site’s ability to rank for a keyword, based on your past performance driving organic traffic. The higher your Competitive Power, the easier it will be for your site to rank for more competitive keywords.
Because these keyword opportunities are based on actual search patterns, they are highly relevant to your target audience. And because your competitors already use these keywords for their own blog topics, you know there’s proven interest.
2. Seasonal Content
Leveraging seasonal content is a great way to stay ahead of your content creation and always have things to blog about.
Popular seasonal events are very relevant and, provided you can put an interesting spin on the topic, will keep you top of mind with audiences.
And since seasonal events are guaranteed to occur the same time every year (wait, really?), you can adapt your blogging ideas based on past performance.
Maybe you try a different type of content – a video instead of a how-to article. Or, maybe you publish a little earlier to get picked up by more publishers.
In any case, the key to success with seasonal content is timing. If you publish too early, your content is irrelevant and becomes stale. If you publish too late, the peak of the conversation has passed.
In our 2016 Content Calendar, we’ve pinpointed the optimal times to produce, publish, and promote seasonal content based on popular events in 2015.
You can use it to uncover what types of content have been successful in the past, and use it to find new topics to blog about throughout the year.
We’ve even included a downloadable editorial calendar, including seasonal marketing ideas to make your content planning easier.
3. Existing Content
There are tons of articles written about using existing content to inspire new blog topic ideas. That’s because it’s a great idea!
There are so many ways to optimize or repurpose existing content into fresh ideas. Buffer’s Ultimate Guide to Repurposing Content is a fantastic resource for this.
But one of our go-to’s is auditing existing content for spin-off opportunities.
Good content tells a focused story, and targets a single keyword. However, several ideas can come out of a single blog topic.
Read through your existing content to find new blog ideas about a related topic.
- Find places where you could (and should) provide more detailed information on a topic.
- Identify keyword phrases that could be the root of a new article.
For example, our first recommendation in this list talks about using competitor keywords to inspire new blog topic ideas. But we don’t go into detail about how to choose the right SEO keywords for your site based on what you find. Now that would make a good post!
We might do some keyword research around the keyword phrase “choose SEO keywords” to see if it’s a good opportunity. If it is, we might write a new article about it titled: How to Choose SEO Keywords With Confidence. Hey, look at that!
Now we can link from this article to that article in a relevant way, providing our audiences more detailed information on a related topic.
Not only did we get a new blog topic idea from existing content, but we also have a new internal link to help our SEO.
And as we know, good on-page SEO includes: 1) linking pages elsewhere on your site, and 2) having the appropriate number of outbound links.
✪ Ensure your content follows all the best practices for on-page optimization with Alexa’s On-Page SEO Checker.
4. Customer Support Representatives
Customer Support representatives are at the front lines of customer interaction; constantly fielding questions and concerns about your product or service.
Working with your CS folks is a golden opportunity to directly address real customers and real questions via marketing content.
The benefits of developing blog ideas around customer support tickets are several:
- Your CS and Sales teams get valuable, illustrative content they can share when speaking with customers and prospects.
- If the question you’re answering hasn’t been addressed by before, including your competitors, you may become the go-to authority for the answer. In other words, if you’re the only one with an answer, then you’re the one people listen to. And hopefully, you get more traffic to your website as a result.
One of the most successful, and widely quoted, examples of this is River Pools and Spas. Hit hard by the recession in 2008, Marcus Sheridan started a content marketing program that saved his company and grew his traffic by 300%. The strategy: Answer his customer’s most pressing questions – those his competitors were afraid to talk about.
- You can build links internally and externally by linking to your product, linking to related content, and getting other sites to link to your content too.
At the end of the day, chances are – if your customers are asking these questions, then your prospects and leads are too. It’s a win-win to provide answers.
Once you’ve collaborated with your CS or Sales folks to collect frequently asked questions or concerns, do some keyword research to understand how people phrase these questions. In other words, figure out the syntax.
Figuring out the way people ask the questions they want answers to helps you find the right keywords to target in your new content.
Look up some of these potential keywords in Alexa’s Keyword Difficulty tool to find best keyword opportunity for your site. Once you’ve picked a great keyword, then get to writing!
Wrap up your new content by making sure it follows all the best practices for on-page SEO.
✪ Maximize your content efforts with Alexa’s On-Page SEO Checker. Get an easy-to-follow list of action items to improve your SEO and your ranking for target keywords.
Anytime you find yourself asking, “…but what can I blog about?” — Start here.
With 4 solid places to discover unique blog post ideas, you’re sure to have a steady stream of quality content that’s relevant to your business and your audience.
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