I hate to tell you, but if you google “blog-themed ideas”, you won't get the content you should be creating.

Not all content is the same. If you let the internet tell you what to blog about, it leads to mediocrity. Mediocrity is fine in some cases, such as when you are forced to show up at 5:00 p.m. in the gym. if you'd rather call it a day. However, if you try to stand out on the crowded search results page, you have no chance.

The reality is, it's hard

The web is crowded with companies that have a larger budget than you can produce content every day. In the meantime, you're lucky enough to post a blog post once a month. Where you spend your time, you can make or break your digital endeavors. How do you compete? What content will increase your traffic month after month and year after year?

If you invest your time in creating and promoting a blog post and hope for results, you need to find out for yourself what is most suitable for blogging.

Forget the 50 handy tools and blog topic lists

The Internet says: "Just research with these 50 practical tools and you will get a lot of ideas!" That is canceled. When I worked on topics every week for over three years, I learned that this advice, although well-meant, wanes quickly. Especially if your topic or industry is a niche.

I would recommend the following instead:

  • Find out what interests your employees
  • Find out where the magic happens
  • Keyword research on your topics
  • Brainstorm, categorize and prioritize
  • To run

And we will deal with that. It may take a little longer, but it gives you ideas and instructions that you can use for months.

Find out your people

The best way to find ideas for blog topics is to look at your audience. What are your weak points, concerns and obsessions when it comes to your products? Sometimes easier said than done, but you probably already have an idea why they choose you. So start there and go back.

If you're lucky, you'll need to do some research or set personas. If you are not, do it. It's not about idealizing your audience or nailing down the tofu sausage brand they like. The point is to pin down their pain points and desires and keep going.

Think of your best customers: how do you help them live their best lives? What do you help them solve? What frustrates you about your service line? When do you realize that you need someone like you?

Take the time to understand the people who are currently buying from you. So you can find more of them. In some cases, finding your audience is easy. In other cases, your audience is very different, or you just want what your neighbor has. It is not particularly important to find the perfect person for the audience. Just get a good enough portrait and continue.

Find out where the magic happens

I barely passed math in college, but one thing I got was Venn diagrams. Two circles, and the magic is cool where they intersect.

When I think about what to blog about, I use this type of diagram to help me decide what to talk about best. On the left are the audience interests and concerns that you found out in the previous step. Your expertise on the right. In the middle you get a number of topics that you can specialize in. This is also the position that you can take in the world of your customers. If you can find a mix of exciting, ambitious, and realistic topics here, this is the best.

It's one thing to know what your audience likes. But chase it and you compete with medium or buzzfeed.

It's another thing to know what you can talk about well. But chase that and you talk to yourself.

The magic is to find the place where your audience's interests and your interests overlap.

During a recent workshop, a woman asked me, "I am a photographer and the people who like to work with me are outdoors. Are you saying I should blog about walking in the area?"


Do not do that.

There are many websites that are much more invested in hike writing than you are, and they probably have more authority on the subject.

My answer to them: “How about content around the most photographable hikes in the region? You can create a blog post for Instagram, one for portraits, and even one for engagement photos! "

It's not about creating content just because people are interested in X, Y, or Z. Ask yourself what you can best talk about and how this overlaps with the interests of your audience. The more specific and unique for you and your audience, the better.

Keyword research on your topics

If you know your sweet spot, think about general topics and insert them into a document or spreadsheet. Then drag these ideas into your preferred keyword research tool. I generally start with a list of a root word and export various keyword ideas with a few tools. When I get more ideas, I plug them in, export them, and make a small but healthy list that I can work with.

There are some tools worth investing in to get this information (as well as some free options). Since I believe in a simplified approach to tools, I recommend:

  • A keyword research tool like Moz, SEMrush or Keywordtool.io
  • A content research tool like Answer the Public or Buzzsumo
  • A bonus tool like Ubersuggest or the good old "People Also Ask"

Sort your bounty by monthly search volume, keyword difficulty, and social interest. Then select the topics you want to cover for the quarter.

Don't be discouraged if your keywords are competitive. It's the 2020s – anything that is worth anything is competitive. The goal is to create content that pays off over time as you expand your domain authority.

A word of caution: the topics you choose should be on your sweet spot and help your readers live their best lives.

Brainstorm, categorize and prioritize

Once you have defined the topics that can anchor your content efforts, use these four categories to select topics in these areas. I like to think of this approach as a pyramid in which you deal with all the obvious "duh" questions before moving on to the sexy things.

Think about topics that would apply in each of these four sections, starting with the largest general foundation category.

  • Evergreen content relates directly to the product or industry. These are the questions people ask every day. At first glance, the keywords seem like little fish – d. H. You only get 800 to 1K monthly searches. However, if they are tailored to your topic, you definitely want to answer these questions. If you don't, someone else will. Ultimately, the goal of content is to attract website visitors who are looking for your product or service.
  • Original research answers a question or provides insight into an area that is closely related to your job. It is premium content (long blog posts, supporting guest posts), the creation of which requires more resources than a typical blog post, but which help to build up the domain authority. Hopefully this content will help you get links from reputable sources, and it will also be fun to work with.
  • Trends and current content are blog posts that aim to generate buzz, attract attention, and help build links, but are usually short-lived. These are topics that are currently in your sweet spot and are current. Jump on this seasonally.
  • Lifestyle content is blog content on topics related to corporate values ​​and related to readers. Yes, it's nice to show the human side of your business because people buy from people they like. But I'd rather have a post that answers my questions about a post that shows me cute dog photos, right?

What may seem like basic information to you could be a completely new revelation for your potential audience.

I created a blog to attract more than 100,000 monthly visitors, and one thing I learned was that the content that brought us traffic month after month was the raw material. The simple, how do I find ______ things.

And there is a possibility that your blog (or website) may lack this content "Beginning of Buyer's Trip". If you think everyone knows this stuff, they don't know it. You're probably too close – I was there too.

Questions you can ask yourself to get started:

  • What are some common questions your audience will ask? What solutions can you give them?
  • How would you explain this concept to grandma or a child?
  • What is a cool trend with __________ that is worth investing in?
  • What do you wish your best customers about __________?

Sources of information that you can also see:

  • Trade pubs (for ideas that can be used for the general public)
  • Events (for ideas that can be very current and relevant for a selected audience)
  • Influencing factors in your room (for ideas about what attracts your audience)


Ideally, you have a mix of topics on the pyramid to choose from every quarter. Plan this. I used Google Sheets or Trello. The cool kids use Airtable – whatever your boat floats and helps you get your content out.

Eyes on the price

Blog traffic growth should pick up speed over time. If you create your content accordingly, it will. Determine the point at which your interests and the interests of your audience overlap. Find topics that live up to this sweet spot by answering frequently asked questions. Add seasonally original research results and sprinkle in some trends and lifestyle content.

If you create blog topics that are more related to your brand and strengths and fit the needs of your audience, you are more likely to stand out in a crowded room. The internet is packed with hella – in order to differentiate and address customers, you have to do the best you can.

To help us serve you better, please consider those 2020 Moz Blog Reader survey, which asks you who you are, what challenges you face, and what you'd like to see more of on the Moz blog.



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