As writers, we all have that recurring moment when we were overly confident about our blog post that we went ahead of ourselves and claim that it will definitely be a huge hit. Pretty bold if you think about it — we tend to develop a cognitive bias over our own works. Why? Because why not? We’ve spent a lot of time and effort making it. From thinking of the best blog topics to choose from, to delicately constructing every sentence, we did everything. We put our thoughts out in the open to compose what we think is going to be a well-written blog. We’ve also done our job in marketing our blog through sharing it to every social media network. So our efforts alone is enough reason for us to have confidence in our blog post going viral.
Unfortunately, chances are, our expectations will not materialize into reality. Our post didn’t’ go viral, and even turned out to be just an ordinary post and not something worth the notice. But we know deep in our hearts that it should’ve been one of the best articles ever made. So with all the expectations going down the drain, we can’t help but ask, what happened?
The Overconfidence Effect
We might not notice it, but this happens a lot of times. Most of the time, we succumb to what people call the ‘overconfidence effect.’ We are under the unconscious impression that since we are experts, we develop tendencies of overestimating our knowledge with our industry. We also exaggerate our ability to express the outcome of our content. This leads us to rely more on instincts rather than solid data when conceptualizing new blog topics.
Since we like our ideas, we assume our audience will have the same perception. However, this isn’t the case most of the time. Just because you like the idea, doesn’t mean your potential readers will like it, too. If you continue this type of mindset, you will risk posting irrelevant blogs. Blogging isn’t about what you like; it’s about what your audience likes to read. You should be mindful about your audience’s preference. To succeed, let them be the ones driving towards the direction your blog will be heading.
5 Tactics To Help You Choose Ideal Blog Post Topics
When composing an appealing and desirable content, getting to know and being aware of some data before conceptualizing is going to be crucial. To help you consistently make the right decision with regards to choosing the most appropriate blog topics, here are five strategies for choosing topics your audience will surely like:
1) Determine What’s Working for You
The first and most reachable data sources that you can use in your blog posting strategy are your own metrics. What you need to do is to categorize each of you blog posts. Classifying your blog posts will let you calculate each post’s performance using data analysis. You can do this by using various content strategy tools available online.
Your performance metrics will be dependent on your overall marketing goals. We believe pageview is a key determining factor on the relevance of a topic. However, other metrics can also determine whether not a particular topic will attract your audience. These metrics include time spent on page, subscribers gained and generated leads. It will also be beneficial to keep track of how many posts you’ve published on each topic. Make sure that you are serving a genuine interest of your audience and not ignoring potentially viral-worthy topics.
For example, let’s say your blog posts on social media and digital marketing generated similar total amounts of traffic. Your most likely assumption is that your audience is equally enjoying both these topics. However, a topic’s total traffic might not convey the entire story. What if you are publishing social media posts three times more than digital marketing posts?
Let’s say you are publishing 30 social media posts that yield the same amount of traffic that 10 of your digital marketing posts are generating. This mismatch indicates that your posts for digital marketing are three times more effective than your social media posts. By cutting down on social media posts and producing more digital marketing posts, you are serving your audience’s interest a lot better. As a result, you’re going to generate a lot more traffic with only less content.
2) Know the Performance of Your Competitors
Since you are competing in the same industry, you and your rival brand will most likely have the same target audience. This means your blog topics will probably be the same, and their most prominent content could also be your most prominent content. To examine and determine your competitor’s most viral content, you can use tools like EpicBeat or BuzzSumo. First, know if their chosen blog topics would also interest your audience.
Once you do, look for their best-performing content, as you can use it to your advantage. You can even make some improvements on their work to favor your side a lot more. It’s okay to imitate the topics that your competitors are using. However, you should also own your very own unique version of that topic, along with offering a different insight to your audience.
3) Read Your Audience’s Comments & Inquiries
As a company that offers blogs about digital marketing, we are constantly going through and checking different digital marketing sites to look for the best ideas on topics to use for each of our blog posts. From viewing content made by other sites, we also take into account the comments and inquiries posted by their audience. We also consider these comments as these people are also among our target audience.
What they say in their comments will be crucial since it will also indicate if they like the topic, or if they are looking for something more interesting. You should do the same; making it a habit of checking your own comment section (if you have one), as well as other blog sites will help in clarifying the needs of your target audience. Checking even the smallest details will make it easier to personalize content for your readers.
4) Take Advantage of Google’s ‘People Also Ask’ Section
If a topic of yours is resonating well with your readers, you would want to continuously leverage from its popularity. What you can do to keep leveraging from it is to Google it. You will discover other related search terms for that topic. Whenever you search for a particular term in Google, notice that there’s a’ People Also Ask’ section located just beneath your entry:
Consider these queries as in-demand topics that also relate to your main topic. If your audience years towards content relating to your main topic, they will likely buy content about topics related to it.
5) Conduct Surveys To Your Blog Subscribers
There’s no better way of capturing your audience’s reading preference than to survey your own audience. However, before sending your surveys to them, you should be aware that your subscribers will not be willing to give feedback. That’s where incentives come into play. To get them in the mood of responding to your survey, incentivize your intent and offer. You can do this by offering freebies to your respondents. You can even provide them the opportunity to win prizes, like gift certificates. These tactics will stimulate your respondents to make their response a lot more. Motivating your subscribers through incentives will encourage participation and interest to complete your blog surveys than not incentivizing at all.
These five tactics will definitely help anyone who is struggling with coming up with relevant topics to write for their blogs. Keep in mind that determining topics is arguably one of the hardest things when writing a blog post. This is because you probably haven’t known that there are strategies that you can use to help you decide in coming up with what to blog. Hopefully, these five strategies will guide you through the hard part of choosing an appropriate topic for your blog posts.
Do you have other tactics in mind that will help people make the right decisions in choosing the best topic that will generate leads? Share them to us now by sending us a message at firstname.lastname@example.org.