Coming Up with Topics for Your Company Blog

You’ve probably already heard that regular blogging is key for content marketing and SEO. Are you wondering how often your company should be blogging to reap the benefits? Generally, the more you’re blogging, the better. Research shows that companies that publish over 16 blog posts per a month get well over 3 times the amount of traffic as blogs that post four or fewer posts per month, and they also generate over 4 times as many leads. There is no doubt that blogging is pretty great for business. The more you do it, the quicker you build up an audience and the more successful you will ultimately be.

“Publishing a few pieces and hoping to go viral is the equivalent of playing the lottery. Sure, every once in a blue moon someone wins, and there's nothing people love more than an overnight success story. But that's not the majority, and it's certainly not a success percentage any intelligent individual would bet on,” Nicolas Cole explained in Inc. “However, if you pump out volume, you will win. It'll take time, but you will find your voice, you will figure out what content resonates most with people, you will build an audience, and you will ultimately turn yourself into a thought leader within your space.”

In order to maximize the effect of your content marketing and SEO efforts, you don’t just need to churn out blog content regularly – you need to churn out incredibly high-quality content regularly. If you’re planning to post 16 blog posts per month, that works out 192 posts per year. Finding 192 different things to talk about in an interesting way might seem like an insurmountable feat.

Producing stellar content in a snap can be a challenge, to say the least. Even if you’re just blogging once or twice a week, coming up with enough compelling topics can be a challenge. If you’re committed to 192 posts per a year, it only gets harder. Luckily, you can consistently come up with topics for your company blog that will keep your target audience engaged. Before your next brainstorm, be sure to consider the following tips.

Understand Your Target Audience  

Before you even start blogging, you should have a comprehensive understanding of your target audience. You should have an analysis of your different audience segments, customer profiles, and a demographic and sociographic analysis at your disposal. All of these can be excellent sources of information for topics. For example, they will provide insight into your audience’s wants, needs, preferences, and, most importantly, pain points. Once you have an understanding of your audience’s pain points, you can develop topics in line with these, helping them figure out how to solve specific problems they might have and what you can do to help.

Companies are sometimes reluctant to spend money on audience research, particularly if they are just getting up and running. However, it is important to keep in mind that the more research you have, the better you will understand your audience and the better your topics will be. Ultimately, that translates into increased business success, so understanding your audience is without a doubt worth the upfront investment. 

Get Your Team Together for Brainstorm Sessions

When you’re putting together an editorial calendar with topics for your blog, it can be helpful to get your entire team together for a brainstorm session. Even people who might not be involved in the blogging process normally, from your product designers to your software engineer to your marketing specialists, can add a lot of value in terms of generating out-of-the-box ideas. For example, maybe your product designer has a great idea for a post explaining a unique feature of your product.

However, the key to success here is keeping your team’s eyes on the prize. And, of course, You all need to be focused on brainstorming great content ideas, so keep the distractions to the minimum.

“Idea sessions can easily dissolve into wandering and woolgathering. Don’t let it happen,” Josh Linker warned in Forbes as he explained his 10 ultimate commandments to effective brainstorming. “An idea might remind someone of a story she just has to tell. Or it might lead to taking on a different creative challenge, or discussing a completely different topic. A right-brain creative state is so rare and so refreshing that its energy and excitement can cause a team to stray. To solve this, keep what I call a parking lot list. When unrelated topics come up, put them on the parking lot list to be discussed another time. This will keep the group focused on the task at hand while still making sure that important concepts are remembered and can get attention later.”

To keep everyone on the right track, you may also want to consider having people show up to the brainstorm with a couple of ideas that can be tossed out and discussed. After all, the last thing you want to hear during a brainstorm session is the sound of silence. If everyone comes prepared, it will likely enhance the overall quality of the discussion.

Pay Attention to the Comments

Believe it or not, if you’re struggling to develop topics for your company’s blog, try mining the comments section on pre-existing posts for ideas. Readers will often leave indications of any questions they have that are still unanswered or anything they would like to hear more about. Considering their ideas is an excellent way to ensure that your blog actually resonates with the people who matter most: your audience.

“If you have an active blog that gets even a few comments, don’t just leave them to go by unnoticed — draw every little bit of ammunition you can from them by taking every single comment and turning it into a question or topic to write about on your blog,” Aaron Agius explained in Entrepreneur. “And if you don’t have many comments? Find a popular blog in your niche that does. People are leaving their questions right there to be answered, so just copy and paste them into your spreadsheet to be answered in a future blog post.”

The bottom line is that frequency is the key to success when it comes to blogging. The more you blog, the more successful you will be. When it comes to beefing up your blogging frequency, you should never let a lack of topics get in your way. There are tons of interesting topics out there that can be examined from interesting angles that will produce compelling and interesting reads. You just need to know how to come up with them! At 10twelve blog every single day, for more suggestions or advice contact us for a brief consultation.