Blogging topics made easy!
Most copywriters will come up against a blogging gig or two during their career – where their clients will expect them to research potential topics and write blogs or thought leadership pieces.
But how does one nail down effective topics? It’s a good idea to take a step back and understand your client’s motivation when they ask you to create blogs on their behalf.
Why do clients ask writers to create blogs? There three fairly common answers:
So when figuring out blogging topics to write on, keep in mind the reasons you’re being asked to write in the first place. Once that basic due diligence has been conducted, here are 4 handy tips to refine your topic selection further.
What’s happening in the industry?
The best way to gain traction is to be relevant, and write about buzzing topics in the industry. The first step is a Google search. Then, drill down into industry-specific forums and sites. For anything economics and finance related, for instance, find out what the Financial Times, the World Economic Forum and the World Bank are saying about the subject. This tip is particularly relevant for content marketing and thought leadership blogs.
What are people searching for?
If your client is a large firm, chances are they’ll have an SEO partner. If that’s the case, ask for a list of keywords that the SEO firm is promoting for. If you don’t have access to an SEO provider, the Google Keyword Planner is your friend. Remember to go for long-tail keywords as opposed to a single word – because the former are more likely to be actual customer searches. This tip is very relevant to blogs written for SEO purposes.
What’s been written before?
This is an extension of point number one. When doing your research, find out what’s already been written. Previous articles are a great foundation to build your own on. But remember, this isn’t an invitation to copy and paste, or even just rephrase. Acknowledge previous work by linking to it, and then advance your arguments. However, check that your blogging topics haven't been done to death already. If a couple of hundred articles have already been written on it, there’s no point you going there – unless you have a completely brave new perspective. This applies to all three types of blog content.
Who’s the target audience?
Start with the audience. Marketing teams, working with writers, can create “buyer personas” – which are essentially ideal types that encapsulate buyer motivations, behaviours and demographics. Serve people content that helps them address their pain points, and your articles will gain far better traction. This is particularly important when establishing thought leadership or running a content marketing strategy.
Hisham Wyne is an award-winning copywriter, brand consultant and content creator based in Dubai. He has over a decade's experience in helping brands get their messages right. From crisp web copy and zippy brochures to in-depth company profiles and analytical annual reports, Hisham makes words work for you - so you can sell better, gain visibility, and give your brand a unique voice.
During his time in the Middle East, Hisham has collaborated extensively with blue-chip companies including Twitter, Microsoft, LinkedIn, Harley-Davidson and Aston Martin, and helped government concerns such as the Dubai Internet City, in5 and the Dubai Design District.