Do you run out of ideas to write on your blog? In this post
we show you 6 steps to identify topics relevant to your content marketing
strategy.
When we were faced with the problem of not knowing what to
write about, we were able to get out of the way by writing about industry
trends, talking about a new product or even commenting on breaking news.
However, these resources are not infinite. It is also necessary to do marketing
content that is not only useful, but what really interests our customers and
followers.
We reveal 6 questions that you must answer to identify the
most relevant content for your audience.
#1. What are your most popular posts ?:
A good way to know what your audience is interested in is
checking which posts have visited the most and which have been the most shared
on social networks. You can use Google Analytics or Google Web Masters Tools to
help you find this information. In Google Web Master Tools you can see the posts
of your blog sorted according to visits. During a maximum period of the last 90
days. (If you are not registered in this great tool, maybe it's time to do
it!).
To take into account also your most popular social
networking posts, use: Social Crawlytics. This tool will tell you which of all
your posts have been the most viral and most times have been shared.
Then, to organize yourself, make an Excel with a list of the
20 best posts you have selected after this search and add the following
information: post title, URL, number of visits, number of conversions, length
of visit and number shared in social networks.
#2. What are the most popular posts in your competition?
On the other hand, it also analyzes what has happened with
the posts of your competition. Although to analyze this you will not have
access to complete analyzes, you can check the most shared post in social
networks by browsing their blogs. You can use Open Site Explorer to analyze the
data of your competition. This tool shows us, according to the
"authority" parameter, which is the authority of our domain in a
ranking of one to one hundred. In addition, it also tells us what are some
interesting external links or what is the most visited page of our link.
#3. What topics interest your followers on Twitter?
Another important aspect to identify topics that interest
your community is to check what content has been the most shared among your
followers. To know your audience use Followerwonk. This tool analyzes all your
followers telling you where they live, what time they are most active or the
words that are repeated in their bios.
#4. Who are the influencers of your sector and what do they
share?
Once identified the previous point, identify who are the
most influential users in your topic and check what kind of content they share.
For this you can use Twtrland. This tool, in addition to analyzing your own
Twitter account shows you who are the most influential people depending on the
topic you choose.
In the "Influencers" tab you can check who are the
most influential users and compare what they share with your content. Are they
similar topics? What format do they use most: video, image, text or graphics?
This is what appears when we click on the
"Influencers" tab. At this point, choose the topic (s) that interest
you to show you the results. As in this image, where we have chosen the word
"Marketing" and these are the results that have returned us:
#5. What are the most viral contents of your sector?
Now you can identify which have been the most popular pieces
in social networks on a specific topic. You can organize these results in
different topics and categories by searching for it in Buzzsumo. In this tool
you enter the keywords on the topic that interests you and inform you about the
most shared in social networks on that topic.
In this example, the most shared post on social networking
on "digital marketing" is a post from Merca20 talking about the 5
marketing lessons taught by Disney. With this data you can get an idea of the
type of content and format that is most successful according to the themes.
# 6. What doubts does your audience have?
Another interesting resource for your content marketing
strategy is to find out what doubts your audience has. For this, you can, as a
first step, write on Google "doubts about topic X". Search forums
that have to do with your topic and check what users are asking.
A very useful resource is to ask directly to your community
(via Twitter or email, for example) about what they want the next post, or if
there are any issues they miss. For this you can use, for example, Survey
Monkey. This tool allows you to create online surveys quickly and easily.
In this image you can see the Survey Monkey desktop. Once
registered, just click the "Create Survey" button and follow the
steps indicated.
Compare your most popular posts with the most successful of
your competitors, identify what format has been (text, infographics, video,
list, slides ...), what type has been published (guide, news, webinar, report
...) And also when they have been published.
Last but not least, evaluate your possibilities and
resources. Before deciding the new topic for your post ask yourself two questions.
The first is if with that post you are going to solve some problem or doubt
that my audience has. If the answer is yes you can ask the second question: do
I have the necessary resources to address this issue? We cannot talk about
programming if we do not know how to program.
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