I was reading a great article about content marketing on Influence and Co. about “What Makes a Great Piece of Content” and was most inspired by the areas you should look to find inspiration for article topics and wanted to break them down a little further for you.
If its hot and new, it goes on your blog. Take a look at trending topics on social media and tie it into what you are currently doing. Be aware, these need to be created quickly the attention span of the internet is very short. If you are able to analyze or comment on the event from the perspective of your company’s services and provide value, you are likely to grab the attention of those interested in the event and your service. But please do not force it, if you are just jumping on the bandwagon with no relevance it may seem like a desperate plea.
Search Volume Data
Search volume data, and keyword trends can tell you what information people are searching for. Write a helpful post answering the questions of search engine users and your blog will receive more traffic. A great site to explore what questions people are asking about your industry is https://answerthepublic.com/. Just type in a keyword from your business and Answer The Public will spit out the related questions asked on search engines.
Customer Pain Points
Your business was formed to solve problems. Describe a specific problem in a post and include how your company can improve their life. If possible you may consider including other solutions they can do themselves or alternate approaches not related to your company so the reader feels you are interested in helping them not selling to them to build trust.
Objections Your Sales Team is Hearing
Each step in your marketing funnel is a micro close. Addressing common objections on your website is a great way to increase your online conversions the same way properly addressing objections on a sales call increases close rate.
Common Customer Questions
A great way to look at online marketing and content creation in particular is to model what happens “in real life”. Take your most common offline questions and answer them online so the information is easily available.