As per a recent Content Marketing Institute study, 60% of B2B marketers struggle with production of good engaging content.
You can find tons of techniques in a Google search for blog post ideas. But usually, these include a list of topics that someone else already brainstormed. They may or may not resonate with your business or audience. So what good are someone else’s ideas if they don’t relate to your audience — and, of course, move your own audience to action?
Thankfully, data never lies. And data-driven decisions are our forte at Engage48, and they can be yours, too. Here are three hacks to find blog post ideas based on measurable audience data.
1. Dig Deep into Blog Post Analytics
You probably have dozens or even hundreds of posts in your content archive. So if you’re not looking back to see what’s resonating, you’re ignoring a huge data point.
But what metrics should you look for? You could measure things like bounce rate, time on page, social shares, and more. Yet if you want a blog that generates leads, you should focus on post that received the most conversions. That is, visitor-to-contact conversions. And not only new contacts (which might include spam or low-quality submissions), but new contacts that are actually qualified leads.
This metric will point you to blog post ideas that resonate with your target prospects, not just anyone. To simplify this, install Google page analytics extension for chrome to see sessions with conversions on page
2. Track and Optimize Keywords for Performance
By tracking keyword performance, you can also get your finger on the pulse of what people are searching for. You can make use of a keyword tracker like HubSpot to see how a term performs over time. If you notice searches are increasing, it may be time to strike on a particular topic. And if your own content is improving in ranking, it may be the momentum you need to create more content on the topic.
As an SEO tip, don’t focus all your efforts around one keyword, though. Spread out your keywords semantically around one core topic.
3. Are you Employing Social Monitoring?
Reading one Tweet is anecdotal. But reading dozens or hundreds of Tweets can become research. Therefore, you should set up social monitoring streams to track the topics that matter to your personas.
You can do this in several ways. First, create lists of users that are relevant targets of yours. For example, if you’re targeting CIOs, track top IT professionals in their personal profiles. Then, watch which hashtags they use, the questions they ask, and the discussions they have.
Second, you can monitor hashtags, such as #bigdata or #IoT, #virtualization to follow buzz on those topics. Not only will this help you identify topics for blog post ideas; It will also show you insider hashtags to use that influence your audience. Even better, supplement your research on Twitter and LinkedIn with a quick search on Quora or Reddit, to see if people are truly asking those questions.
Also, do not forget to review feedback from your readers, customers and other stakeholders. With these three hacks, not only will you fill your content calendar, but you’ll spend your time wisely on blog post ideas that generate great leads and resonate with your audience.