Business blogs are now a hallmark of the late wave of entrepreneurship and the whole culture linked to it. Getting your content out there has never been as beneficial to your company name, as well as your own, within your industry as it is today. Whether your blog topics are related to the products your company offers or your expertise in the industry, the constant relevance of the topics is key if you want to stand out in that clutter.
Targeting and Specialization
Never compromise on genuine relevance for wider reach. If your blog topics take an excessively generic turn, what will happen is that instead of the intended effect of reaching various segments with a wide range of concerns, you will, in fact, reach none of the segments whatsoever. That means that you are better off addressing one particular segment of your choice, adjusting your tone to fit its taste, and talk exclusively about its issues.
Entrepreneurs and business owners looking for a good read usually have a strategy in mind which they are always on the look for advice to get them closer to. These strategies are usually the likes of “regional expansion”, “local market domination”, etc. For branding purposes, it proves effective at adding a sense of relevance to your blog that you associate your blog’s name with a specific framework or general strategic umbrella (i.e. becoming an expert on regional expansion, with blog posts that all flow into the same ocean). For example, if you decide that your blog will transfer your expertise on regional expansion in a certain industry you should start approaching with that paradigm every relevant development in the market, showing your niche what the opportunities or threats are that this event poses to their pursuit of that expansive strategy.
Do not merely flex your analytical muscle in all of your blog posts. An analytical post every once in a while can serve to add credibility to your level of understanding with your readers, but keep in mind that excess in that area will inevitably trigger in their minds the question of “But what exactly should I do about that?!”. Especially when it comes to business, people usually would not be on your blog to just update themselves about the latest events and trends in the business world, but rather want to know precisely how to exploit the opportunities and avoid the threats they might pose, from someone who they consider a figure of authority in the field.
The pool of new ideas for blog topics seems too dry at times, but even a topic that has been talked about over and over again can be seen through your own original perspective. In order not to get lost in the clutter of business blogs that flood the web with new posts every hour of the day, try to stand out by that special lens that you allow the reader to see things through, and by challenging conventions that are taken for granted. The latter, though, would require some degree of well-established credibility with your niche because people certainly do not let go of dogmas so easily, particularly when that might affect their business.
Needless to say that writing in a niche that you actually understand and whose intricacies you are familiar with is the only way to achieve this. Surely, you can do your research and there is no shortage of resources for that, but if you have actually been plugged into a certain field for a while, your exploitation of the information you will gather will be much higher than if your first knowledge of the topic at hand was developed during the research process. If this field is already your area of expertise, you will have inevitably looked at it from new angles in your mind and that is what you should communicate to your readers.
No content will ever be relevant unless it is backed with enough insight on the niche being addressed, the issue at hand, its consequences, and how people in general, and your niche in particular, are reacting to it. You might think your intuition is to be trusted in this area, but as a matter of fact, the longer a person’s experience in the blogging business, the more they understand that relevant blog topics with potential to go viral do not come from intuition, but are rather based on actual insight gathering and research. We are not talking exclusively reader-related data here, but that related to your competitors as well. You have to be updated about the state of the blogger community in your field, who leads the game, and what they are doing to achieve that status. Especially when you are starting up and have not yet developed your own style and format, the bigger names will have to serve as your main reference and that necessitates a close look at their performance.
That research could be done the old-school way, where you go to the most-visited online forums like Quora and Reddit where normal users get to ask questions which would give you a glimpse at that segment’s major business concerns. There is now a plethora of software tools that can make the insight gathering job way more efficient. Here are examples of such tools just to name a few:
This tool is particularly used to monitor competitors’ performance, rankings, and the keywords they have been using. It also allows you to perform SEO audits on your own blog.
BuzzSumo is currently considered perhaps the undisputed master of monitoring social media trends. It also gives you an account of the hottest keywords related to your topic with a time frame of up to 6 months back.
Many bloggers today dismiss research as unessential when they go about choosing blog topics. Aside from the market research intended at effective targeting, part of the research efforts, and a major part for that matter must be directed at gathering information about the topic itself. Especially when it comes to business and marketing, genericness is not the right way to go if you want to remain relevant. People take to the internet seeking numbers and solid facts, and if the abstractions are not made within the context of an actual case study of real substance from which they know clearly what exactly to walk away with from your blog post, it is only a matter of time before your blog will be deemed irrelevant. Remember, we are talking business, not general philosophy.
Do not go too wide in scope trying to reach everybody because that simply always proves impossible to do especially in fields of business where specialization is core. That applies to the range of your blog topics, the targeted niche, as well as the set of objectives you project in your content.
Do not push yourself into the crowded sphere of business bloggers with content identical to that being created by the majority in the field. Rather create your own blue ocean by offering your readers some unique perspective.
Make concreteness the law with generic content as the exception. Readers want a vivid image of the solutions and actions they are to adopt in their businesses.
Always read the scene well before coming up with blog topics. Make sure you understand both the readers in your niche and the competitors (especially the leaders among them).
No matter how confident you are in your intuition after a long experience in the field, research will always be an indispensable part in the successful handling of your blog topics.
An article by Dougles Chan, an SEO Expert with over 18 years of SEO experiences.