Do you find yourself struggling to develop topics for your company blog? You're not alone. Have you ever considered why it's so difficult to generate content? It could be any number of reasons:
The lack of time to write a blog
The product or industry doesn't "inspire" topics
The belief that blogs can't translate to sales
Well, the good news is there are solutions to all of these challenges. Here are some concepts to help you break these content creation barriers.
I have simple response to that blog.
Do you think I'll be fooled by that company again? Nope.
In today's content overloaded world, you should just assume you're audience won't fall for a clickbait-like tease. These days, people tend to already be cynical about what brands put in front of them. They already assume it's probably more self-serving than valuable. It's also why when they land on content filled with links that benefit the content creator, they're likely to bail out in a matter of seconds.
Ask yourself why someone would want to read your blog, and don't say it's because your content is awesome or your company is unique. As Joe Pulizzi says - “Your customers don’t care about you, your products, or your services. They care about themselves.”
Your customers can create blog topics
Focusing on customers and topics can address two common blog strategy barriers:
The time challenge
The company product/service topic issue
What if you just took the answers your customers ask and turn them into blog topics?
This is how Marcus Sheridan saved his swimming pool business - making the the question a blog title, and featuring the answer (even if it's short) is the body of the blog.
Now he makes a living teaching businesses how to create value by answering questions that customers are asking - often times via search. It's amazing that Marcus turned this into a content phenom, because on its surface it seems kind of an obvious idea.
This concept helps with the challenges of time, length and sales. It's a prime example of how blogs don't always have to be long, time-consuming epic reads.
And Marcus will tell you - his They Ask, You Answer strategy works for all businesses.
Beyond conducting internal research to find out what your customers and prospects are asking, there are online resources like AnswerThePublic, HubSpot’s blog topic generator and Buzzsumo that help generate blog topics.
Some People Don't Want to Read Blogs
When it comes to time, you shouldn't just consider how much time a blog will take to write. You should also consider how much your audience is willing to read.
Brand and digital content strategist Chris Brogan expanded his content strategies beyond the written word when he noticed trends pointing towards video and audio. In making his case for why watching and listening is the new reading, Chris pointed out that people only spend an average of 19 minutes a day reading - including their texts and emails.
How many minutes do you spend reading your emails or phone communications?
How much time is left to read a few articles and blogs?
Chris's point doesn't mean you should stop writing blogs. It's a reminder not to solely rely on content content that takes a lot of time to read. Limited time and skimming habits are reasons why more blogs offer a written and audio version to their audience.
If you choose to record a video, just share some insights. Make it fun and engaging. Talk to your audience and save them some time by recording something that can also be shared on your blog.
Simple Blog Ideas Can Still Provide Value
Once you realize you don't have to write an epically-long blog post, you may realize just how much content you can create. It's all about providing value, and there are a variety of ways to prove you have a lot to offer your customers and prospects.
When I first learned about this approach from a content marketing expert, they said something that has always stuck with me:
If you provide a lot of value through content, your audience starts to think, "If I get this kind of value for free - imagine what I'll get when I buy something from them."
So, take the time you might spend on an extremely long and complex blog and use these 60 ideas for bloggers, entrepreneurs, marketers and businesses to generate ideas.