How To: Develop Relevant Blog Content

Blogging is a huge opportunity for businesses of all sizes. But problems arise when content managers think they’ve run out of things to write about. Anxiety over content creation can lead some bloggers to fizzle. Here are a few tips on how to develop relevant content for your audience that will keep you consistent:

1. Answer questions

Most companies get questions about their brand or products on a daily basis. This is especially applicable for B2B’s that have a plethora of services. What are your most frequently asked questions from potential customers? Start writing blog posts that answer these. This can also help your customer service because your blog becomes the ultimate resource for all things concerning your brand.

2. Discuss industry trends

Even if you’re a B2C, this is very helpful. Think about the trends in your business. For retail, more people are shopping on their mobile devices. Write a blog post about how you are coming up with new ideas for making the mobile shopping experience easier. For travel companies, customer reviews and personalized experiences are being favored. Write a blog post about what your business is doing to bring more customer-friendly elements to the travel process. Keeping up with the industry trends will not only help you develop content, it will keep you abreast of the current issues in your market. This research is invaluable, as it may give you insight for what to expect in the coming weeks, months or years.

Note: Be sure to include your own opinion in your blog posts. Do not just aggregate content that a consumer can find somewhere else. If you are using another source’s story, think of your blog post as a response to it. If you do not have anything to add to the conversation, do not post it.

3. Develop recurring posts or series

Take note of the fashion and interior design bloggers who have a massive readership. They have things that they do each week and each month to keep people coming back. Perhaps it’s a giveaway or maybe just a “DIY” post. Either way, discover ways in which your blog can keep up the consistency with these ideas. Have you noticed, for example, that “How To” posts are shared most often? Try designating a day of the week devoted solely to “How To” posts. Your readers will know what to expect and will check back to see if this week’s post applies to them.

Note: Adjust permalinks on similar titles to be certain blog posts do not seem like duplicate content.

4. Create an editorial calendar

Most people say to develop an editorial calendar to keep yourself organized (it does that, by the way), but we like it even more for planning content around national or worldwide events and trends. People often forget about holidays or natural trends that occur outside of their businesses when writing blog posts. Let’s say, for instance, that you’re in the healthcare industry. You know that many accidents happen over the holidays. Try writing about about safety tips when frying turkeys, cab companies for New Years Eve, driving in inclement weather or fire hazards in the home like Christmas trees or candles. Likewise, a nonprofit might blog about writing off charitable donations during tax season or the rise of mobile fundraising during disaster relief. Your business does not exist in a vacuum, nor should your blog.

5. Goings-on

People are more invested in companies than ever before. With companies constantly engaging them on social channels and through their iPads and TVs, people like to know who they’re doing business with. Having blog posts that are devoted to what’s going in your company (even featuring departments or employees) will give your potential customers a look behind the scenes. This is a great time to brag a little, too. If you’ve recently received a newsworthy accolade, raised money for charity, implemented a new feature on your website, or welcomed some new employees, write a blog post about it!