If you look back into the not-so-ancient history of online content, you’ll trace the birth of the social influencer to the invention of the almighty blog, which made us all very aware of how powerful it can be to put, well, fingers to keyboard.
Think about the sensational stories you’ve heard over the years about everyday people generating massive success through blogging.
The examples are literally endless, and business-minded wordsmiths everywhere are still trying to cash in, particularly those at growing brands.
Blogging for business
Effective blogging can have a major impact on business by raising SEO rankings and boosting thought leadership value, which has been shown to significantly drive customers.
It’s no wonder why so many marketing directors are looking to maximize the big, bad business blog. They spend hours finding pithy titles and cram their articles with keywords, hoping to drive the most traffic, but many still fail to add the key ingredient for success: relevancy.
Yes. Millionaire bloggers generated readers by being relevant. They didn’t have big budgets for SEO or boosted social media campaigns. They developed content people cared about while it was still “newsworthy.” Recreating that success is no different for businesses.
In order to find what’s relevant, bloggers need to start thinking digitally just like publicists do. Here’s how.
Use digital tools
Publicists use digital tools to learn what’s hot so they can craft pitches that are most relevant to the journalists they want to attract. If they fail to be relevant to journalists, their stories will not be picked up and their clients will be pretty mad. Bloggers should adopt this same mindset when crafting their content in order to continuously drive readers.
On BuzzSumo’s platform, users type in keywords relevant to their businesses and the site spits out all of the current top-performing articles surrounding that topic. From here, bloggers can use this to craft content that is relevant.
Other content pros swear by Cision (formerly TrendKite), which analyzes a business and uses AI and big data to develop possible story headlines that are primed to perform better. This could be a very efficient way to get past writer’s block and crank out more meaningful content.
Use social media wisely
Some experts are skeptical of the newer technologies for spotting trends and choose to rely on the good old standby: social media.
According to some, reading your Twitter feed is still the best way to discover what your audience cares about, though Reddit is a close contender. In fact, Reddit actually compiles what people are talking about and puts the topics right there on the front page.
Using social media for spotting trends could be quite efficient, both in time and cost.
Learn from top news sites
Your favorite news sites became popular by being relevant. After all, that’s why you read them.
Top tier media platforms thrive on having millions of readers. If their content slips in quality, they lose their readers and, therefore, lose their advertisers. So, their writers and editors are absolutely relentless about delivering content that is timely.
One method is to cut down on the Google searches and brings the most relevant content trends right to your inbox. And it’s also free.
So, whether you choose to use the latest and greatest technology or comb through the internet the old-fashioned way, one point is absolutely clear: You need to make sure you understand what your readers care about if you want to have any chance at holding their attention at all. You may opt to try before you buy or develop your own method for stitching technologies together to optimize your chances.
Whatever technology you use and whatever you choose to write about, make sure it’s real and relevant.