It happens to every marketer sooner or later. You sit down to create your latest piece of social media content, only to realize that the well has run completely dry. One of the (many) issues that make small business owners dread blogging is the need to continuously feed the bottomless pit known as the Internet. Better not to start something you can't maintain, right? The thing is, you have to maintain that ongoing marketing push if you want your target audience (and Google) to notice you instead of your competitors.
Fortunately, ideas aren't as hard to find as you might think once you know where to look for them. Sometimes it's just a matter of focusing on a particular type of article. Working within the constraints of a particular form or category can focus your thoughts and allow relevant, compelling topics to jump out at you. Let's look at three examples.
1. Evergreen Anchor Posts
Anchor posts, also known as pillar posts, cover those critical major topics that your target audience is always looking for. These pieces feature overviews of, or introductions to, essential basic areas of what you do and how it relates to what your readers are searching for online. If you repair cars, for instance, you'll want to write several anchor posts about specific automotive components and symptoms, from troubleshooting danger signs to preventative maintenance tips.
These articles are evergreen, meaning that they'll never lose their relevance to your audience. (You can always update certain details as needed in the future.) Pay attention to the hottest search queries related to your industry or profession, and write anchor posts that seem to answer those pressing questions and concerns.
2. New Developments
The one constant in life -- and in the business world -- is change. Your target market, brand image, products, services, or economic environment may all shift beneath your feet due to all kinds of circumstances. Some of these surprises may prove cause for celebration, while others may require reassurances and explanations. Either way, you can turn that breaking news into relevant blog content.
Has some headline news made an enormous impact on your industry? Have technological breakthroughs or hot new trends left your customers both excited and confused? Do you have some particular expertise to offer on the subject? This is your chance to create a topical blog article that showcases your knowledge, insights, and individual spin on the situation. You have the answers -- and that's exactly what your target market wants.
3. Case Studies
Nothing sells success quite like a "before and after" story. You've probably seen pictures or read reports of a broken-down home, mud-caked pet, chaotic business department, or wrecked car that appeared utterly hopeless until an expert stepped in -- producing amazing improvements that you never would have dreamed possible. If your business can tell similar success stories, why not tell them on your blog?
Think about a time when your products or services rescued a grateful client from a disastrous situation. If you can tell that story within several hundreds words, you've got yourself a case study. Present the problem, describe how you handled it, and trumpet the positive results. Who wouldn't want to align themselves with a company with a real-life track record of success?
Need more ways to jog your creative mind -- or need another creative mind to take up the slack? Contact me for writing services that can keep yourself stocked up on blog articles indefinitely!
