You’ve seen the stats: 53% of marketers say blog content creation is their top inbound marketing priority. B2B companies that blogged 11+ times per month had almost three times more traffic than those blogging just once (or never) each month. Then, there’s the unicorn of blog content: the compounding blog post, which means organic search traffic actually increases over time. HubSpot reports that while only 1 in 10 blog posts are compounding, these blog posts account for 38 percent of all traffic. Whether you’re publishing articles on LinkedIn Pulse or your company blog, B2B content marketing is widely considered to be a contemporary business imperative.
Of course, actually coming up with relevant ideas for all your content is a lot easier said than done. You know you need to publish content consistently to build an audience. But as you’re staring down your content calendar for the next six months, you’re drawing a total blank on ideas. What does your audience want to read about?
We understand. Whether you’ve hit a temporary rut or are struggling to get started, these topics can help jumpstart your brainstorming:
1. Top industry news. Keeping pace with industry developments can be a challenge for today’s busy professionals. Wouldn’t it be great if someone did the hard work for you? Make it easy for your customers to know what’s important by creating a recurring bi-weekly or monthly blog post feature. Highlights 4 or 5 major news stories, research reports, or new product launches that directly impact your industry.
2. Opinion pieces.
In addition to sharing a curated summary of industry news, offer you viewpoint on recent developments. What do you think about a new technology or process? Do you think your industry is facing a talent shortage that no one is covering? Is a new product really worth the investment? Just remember to keep the content industry-relevant and watch out for controversial topics around politics and religion.
3. Technology stories.
From Artificial Intelligence to blockchain, technology developments are disrupting industries, creating new business opportunities and also panic– no one wants to be the next Blackberry or Kodak cautionary tale. How is technology changing your industry? What breakthrough technologies should your customers know about it? What steps should companies be taking today to prepare for these changes? This could take the form of a “2018 technology changes” prediction piece that lists 5-6 trends or focuses on how one specific technology is impacting your customers.
4. Practical tips and how-to content.
Who doesn’t love a good timesaving hack? To keep this relevant to your audience, think about the most time-consuming challenges your clients face each day. Do outdated processes bog them down? Are they (like most Americans) struggling under the weight of too many emails? Or, should they think differently about “dead” time, like those hours wasted commuting to and from the office each week? Combining practical advice with leadership tips tailored to your audience’s needs is a guaranteed content win.
5. Repurpose old content.
Mine those old slide presentations, webinars and white papers for blog post content ideas. For example, does a recent white paper include a surprising statistic or proprietary research? Turn this data into an attention-grabbing blog post headline and then use your blog post as an opportunity to subtly plug your white paper.
6. Success stories.
Business leaders (and aspiring leaders) love reading about how executives overcame obstacles to succeed. These can be personal leadership stories or even or company-wide success stories. If you already have a few case studies in your marketing collateral portfolio, there’s no need to reinvent the wheel. Simply repurpose this content into a compelling customer success story.
Final thought: Once you have your content calendar in place, don’t forget to plan out your promotion strategy, too. Content creation is just half the battle– you still need to be sure your dynamic content gets read by the right people.