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How to Validate Your Blog Post Topics: A 3-Step Process

November 29, 2016
Aaron Polmeer

By sbernazzani@hubspot.com (Sophia Bernazzani)

workout routines topic cluster-1.png

Imagine you own a business that films and produces yoga routines for at-home practice. As search engine results pages become more crowded, your chances of ranking for a popular industry keyword — such as “yoga” — begin to diminish.

But as it turns out, that’s not the end of the world. These days people are actually conducting more specific, conversational queries — think: “how do I teach myself yoga?” — to get the information they’re looking for, faster.

Unsurprisingly, Google responded to this change in behavior by introducing RankBrain — a machine-learning artificial intelligence system — as well as Hummingbird — a search algorithm designed to focus on the meaning behind the search terms being used.

The result? An increased number of long-tail keyword variations that are regularly searched within a topic. Jackpot. Learn more about HubSpot's latest tools to power your growth here.

But with more topic opportunities on the table, how can you be sure that you’re going after the right ones? To help you avoid wasting time on topics and keyword plays that won’t generate a meaningful return for your business, we’ve put together a simple process for validating your ideas before you start writing. Check it out below.

How to Validate Your Blog Post Topics: A 3-Step Process

1) Get to know your audience really well.

Ideally, you’re already conducting market research and thinking about your audience before you start writing a piece of content. But in case you’re not, or you need to refresh your memory, here are a few questions you should be asking when you’re brainstorming blog content ideas:

  • Who searches for information on this topic? What are their ages, job roles, and demographic traits?
  • What emotions do you want to evoke? What are their goals?
  • What do you want viewers to do with your blog posts once they read it?

When you have a clearer idea of the demographic and psychographic traits of your ideal audience, you can then use this information to substantiate your list of ideas. Chuck the ideas that don’t fit their mold, and keep the ones that do — it’s that simple.

2) Create a topic cluster based on your persona research.

Once you know who you’re writing for, figure out what questions they need answers to. To start, think about providing solutions to challenges your audience is facing.

For example, in the yoga example above, your audience’s problems might include: not having enough time to go to the gym, a lack of nearby gyms, an inability to afford a gym membership, or high levels of stress.

From there, marketers should ask questions to determine the specific angle of their content. What’s the best way to deliver this information — a blog post, an infographic, or a video? What content has already been published about the topic, and what angle can …read more

Source:: HubSpot Blog

      

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