Predictive search from Google.
If you’re running a blog, sometimes you’re going to hit it out of the park with an original concept that no one on the Internet has ever attempted. But most of the time, let’s face it: you’re going to struggle to come up with original, or even good, ideas. Or maybe you just don’t feel like being a blog genius on that particular day. But that’s OK, because it turns out that the key to great blog content is probably right in front of you.
Spoiler alert: it does not involve reinventing the wheel all the time. Here are 3 tips I use when I’m stuck for content ideas:
1. Turn your readers’ questions into content
If you keep getting the same question from your readers or keep seeing people ask that question around the web, chances are that they’re going to appreciate a blog post that answers that question. If you monitor social media accounts, you have plenty of insight into what your readers want to know.
Never underestimate the insight gained from Google’s search predictions: it’s a true look into the Internet hivemind.
I edit a blog for a tourism agency, so the community manager for our accounts lets me know what questions potential visitors are asking on social media. This often gives me ideas for blog content. Let’s say we keep seeing that people are asking about what to do on a certain day of the week, for example. In turn, I’ll create a blog post outlining all the great things to do if you’re visiting on that day, from restaurant recommendations to opportunities to hear live music.
If you aren’t associated with social media channels, you can use the site Quora – a question-and-answer based community – to get ideas. And never underestimate the insight gained from Google’s search predictions: it’s a true look into the Internet hivemind.
2. Borrow blog premises from other credible outlets
Now, I’m not advocating copying: your readers will see right through you if you’re posting unoriginal content. However, you don’t need to always reinvent the wheel when it comes to a formula that works. Again, using the aforementioned tourism blog as an example, I often look to content other cities are doing for ideas. If Philadelphia posts a blog about the “most Instagrammable spots” in the city? That’s perfect to emulate for New Orleans. The content is entirely different because we are different cities, but we are taking cues from their great premise.
Find a formula that can be replicated for your particular city, state or demographic, and make it your own.
3. Use data to determine (and recycle) popular content
Originality is key, but there are always going to be certain blog topics that are perennially popular and are ripe for revisiting on a regular basis. For some reason, the readership for that same tourism blog absolutely loves any content having to do with breakfast, and it’s very plain to see on Google Analytics. So, when I was stuck for content ideas last month and saw how popular our posts about breakfast and brunch were, I worked with my writers to create new ideas around those topics. How about the best boozy brunches? The best breakfasts by neighborhood? The most affordable spots for a morning meal? As predicted, the new posts were a hit. Consult Google Analytics and see what has performed well on your blog, and go from there.