Inspiration for blog posts can be a funny thing, and you want to create posts that really resonate with your potential customers too … That’s a lot of pressure on inspiration!
One source of inspiration for me has been the SEO work I do on my own blog.
Over the last year I have been working fairly consistently on SEO-ing my blog. It’s not that I’m not satisfied with the amount of web traffic I get through social media – far from it! But I have always recommended using social media marketing – or in fact any other kind of marketing, as part of your marketing mix; you should never put all your eggs in one basket!
I took a course run by the lovely people over at Flosee, they’re specialists in getting people to the number 1 spot on Google and also able to communicate their knowledge, something not all SEO companies are able to do!
That course set my head spinning, thankfully they included a ‘how-to’ manual with it or I’d never have remembered what terms like ‘latent semantic indexing’ meant when I got back to my desk!
For those of you not fully submerged in geekdom ‘latent semantic indexing’ basically means that Google & Co look through the words of your website to decide if it is relevant to various searches. So if you are a florist in Essex and you want Google to present your website when someone types ‘florist essex’ into the search bar, you need to use those words in the text of your website.
Of course you also need to use those words in a way that makes sense to the person reading your website!
Thinking about the things people may type into Google when they need to find your business helps you to think from their point of view.
This isn’t always easy, and there is nothing wrong with asking people what they would type into google to find you … You may be surprised with what they come up with!
I did a quick survey of my audience through LinkedIn and Facebook and found out that almost no-one would type in ‘Social Media Advice Suffolk’ but they were likely to type in ‘Facebook Marketing Tips’ or ‘Promoting my business on Twitter’.
Not only did it change my focus on which keywords I need to get found for, but it also showed me that people want blog posts that give out marketing tips for Facebook and help them promote their business through twitter!
Therefore since then I have written quite a lot of posts on those very subjects!
But as my site has grown and more people have started landing on my page from searches on Google (other search engines are available!), I have found these searches to also be a source of inspiration for blog posts.
The things people type into their search engine are of course the things they really want to know about…
So writing about these things will serve your potential customers well and give them a reason to visit your site! Hopefully, once there, they will spend more time reading and maybe take the first couple of steps towards becoming your customer.
Recently Get Clicky has shown me that there have been a number of searches for the phrase ‘Companies that use Social Media Well’. The reason these have linked back to my site is not because I had done a post on this specific subject, but because I had used that phrase in a recent post called What Are Your Competition Doing On Social Media
But knowing that people are searching for information based around this topic got me thinking, and it occurred to me that most of the stories I have seen on this topic in the past have focused on just a few companies. Mainly either larger companies that have the budget to do well or those that jumped onto social platforms right at the beginning. Most of these are American.
So I decided to write a post on businesses local to me in the UK that use social media well, however pretty much as soon as I started down this track I realised that there was going to be too much information and inspiration in each story to fit it all into one post so it has already become a series!
On top of that I thought you’d like a post that surmises the common traits these successfully social businesses have, so keep your eyes peeled for that too in the future!
What is also really useful when deciding what to write based on a search that has wound up on your site is to view the search itself.
Get Clicky has a little arrow next to the search that takes me through to the page of search results that the searcher saw before deciding to click on my site.
As I say, a few searchers have wound up on my site from that term but my site wasn’t the number 1 result on any of these searchers, in fact I was usually ranked between 6th and 10th for this phrase and on one occasion I was on page 2 … Yet they still clicked my post.
So what was it that drew these particular searchers to my post rather than the others? And did they find what they were looking for?
Well first off they may well have read the posts above mine before clicking to see what I had to say! And most of the searchers didn’t stay on site for long so that indicates they didn’t really find what they wanted. Hopefully my series of posts on that topic will help.
But the fact that they clicked on mine at all with such stiff competition (there was a post from social media behemoth social media examiner above mine) shows I was doing something right.
Was it that they were really looking for information of the kind the search has inspired me to write? Let’s hope so!
Was it the a difference in the snippet of text about the blog? I can never be 100% sure but it was a good snippet!
I may never be 100% sure what people are looking for that I can provide, but I am sure that keeping an eye on these searches will increase my chances of doing so … And inspire me to write more blogs that may help you in the future!
Over to you – what inspires you to write blog posts? Have you ever asked your customers what they typed into Google to find you?