You understand how it is. You’ve got lots of concepts for a guest blog site post, but what if you submit something that has been covered (awkward) or is too elementary for the audience (insulting)? The finest way to take control of the scenario, in my mind, is with science. And by “science,” I imply using the exact same methodical technique I would utilize to comprehend a customer’s competitive landscape for a marketing technique engagement.
Then it gets enjoyable.
Here’s how I developed a list of topics I plan to send in the next couple of months for the Content Marketing Institute.
Although I rarely see fellow authors as rivals in a standard sense, numerous have covered subjects that may overlap with topics I might check out. It was crucial to discover distinct angles, intriguing point of views, and gaps in the material coverage to assist my technique. I dealt with an assistant to categorize the following information about the CMI posts posted over three months:
- Blog title.
- Blog tag one, two, 3, 4, 5.
- Embedded video.
- Custom graphics.
If you wonder what this spreadsheet looks like, you can see it here
The most popular subjects covered recently by CMI blog writers were content creation, circulation and promo, editorial procedure and groups, and basic success pointers.
As I weeded through this initial information, I realized the frequency of topics doesn’t consider performance My initial reaction was to throw the child out with the bath water since efficiency information is important to choosing article subjects. Then I remembered another truism: When writing for somebody else, you do not always have access to the efficiency data– make your choice based on whatever information is available to you. Live precariously.
Blog site tag ‘content production’– an evaluation
With a name like Material Marketing Institute, it’s not a surprise that material creation is a subject that gets prominence. Since there were so lots of entries in this classification, I required to get a little innovative in choosing what to compose. How could I produce great, useful, and (most notably) nonrepetitive content for CMI’s readers? And the response ended up being clear when I took a better look at the subtopics.
Within the subject of content development, 64%of authors concentrated on blogging, making it by far the most popular subtopic. Video trailed, addressed by just 21%of authors. Less regularly covered topics consisted of conversion, optimization, and efficiency.
Conversion and optimization were appealing topics due to the fact that they took on an underrepresented topic in among the most popular classifications (material development).
I considered these locations of interest and my knowledge in these categories. I’m enthusiastic about attribution and I am well versed in site funnel optimization so these subtopics provided potential.
Competitive short articles
Current CMI posts in the content production category included: The Easy A-to-Z Guide to Composing Terrific Headlines [Infographic] by Barry Feldman (741 words) and How to Write Headings That Get Your Brand What It Wants [Checklist] by Ann Gynn (1,484 words).
These articles are actionable, guide-type posts.
Fresh concepts and format
Combining all these decision-making elements, ideas that wouldn’t overlap but would remain in the popular category consist of:
- How attribution can assist you optimize content
- The simple guide to optimizing PDFs so they get found
To go in this instructions, it would be best to provide something visual and useful, like an infographic process map or a guide/checklist to give marketers something they can use now.
Blog tag ‘circulation and promotion’– an examination
Similar to the “when a tree falls in the woods” argument, if you thoroughly craft amazing material but don’t distribute it to your audience of potential customers and clients, it will not make an impact (or a noise). It’s not surprising that “circulation and promo” is the 2nd most popular subject covered on CMI.
I went into the subtopics in this category– top quality material, interactive content, SEO, and social media. At 37.5%, SEO was the winner of the “most posts” award; social networks was a close second at 31.25%. It was not a surprise because SEO and social networks are 2 of the more talked-about channels in the industry. Tracking behind them were some juicy (yet underserved) subjects like influencer marketing, top quality content, and interactive content.
I exist on content circulation for small companies at Content Marketing World, so this topic felt like a natural connection.
A post would be a terrific opportunity to discuss how influencer marketing has actually altered because it began to be a “thing.” I might discuss my experience with influencer marketers in the customer markets, and how an influencer can enhance content distribution in conjunction with SEO.
Current articles on the subtopics included Get a Plan: How to Take advantage of Influencer Marketing by Jodi Harris (2,521 words) and Calculate Your Influencer Marketing ROI in 5 Steps by Shane Barker (1,251 words).
Fresh concepts and format
After analyzing the details, I developed these article angles:
- What’s new in influencer marketing and how to use it to your benefit
- Your relationship is altering– new influencer marketing techniques
This subject lends itself to a straight blog article, punctuated by some well-formulated images to drive house the point.
A little material tag analysis goes a long way
Choosing article topics offered me deep analysis paralysis. For any writing, I like beginning with a fill-in-the-blanks technique driven by a good overview– and that’s what this procedure let me produce. By evaluating simply 2 of the five tags, I ended up with 4 strong article concepts that use my knowledge and fill a gap in CMI’s material. What’s more, the examination provided me a strong understanding of the appropriate length and format for each post alternative.
To finish up my analytical visitor blogging process, the next actions include:
- Picking one idea from the 4 assembled.
- Using moz.com to fine-tune the keyword to take on in the article.
- Go to Answer the Public to find questions individuals are inquiring about the selected idea.
- Create an outline.
- Start writing.
Whether you’re looking to visitor blog site on a site or perhaps taking a look at what to compose on your site, this procedure can assist you utilize your metadata to recognize the frequent topics, preferred formats, and chances to establish a fresh idea for a post worthwhile of publication.
If you were a visitor blog writer for a website, how did you set about selecting a winning topic? I ‘d enjoy to hear in the remarks.
Please note: All tools included in our article are suggested by authors, not the CMI editorial group. No one post can offer all pertinent tools in the space. Feel complimentary to consist of additional tools in the comments (from your company or ones that you have actually utilized).
Participate In the workshop covering content distribution for little companies. And find out more about how to be an effective visitor blogger throughout the main conference at Content Marketing World Sept. 3-6. Register today utilizing code CMIBLOG100 to save $100
Cover image by Joseph Kalinowski/Content Marketing Institute