How to Brainstorm Blog Post Ideas for Your Digital Marketing Campaign - dummies

How to Brainstorm Blog Post Ideas for Your Digital Marketing Campaign

By Ryan Deiss, Russ Henneberry

Blogging is a very important part of your digital marketing strategy. Here are some tips that will help you identify which tools are available to you while you’re brainstorming.

Get inspiration from your customer avatar

What blog posts, videos, podcasts, and so on should you create to attract and convert your avatar?

Start by looking at the five components of your avatar:

  • Goals and values: What is the avatar trying to achieve? What values does he hold dear?
  • Sources of information: What books, magazines, blogs, and other publications does the avatar reference for information?
  • Demographics: What is the age, gender, and marital status of the avatar?
  • Challenges and pain points: What holds the avatar back from achieving her goals?
  • Objections: Why might the avatar choose not to buy your product or service?

Answer each of those questions about your avatar and use those answers to brainstorm ideas for content. Use the information you know about your target market to create content that solves your avatar’s problem, enters the conversations she’s having, speaks to her goals, and meets her objections head-on.

Do some research on BuzzSumo

BuzzSumo is an online tool that allows you to analyze what content is performing well on social media for a topic. The number of social media shares that a blog post receives is a good indication of content that the audience likes. The topics receiving the most attention from social media are the ones you should consider for your blog.

Start by searching keywords and phrases that your audience is likely to be searching for. With the BuzzSumo tool, you can also adjust the content type that you search for. You can choose from these categories: Articles, Infographics, Guest Posts, Giveaways, Interviews, and Videos. BuzzSumo allows you to adjust the date range for the content it searches, so if you’re searching for content that’s been making a buzz lately, or content that was published in the last year, your options are open.

Want to see how your competition’s content is performing? Type in its domain to see all its content in order of social popularity. Check out the BuzzSumo ranking of content on Typepad’s blog by social popularity. Want to see what is performing well with people you admire in your industry? Search their names and BuzzSumo generates their most popular content.

Use BuzzSumo to identify content that is working well.

Monitor your own data

The savvy blogger watches how the audience responds to content by monitoring data points. These data points help you determine what you should produce more of in the future.

Google Analytics is a free tool that allows you to view data about how your visitors are using your website. You can use Google Analytics to determine which blog posts on your website receive the most traffic, which posts people spend the most time on, and where the traffic comes from (for example, Twitter, Google, and email).

You should also keep an eye on the number of social shares on each blog post. If you use a content management system like WordPress or Squarespace, you can install social sharing buttons that allow blog visitors to easily share your content with their network on sites like Twitter, Facebook, or Pinterest. This image shows a blog post with high social engagement and shares. The data-driven blogger can find inspiration and create content that mimics posts with high social share count.

A recent post from DigitalMarketer with high social engagement.

And finally, when distributing your content through an email newsletter, keep an eye on the open and click-through rates on each email. Content that interests your audience gets a relatively higher percentage of opens and clicks than content your audience finds less interesting.

Use information pulled from your internal data sources to shape your content calendar, prioritizing what the data tells you concerning your audience’s interests.