Blogs are, without a doubt, one of the quickest ways to grow your business or personal brand. Consumers and casual readers alike enjoy compelling blog posts that are jam-packed with helpful information.
You can get more people to subscribe to your email list, buy products from your online store, and follow your company on social media by writing excellent content.
As your business grows, posts will start piling up, and users will have a hard time finding articles about specific topics. If this happens, they could leave your website and stop engaging with your brand. The best way to solve this issue is to create subtopics for your blog.
We will show you several ways you can decide what subtopics are worth adding to your website. Our tips assume that you already named your blog and have a few articles published.
Let’s dive in!
Understand Your Audience
Before you can figure out which categories you should add to your blog, you have to consider your target audience. After all, your readers are the driving force behind the success of your site. The ability to understand your readers’ pain points and goals can help you decide what topics might fit with your brand.
We recommend building customer personas that define the different people that visit your website. For example, an online pet store would segment their audience based on the animals they own. There’s a good chance that the different segments translate well to blog subtopics.
In the example we used above, you can expect the pet store’s company blog to feature categories like cats, dogs, and birds. When a pet owner visits the company blog, they can click the subtopic they want, and see more relevant content.
You can also learn about your audience by listening to what people interested in your niche are saying on social media. Over 3.81 billion people use social media, so there’s a good chance that you can tap into conversations and find out what subtopics are most important to the people who will see your content.
Keywords are essential for your company blog for several reasons. Most notably, they are a pillar of every good Search Engine Optimization (SEO) strategy. If you want people to find your content, you have to use keywords or phrases that your audience would use on Google.
Let’s take another look at the online pet blog so you can see what we mean. If this store wanted to rank for the phrase “best cat food,” they would have to start by writing blog content on the topic. If Google sees a blog post about cat food, they can infer the meaning of the page, but not necessarily how relevant it is to the website or for the user searching.
However, if there are several posts with that keyword all under a sub-category called cats, Google can better understand your website as a whole, and as a result, is more likely to recommend your posts to people who type in the phrase you picked.
If you need help researching keywords, Google’s Keyword Planner is a great place to start. You can see how often people search for specific words or phrases over an extended time. This information gives you the ability to create subtopics based on popular keywords.
Gauge User Interest with Test Articles
Most people have several subtopics they want to add to their blog at once. If you’re thinking about adding something new, we suggest testing the waters by creating test articles and categorizing them based on where they fit in your current system.
So, if a marketing firm wanted to start a blog subtopic on lead generation, they might create an article about finding new prospects using email. At first, this post may get categorized under email marketing.
The next step involves the business owner reviewing the analytics data and seeing how much engagement their post is receiving. If it takes off and gets record engagement, there’s an audience for articles on lead generation on their site.
We suggest writing several test articles about a new topic before making it a permanent fixture on your blog. You have a better chance at successfully adding a new category if your test articles see more traffic, comments, and feedback than most posts on your site.
Get New Ideas with Content Marketing Tools
Finally, we get new ideas for sub-categories on our blog by using several free content marketing tools. Answer The Public is a resource that helps you come up with topics for posts. But in between great article ideas, you can also find plenty of ideas for subtopics on your site.
When you land on the site, simply type in a couple of keywords, and the system will automatically generate thousands of topic ideas that you can browse at your leisure. Look for broad categories that you could add to your topic list, providing there’s interest from your readers.
BuzzSumo is another excellent resource that lets you see trending topics on social media, which can be a good source of inspiration for bloggers. You can find out what other people are talking about in your industry, expand on what they wrote, or take on a new angle. The choice is yours.
Content marketing is essential for the success of your business or hobby website. If you want people to spend time on your site, you have to give them a reason to stay. But, producing high-quality posts is only half the battle. Organizing your blog posts with subtopics will lead to a cleaner design, which is excellent for visitors, and you’ll have an easier time auditing your blog and updating existing content.
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