How to Choose a Topic and a Title For a Blog Post

How to Choose a Topic and a Title For a Blog Post


– Before getting started with a blog post, you need to first determine
the direction of the content. Let’s review an effective
way to approach this. To start, choose a topic to write about. At a high level, write
educational content. I’m not saying you can’t
write about your business when it makes sense, but in order to attract someone to your blog, you need to answer the questions and problems that they’re
searching for answers to. Put yourself in the shoes
of your buyer personas. What would they be searching for? What do they want to know more about? What will resonate with them? Consider what you know
about your buyer personas and their interest while you are coming up with a
topic for your blog post. And when it comes to a topic, make sure to write about
your industry, not yourself. Remember, you’re trying to attract strangers to your blog who have never heard
of your company before. So they’re not gonna find
you through search engines if you’re just blogging about yourself. You have the rest of
your website to provide that information, but
don’t just take it from me, let’s hear what HubSpot’s Product Editor-in-Chief Beth Dunn has to say. – At its core, effective
content is relevant and useful to your audience, your reader. It makes your reader, not your company and its revenue targets or
goals, your number one priority. Your writing should use
your audience’s language and show that you understand
their pain points, challenges, and goals. It should be produced to help people, not just sell them on
your products or services. – Thanks Beth. If you’re looking for a place to start with creating content
that’ll positively impact your audience, then ask your
coworkers from other teams like sales and services for some ideas. Here are a few questions
that you could ask and they could answer. What are the most frequently
asked questions you hear? What are our prospects and
customers need help with? What do you wish people
knew about our industry? What are industry bloggers, social media, and even our
competitors talking about? Before you write anything, you need to pick a topic
for your blog post. The topic can be pretty
general to start with, for example, if you provide running shoes, then it might be a good idea to write about the topic of running. Expand off of this topic. In other words, iterations or different ways of
approaching that topic to help you focus your writing. For example, you might decide to narrow your topic to best
running shoes for marathons or lifetime of running shoes. When picking your ideas to write
about, do keyword research. Keywords are the words and phrases typed into search engines. They’re the topics that people are trying to learn more about. Which keywords do your buyer personas use? Which are associated with your industry? Optimizing your blog post for keywords is not about incorporating as many keywords into
your post as possible. Nowadays, this actually hurt your search engine optimization, because search engines
consider this keyword stuffing. It also doesn’t make for
a good reader experience, a ranking factor that search
engines now prioritize to ensure you are answering
the intent of your visitors. You should use keywords
in your content in a way that doesn’t feel unnatural or forced. A good rule of thumb is to focus on one long-tail
keyword per blog post. A long-tail keyword is a
very targeted search phrase that contains three or more words. It often contains a head term, which is a more generic search term, one or two words in length. The head terms you choose
should align with the topics that you want your business and website to be known for
and build authority around. For example, if you want your business to be known for content marketing, then a blog post on three steps to organizing a long-term
content marketing strategy is a great example of a long-tail keyword in support of this topic. And why should you focus on long-tail keywords
for blog post titles? These longer, often question-based keywords keep your post focused on the specific goals of your audience. Website visitors searching
long-tail terms are more likely to read the whole post
and seek information from you. In other words, you’ll
attract the right type of traffic to your website. If you’re brainstorming
ideas to write about, there’s a good chance
of creating a long list of ideas for topics you want to cover and posts you can create. This will help create a
longer-term blogging strategy, making a list of topics that
support a specific conversion. For example, if you have an e-book or guide that you want
to create and promote, then consider making a list of blog ideas that support this guide’s content. This way, if someone finds your blog post and finds the content helpful, that increases the chances of them wanting to click
the call to action, also known as a CTA, to
access the relevant offer. If you’re looking for
assistance with blog ideas, then check out HubSpot’s
blog ideas generator. This free tool will help
jumpstart your creative process. Now let’s talk about creating a title. Think about how you read things online. You read the title
first before you commit. It needs to catch your interest, especially since it’s the first thing that will catch your readers’ attention. Start by creating a working
title for your blog post. A working title is something to work off of as you begin to write your post. Start here to narrow your topic
down and focus on one angle. A broad term like social media could bring multiple blog post ideas. A working title like top
social media channels for live video in 2019 is
now long-tail and specific. Once you finish the piece, you’ll come back to this title and refine it to be more in line with the direction you
ended up taking in the post. For almost every piece of content, come up with at least five
to 10 different titles. Make it a rule that you spend a minimum of five minutes brainstorming titles. And once you make a list, send it to a coworker
to get their opinion. Also, make the value of the
post clear in the title. Your title should help readers
and search engines understand what your post is about. Set the right expectations. What is the reader gonna
get out of your blog post? What information is covered? What format is the blog post gonna take? In this example, the blog post
title explicitly tells you that you’ll be reading about
how to create an infographic. Not only that, but it sets the expectation that it only takes an hour to do so, and there’s also free templates included. You know exactly what you’re
gonna get from this blog post, how it’s valuable to you, and how much information it contains. When it comes to the art of
the perfect blog post title, HubSpot did some research and looked at how our own titles have performed. Here are the consistent
principles that were found. The ideal blog post title
length is 60 characters. Headlines between eight and 12 words are shared
most often on Twitter. Headlines between 12 and 14 words are liked most often on Facebook. HubSpot also found that headlines ending with a bracketed clarification, like the earlier example with
15 free infographic templates in brackets at the end of the post performed 38% better than titles without that clarification. If you’re having trouble
trimming down the length of the title, run it through
Moz’s title tag preview tool to see how the title will appear on a search engine results page. Google typically displays the first 50 to 60 characters of a title tag. If you keep your titles
under 60 characters, you can expect about 90% of
your titles to display properly. Title too long? That’s okay. Make sure to create a title
for your reader first. When you have a lengthy headline, it’s a good idea to put
your primary keyword, also known as the head term, at the beginning of the title since it might get cut off through the end of the search engine results page. In this example, the title got cut off but the focus keyword, data
visualization, is at the front. And there you have it,
a step-by-step approach to choosing effective blog
topics and descriptive titles. (upbeat music)

Author: Kevin Mason

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