How To Research Topics for Your Blog's Content Plan - Deepstash
How To Research Topics for Your Blog's Content Plan

How To Research Topics for Your Blog's Content Plan


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How To Research Topics for Your Blog's Content Plan

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Step 1. Outlining Your Blog Strategy

  1. Determining Your Business Blog’s Purpose (e.g. Attracting quality traffic; Generating leads; Driving conversions; Educating users, etc.)
  2. Setting up Measurable Blog Goals (e.g. Attract X% of the total addressable market (TAM); Increase organic traffic by X%; or Get X% more leads in a year.)
  3. Defining Your Target Audience
  4. Deciding on the Content You’ll Publish (One of the approaches to this is to consider two kinds of content strategies - Publications & Libraries. Publications cover the latest industry news and trending topics.  Libraries focus on evergreen content)


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  1. Topic Clusters: Create a ‘pillar’ page that roughly covers a general topic, & usually targets a high-volume keyword; & Several ‘cluster’ pieces of content that focus on specific, long-tail keywords.
  2. Determining Your Pillar Topics: Think about topics as they relate to your product or service. Review your product’s value proposition and persona portrait. Merge your audience's challenges with your product solutions to find a topic.


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Do topic research using multiple sources, such as:

  • Brainstorming: Industry, User-problem-related, Product/service-related Topics
  • Competitors’ keywords
  • Search and social media trends
  • Keyword research tools


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  1. Filtering Keywords by Keyword Volume & Difficulty: focus on keywords with highest volume & lowest difficulty/competitiveness
  2. Grouping Keywords by Topic Clusters: Tie each keyword to a general pillar topic. During filtration & grouping, you may come across a general/popular topic that fits your pillar topic list. Then you can substitute your original topic, or add a new one. Working on a table, introduce a pillar topic column with your 5-10 topics, a cluster topic column with the remaining topics distributed by core pillar topics, & product/feature column for each topic.


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Step 5. Identifying Potential Headlines

  1. Matching Search Intent with the Buyer’s Journey: Informational intent (pre-awareness or awareness stage); Navigational intent (consideration stage); Commercial intent (consideration stage); Transactional intent (decision stage)
  2. Identifying Search Intent for Your Keywords
  3. Deciding on Post Types and Headlines


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Here are a few ideas on how you can prioritize your article publication in line with your business goals:

  1. According to Your Cluster Topics
  2. According to the Buyer's Journey
  3. According to Volume and Difficulty
  4. According to Your Product or Feature Releases
  5. According to Trends


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