Remember the old style “ News” paper. Have you any idea why it was called that will?
And oteworthy. E ntertainment. W eather. S ports. (NEWS! Maybe this was news to you? )
Every single day, readers could expect coverage of each of these categories. Just as they continue to see consistent coverage associated with politics, business, local news, sports and weather upon whatever digital news publication you read or view today.
What does this have to do with content marketing? When you become intentional about choosing categories and themes for your weekly blog content , you maximize their potential to help you achieve your goals.
The good news is that will even your old content can be sorted into brand new categories and themes which you choose, and you can refresh it to perform better than it has previously. And new content?
You’ll have more direction, a clearer vision, plus a roadmap for you and your viewers (including the search engines ranking your posts! ) to follow as they get around your content.
- Search engines use topic modeling to mine content and determine its relevance to topics and themes.
- Content marketers can perform smaller-scale versions of topic modeling.
- Design thinking is a human-centered, understanding approach to thinking like your client and creating content that meets their needs.
- Selecting your insights and putting them into a content calendar helps stay focused on your groups and themes.
Why are blog types and content themes essential?
They Give Your Strategy Direction
Blog categories serve as a guide for writers and brand names. Developing editorial content is much easier and more intentional with blog categories as a reference point to be sure you’re remaining on track.
Well-defined and thought-out blog categories help you avoid the common issues of lopsided content (too much in some categories, inadequate in others) or veering off course into classes that don’t align with your strategy.
They Provide a Map
Blog categories and content material themes provide a roadmap for two of your most important audiences: your own readers, and the search engine methods that rank your content.
They make your site more navigable and create quick access pertaining to readers to the content best to them. At the same time, they make it easier for Google methods to understand what each page is about and rank it accordingly.
You can also use your blog categories and themes to create a visual customer content trip map , which helps you identify how your content is definitely addressing customer needs at each stage of their journey.
They Assist Message Your Brand
Accurate blog groups can actually help with your brand name message because they clearly connect the overarching purpose and value of your brand.
When your blog types are intentional, they show the range and specifics of the expertise.
They Create a Better User Experience
Visitors to your site have a better experience if they can easily navigate your content.
Blog categories guarantee your readers don’t have to spend extra time scrolling through your happy to find more on a certain topic.
Categories also highlight your most important topics, best performing posts, present features, or anything else you wish to make more visible to your audience.
Choosing Blog Categories and Articles Themes
One of the most successful blogs use groups and themes to make their own content stand out. This is not as easy as sitting down and brainstorming a listing of topics that come to mind.
It requires using ways of help you move past the status quo plus uncover ideas that are compelling and unique.
When you take a strategic approach to choosing blog categories plus content themes, you can find brand new opportunities to:
- Put a new spin upon old topics
- Make connections between existing topics that spawn new ideas
- Jump deeper into the mind of your target audience
- Influence timely trends and current events to create high-performing content
Let us explore these strategies.
Topic modeling is used by Google and other search engines to mine vast amounts of web content and identify the patterns, relationships, and meaning at the rear of their text. Using algorithms that mimic human intelligence to analyze sentiment and context, topic modeling can precisely assess the relevance of webpages to particular search concerns and phrases.
Here’s a helpful visible that helps with conceptualizing the topic modeling process:
Content marketers along with standard old human minds can’t perform topic modeling at the same scale Google can. But when you understand the concept, you are able to perform a smaller-scale version to generate blog categories and designs that optimize your content in order to rank for the topics you plan.
Audit Your present Content
Go through the content you’ve already released. Sort it by efficiency. Identify what’s performing nicely and what isn’t. Look for classes and themes across your own well-performing content for better insight into what your target audience demands.
Analyze content that is underperforming and get deeper into why it’s happening. Is that content not really optimized well? Does it include topics that simply do not interest your audience? Utilize this process to learn more about which categories and themes to expand on and which to phase out of your articles plan.
Utilize a Keyword Research Tool
Keyword research tools help you identify keyword clusters . They are groups of keywords to target just for search queries around a particular topic. Using tools such as SEMRush , you can enter a list of subjects related to your business and the device will generate groups of key phrases you can bucket under each topic.
Such as the larger topic modeling process performed by search engines, key phrase research looks for user intent behind search queries plus keyword phrases to connect them with suitable topics.
Think Like Your Audience
Putting your audience 1st is a general best practice across any form of articles marketing. But when it comes to choosing blog categories and content material themes, it’s especially important. As content creators, it’s easy to get caught up on topics and content all of us assume our audience wants without actually researching or even asking them about it.
You can ask your own audience for topic suggestions en masse with tools like email surveys or pop-ups at the end of your blog content articles. You can also use internal procedures like design thinking (more on that next) to think about your content from your audience’s perspective.
Remember, too, that customers are not your only audience. Consider wondering industry partners, employees , and any other groups who might be reading through your content for their opinion, too.
We know that thinking like your audience is an important method to understand which blog groups and content themes will certainly meet their demand. So how do you do it?
Design thinking is a human-centered, understanding approach to creative problem solving that allows you to better understand your audience’s needs. It helps you to turn your audience’s problems into opportunities to provide the content to solve them.
Design thinking is definitely utilized by innovative companies in most industry. It involves five major steps:
- Empathize – Talk to and observe your customers plus audience to understand their needs.
- Define the Problem – Clearly outline the needs plus problems your customers are trying to resolve with your content.
- Ideate – Come up with many ideas that have the potential to solve the problems.
- Prototype – Create a plan for applying what you have learned. In this case, incorporate your insights into blog classes, content themes, and content calendar.
- Test – Test your content with real users. Adjust and go back to earlier steps until your content is meeting its performance targets.
Sounds exactly like content marketing doesn’ t it?
It’s important to remember that design thinking is an iterative process. The world changes, and thus do your audience’s needs. Don’t be discouraged by the have to revisit steps in the design thinking process. Instead, embrace design thinking as part of your marketing team’s culture and encourage the continual, every-day focus on consumer needs.
Selecting Your Insights
As you use topic modeling and design thinking techniques to collect information, you can sort them to make them applicable for your content plan.
- Keyword groupings – Keyword clusters identified by your key word research helps you sort essential keywords and phrases into topic buckets.
- Content gaps – Identify gaps where you need to create more content for an important subject.
- Content connections – Use insights from topic modeling, keyword research, and design considering exercises to find connections between related topics.
- Prioritize existing content – When you see which subjects are most relevant for your target audience, you can prioritize refreshing outdated content in those places.
Putting it All Together
The best way to ensure your blog classes and content themes are appropriately represented in your articles over time is to build a content calendar that tracks it. Content calendars can be as advanced as a dynamic content appointments that sends real-time notifications and performance metrics, or even as simple as a manually-built exceed spreadsheet.
The good news: neither is a bad option. In fact , simple can be better when you’re just starting out. It is important is that it’s usable plus valuable for your company.
Here’s a guide to help you get started building an annual content plan and calenderizing it:
Optimize Categories and Themes with Confidence
Marketing Insider Group has teams of experts who can help you get around the process of optimizing your blog types and content themes. We all also have writers who can provide you ready-to-publish content every single week for a year (or more).