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Find The Best Editorial Ideas For Your Business

Business editorial ideas

For a small business, having a strong editorial presence can really help boost visibility and sales numbers. But how do you use content to reach those goals? In this article, I dig into some of the best practices to develop an ongoing workflow of small business editorial ideas that could play a huge impact in your company’s online presence. Simple activities together with consistency can provide your business with effective editorial insights to be further developed and be merged into your content marketing strategy.

Choose Topics That Your Clients Care About

The best content for your business is either useful or the one that sparks the interest of customers, both existing and new ones. So when you set out to determine what to write about, be sure to always think about what they would want to read.

Being in the niche you are writing about, you’ll have plenty of first-hand experience with clients, meaning you’ll be able to come up with at least some ideas for content they would like. Any content that you feel customers will care about can be good, but there is also a tool that can help you pick the best topics based on actual data.

With Google Keyword Planner, you can discover which phrases related to your business are searched for the most in Google’s search engine. By comparing your own ideas for content with the numbers you find here, you’ll be able to pick out those with a lot of search potential. The Keyword Planner can tell you how people search in specific regions and languages. This helps you to discover the kind of content that could work well in the target area of your business.

Use Specific Keywords In Blog Posts

Once you’ve established a list of phrases and keywords with potential, it’s time to write some good content around them. To show your potential readers and search engines alike what your article is about, you should try to weave in your target keyword a certain amount of times.

It’s recommended to use your keyword at least in your title, introduction and then a few times in your article. This is a small part of Search Engine Optimization (SEO), or in other words: making sure that your article will get indexed in the relevant search engine results pages. However, it’s important to note that you should always focus on creating quality content. You are ultimately writing for your clients, and not search engines. Therefore be sure to stay natural, and don’t force keywords into your content.

If your website runs on WordPress, the WordPress SEO plugin by Yoast is useful in making sure your article has the right amount of keywords. This plugin scans your content and let you know if there are parts in the text that need more or less mentions of the target keyword you set. Another nice feature of the plugin is that it allows you to edit the description and title people see when your page is displayed in the SERPs (search engine results pages). Optimize this information so that it reflects in an honest way what your page is about, while at the same time try to convince people to read on.

Do Some Google Searches To Check Out The Competition

Besides the aforementioned Keyword Planner, Google’s actual search engine can be an inspiration for content as well. Start by searching the topics you want to dig into, and see what kind of pages appear. After all, those websites at the top have to be doing something right to have made it all the way up there.

Use Google Related Searches To Get more Ideas For New Content

There’s another interesting element to look for on Google’s SERPs. At the bottom, you’ll find a list of searches related to the phrase you searched. Google sees these phrases as being closely connected to the one you searched for, which means that these suggestions should also be considered (as a starting point) for future content topics.

Analyze Which Content Scores Better

If you know which content on your website attracts the most visitors, you can decide which small business editorial ideas work the best for you. The most prominent tool to analyze visitor statistics is Google Analytics. This free tool is the first step to look at because it gives extensive insight into where your traffic is coming from, how long people are staying on your website and much more useful data.

If you’re running a WordPress website, connecting it to a Google Analytics account is pretty easy with the Google Analytics for WordPress plugin.

Put The Pieces Together

Finding the best editorial ideas for your business is an ongoing process, since there will always be new ways to engage your target personas. Be sure to keep repeating the steps outlined in this article, because the more you research, analyze and try out, the closer you’ll get to create the optimal content strategy for your business.

[Image: Hazem Ragheb]

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About Matteo Duò

Matteo Duò is a Content Strategist & Digital Consultant in love with Startups, WordPress and Storytelling. He's a freelancer who helps companies and young entrepreneurs communicate their own message in the most effective way toward their audience. You can reach him using this form.

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