Topic vs. Style: Which Comes First for Content Writing?
What topics does your audience care most about? Here's how to use Google Analytics to build engaging content and drive more traffic to your site.
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There are a lot of articles on the Internet about how to write web content, blogs, or articles. The advice varies depending on the type of content you are going to offer. For instance, if you are writing web content, you should take a more formal approach. And if you're blogging, you'd better keep it conversational, mingled with humor and a lot of information.
Let’s say you know all these things and write “quality” content. Still, you are not getting good engagement. So, where are your customers going? I have the answer.
They are going to those who can understand their pain points and answer their queries.
This is key when you are trying to engage customers through content writing. Suppose you own a cake shop and chocolate cake is the most popular item there, especially for the offline customers. Coincidently, you have varieties of chocolate cakes and decided to write on all of them. But it may happen that most of your potential customers online are searching for strawberry cakes, or they want to know about the preparations of cakes.
So, you are actually wasting your time and labor when choosing those smart idioms and a huge stock of words. Your major concern should be understanding your customers’ behavior and finding out their queries. Developing content centered around those queries will only make your page clickable. Converting those clicks or visits depends on your style of writing.
Here’s a brief discussion on creating engaging content after analyzing user behavior.
Find Out the Target Audience
Google Analytics is mostly used by the digital marketers, but it can be a useful tool for content writers as well. Before you start writing new content, you should know the fields of interest of the users who are or might be interested in your site. Google Analytics can help you with that. Just log in to your Analytics account and go to Audience> Interests> Overview, and you will find there are three types of categories, namely Affinity Category, In-Market Segment, and Other Category. The first type of category tells you that your website can get a maximum amount of reach if promoted to people who are interested in these fields. The second one shows the groups of people who are currently visiting your site often. And the third type signifies the other categories that you can target. So, your first step should be finding the pain points of the users in Affinity Category.
As you can see, the top two potential groups of people to target are shoppers/value shoppers and technology/technophiles. Now, you have to decide whether targeting the first or the second category would be more beneficial for you. If it’s an e-commerce site you are concerned about, you should go for shoppers/value shoppers, and if your site has some connection with technology, you need to focus on building content that addresses the pain points of technophiles. As we are a digital marketing company, our target should be the technophiles.
Now let’s see what technophiles are searching on Google.
Analyze User Queries
Google Trends shows what’s trending in particular locations. It also provides you with related topics and related queries.
The above image shows that Artificial Intelligence is popular in both “Related Topics” and “Related Queries." So, developing a blog on that topic can bring a good number of visits. But what should be the topic?
Search for Topics
Have you heard of BuzzSumo? It’s a tool to help you generate topic ideas by showing you the content that got a good number of visits and social engagements in a particular period of time.
We have already come to know what can interest the technophiles. Now we have to create a topic on AI that has some sort of relation with digital marketing. For example, we can search for “AI and digital marketing” on BuzzSumo. Let’s see what the results are.
There are you are with all the popular content on “AI and digital marketing." As you can see, it also shows the social engagement of each piece of content. So, if you are targeting a specific social media platform, it can also help you with that. With the paid version of BuzzSumo, you can dig deeper and explore more about the popular content on a particular topic online.
So, you have all the resources to createhighly engaging content. The rest is upon your style of writing. Just try and entertain the readers while solving their queries and you are done with the creation of a high-quality content.
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