You’ve heard that blogging is a great way to increase traffic to your website, and raise your site in search results (SEO). But what should you write about? Gossip and timely topics are great traffic generators, but does it attract the readers you want?
The Readers You Want
Unless you’re making money from ad sales, you don’t just want hits for your website. For hits alone, you can just look to trending topics for fodder. What you want is to draw the readers who might buy your services. That is the point of content marketing: you give them some information for free, content that draws them to your site where they learn about your services.
So, what kind of readers do you want? What are they interested in?
Finding the Right Topics
Topics can be either directly relevant to your services, or collateral to them. When I was writing out an answer for the third time, I decided to post it to my website so I could point people to that well-structured and complete answer instead. “It’s the kind of stuff I go over, and over, and over again,” Julie Gray agreed, in an interview from her office in Tel Aviv. “I spent a great deal of time with my clients, drawing on napkins in restaurants. Drawing this [storyline] visualization. So let’s just codify this stuff.”
For Gray, those topics are “how a developmental editor works: from the macro, how does a story work, way down to one on the blog called ‘Plot Point Deep Dive’ that gets really specific about the load-bearing walls in a story.”
Where Content Can Lead
For me, the topics I wrote about are now found in this “How To” column you are reading. And for me, those topics that started on my own blog turned into teaching other editors, and half my business. All because I wanted efficiency in answering questions again and again.
Do you write content to bring readers to your website? Log in to leave a comment, or join the discussion over on Facebook or Twitter. Learn more about the strategies editors are using to market their businesses in the Master course, Freelance Marketing: Action Plan for Editors.
Julie Gray is a developmental editor who made the leap from Hollywood to Tel Aviv, and from screenwriting to editing all manner of story. Find her and all her resources for writers—including her screenwriting book Just Effing Entertain Me—at juliegray.info.
Photo by David Blackwell, used under CC BY-2.0 license.