“Four Ways to Come Up with New B2B Blog Topics - Business 2 Community” plus 1 more

“Four Ways to Come Up with New B2B Blog Topics - Business 2 Community” plus 1 more

Four Ways to Come Up with New B2B Blog Topics - Business 2 Community

Posted: 13 Aug 2019 11:03 AM PDT

As you know, managing a B2B blog on your organization's website can be an effective content marketing tactic for your business to use to demonstrate your expertise in the industry as well as drive traffic back to your website. However, consistently coming up with new content can sometimes be creatively draining and there may be days when you simply cannot come up with your next blog post idea.

If this sounds like a challenge you've faced in the past, here are four easy ways to stay away from a writing rut:

Research your audience's interests and pain points

The first step to take when brainstorming new ideas is to see what is trending in your industry. Find what keywords or topics are of interest to your audience to direct your writing. One useful brainstorming tool you can use is BuzzSumo, an easy-to-use tool that analyzes what content performs based on social media engagement and number of links. BuzzSumo puts everything together in one place to help ensure you reach the right audience with unique, high-quality content.

Another useful tool to consider using to research your audience's interests is Google Trends. Google Trends allows you to gauge consumer search behaviors over time by providing you with trending search data on specified keywords. These results can help influence topics that you want to focus on when writing a new blog post.

Answer the Public is another great tool to use to brainstorm ideas as it visually displays a web of questions and prepositions with your keyword in it. Answer the Public helps determine why people are searching for certain words and phrases and helps supplement SEO efforts.

Scan your favorite industry blogs for inspiration

Keep a bookmark folder in your browser of your favorite blog posts to reference for new ideas or use content aggregation and curation tools like Feedly or Flipboard. With these tools, you can create your own topic boards and gather content from various publications, blogs and media outlets to easily see their latest articles in a stream or feed view. If you see multiple blogs being written on the same topic from the various sources you follow, you may want to consider writing about that subject as well.

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Webcast, September 17th: 10X Growth & Relationships with Community Building

As you read, keep an open notepad to write down quotes or statistics that stick out. You can leverage these as engaging social media graphics and include them in your blog content. Once you've read through a few blogs and articles, highlight and organize the phrases that relate to each other. Find common themes or threads of information that could be expanded on further.

Keep a running brainstorm list

Write every idea down! Even the mediocre brainstorm sessions can flourish into great ideas with a little bit of time and a fresh mindset on a new day. Utilize online blog topic generators like Hubspot's to help you think of new ideas.

When it's time to get started on a new blog, you already have topic ideas to pick from instead of wasting time researching and trying to find another topic.

Never stop adding to your list. Each moment you have a burst of an idea, be sure to write it down so that you don't lose it later. Your list will continue to grow and your blog will be regularly updated with new content.

Interview a co-worker or industry-experienced colleague

Some of your greatest resources are seated at the desks near yours. Set aside time to discuss ideas or set up an interview with your colleagues who are subject matter experts in your industry. It doesn't have to take long either. Be proactive and come with a topic to discuss or questions to ask. The content created during the meeting is both original and already tailored to align with your business views. We utilize this tactic with our Four Questions Answered blog series.

Keeping up with new B2B blog topics doesn't have to be a tedious or time consuming task when your idea pool is always filled. Talk with the knowledgeable people around you. Write down every idea so you can pull from your list later. Research your audience's interests and behavior trends and browse through other blogs or organize them in a content aggregation tool.

Google’s Mueller Asked About Increasing E-A-T with Structured Data - Search Engine Journal

Posted: 12 Aug 2019 02:31 AM PDT

In a Google Webmaster Hangout, someone asked Google's Webmaster Trends Analysis John Mueller about schema structured data and Expertise, Authoritativeness and trustworthiness.

John Mueller offered insight into how how Google recognizes author information.

Question About Increasing E-A-T

Expertise, Authoritativeness and Trustworthiness are abbreviated as E-A-T. The question was about communicating author information.

There is an SEO idea that an author page or displaying author information is useful for ranking well.

It's beyond dispute that E-A-T in content is important. However, Mueller's answer emphasized doing what is good for users.

John Mueller's answer did not confirm that author bio is a ranking signal.  Expertise, authoritativeness and trustworthiness are so much more than a self-authored author biography.

This is the question:

"To increase the E-A-T of a medical page, should I use article schema or for example web page or medical web page as the latter has the option for reviewed by property?

Or Google can find that the article was reviewed from the context if I provide such details (and schema property reviewed by is not necessary)?"

The question assumes that Schema.org structured data can increase the expertise, authoritativeness and trustworthiness of a web page. Structured Data does not confer any such thing. Telling Google you are expert is not the same as being expert.

Structured data is simply a way to communicate information. It doesn't communicate signals of quality.

Mueller answered that using structured data was up to the publisher and that authorship information was gathered by Google "through a number of ways."

This is what Mueller answered:

"That's kind of up to you.

We do try to recognize these additional details about information about the author, information about the reviewers, about the website overall through a number of ways.

…partially through the content directly. So kind of similar to how users would see it if they go to the page and they see… information about who has reviewed this content or who has provided it… that's really useful."

Structured Data Spam

It must be pointed out that putting information in the structured data that does not exist in the web page itself can be viewed as spam and result in a manual action.

This is what Google's Structured Data Guidelines says:

"Don't mark up content that is not visible to readers of the page. For example, if the JSON-LD markup describes a performer, the HTML body should describe that same performer."

John Mueller didn't warn about the dangers of misusing structured data. However he did say how it's not useful for users.

"If it's just… hidden away in structured data then that's not very useful for users (because users tend not to use view source when looking at a page to determine whether or not they should trust it.

I would try to find an approach that works well primarily for users and focus on that. "

Which Structured Data to Use?

Mueller then addressed which structured data to use, article or whatever. Mueller simply stated to use what was appropriate.

"Depending on the page that you have, I would try to pick the appropriate one…"

That's it. Just pick what's appropriate.

Structured Data and E-A-T

Mueller didn't seem enthusiastic about using structured data as a way to increase E-A-T. He stated that the use of structured data was "up to you."

That answer seems to make it sound like Structured Data is not a particularly strong signal for E-A-T. Mueller didn't say it was any kind of signal, only that the use of it is up to you and that information visible to users was important.

What is E-A-T?

E-A-T is a general term that encompasses a great many things.

What makes a site trustworthy?
Outbound links to quality pages could be a signal that a site is trustworthy.

What makes a site authoritative?
Links from high quality web pages could be a signal that a web page is authoritative.

Users seeking a specific web page and citing it could be signals of expertise.

Communicating who the author is and their credentials are weak and untrustworthy signals. What a publisher writes about themself on their own website is not authoritative. Anyone can publish anything about themselves on their own website.

Author Bio is Useful to Users. That Doesn't Make it a Ranking Signal

I don't understand why some individuals believe that author pages carry a strong ranking weight. It doesn't take much consideration to realize that a statement on an author page by the author about themself is of dubious reliability.

Structured data is not a piñata filled with candy, waiting for Google to come along.  It is just a way to communicate information that is visible to users on the web page itself.

John Mueller himself said that Google tries to identify E-A-T "partially through the content directly."

What other people say about an author or a web page is more important than what you stuff into your structured data or your author biography page.

Watch the Webmaster Hangout video here.


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