Blog posts are quite possibly the most common content type that exists.

You read them, I read them, we all read them – but which ones actually made an impact on you?

Which blogs gave you useful information? Which ones made you think, or taught you something new?

Most importantly, which drew you closer to the brand that created them?

Ultimately, writing a blog post should accomplish that for your business (or your client’s business).

On top of that, a good blog post written for SEO should pull in ideal traffic from search engines and convert those visitors into leads.

Yep, blogs can and should be profitable. They must stand on their own and work hard behind the scenes.

A well-written blog can be effective and make your reader trust you enough to want to look into your services or products and buy. (It’s happened to me multiple times – one blog was enough to convert someone.)

However, effective blogs that work like this need to be packed with mega value for your particular readers.

You can’t write about any random topic you pull out of your head – it’s unlikely anyone will care.

For that reason, it’s important to do a little strategic brainstorming to find the right blog topic.

Like audience research, this step helps you figure out exactly what will draw in the people you want to read your blog.
If I’ve done my job, hopefully, it’s clear that you need to research during every stage of writing a blog post. From your audience to what to write about to keywords – and now the topic itself – you should validate what you’re doing at every turn.

In that vein, to get an idea of what searchers are looking for when they type your keyword into the search box, you should Google your topic/keyword.