When it comes to content marketing, flying blind is not an option. With 51% of local businesses paying for content creation and optimization in 2021 (up from 28% in 2020), the stakes are higher than ever. And let’s face it, great content isn’t just about slapping a blog post online—it’s about creating content that resonates, ranks, and drives results.
The problem? Most marketers don’t know where to start when it comes to choosing blog topics that actually move the needle. That’s why you need a data-driven approach. Let’s dig into five killer ways to find blog topics using hard data, not guesswork.
1. Use Google Trends to Spot Local Topics
If you’re not using Google Trends, you’re missing out. This free tool gives you real-time data on what people are searching for and how that interest fluctuates over time. Plug in different topics, and you’ll see how they perform in specific regions or during certain times of the year.
For example, if you’re working with a landscaping business, compare search interest in "lawn care" versus "landscaping" over time. Pro tip: Notice any spikes in March or April? That’s your signal to schedule content on these topics early in the year to capitalize on seasonal interest.
"We’ve used Google Trends to refine our entire content strategy—just by following search interest," says one local SEO pro. Data doesn’t lie, and when you align your topics with peak search trends, you’re setting yourself up for success.
2. Mine Customer Feedback for Gold
Sometimes, the best blog topics are sitting right in front of you. Customer reviews, sales call recordings, and support emails are packed with insights into what people care about—and what they’re struggling with. If your client’s customers are repeatedly bringing up a specific pain point, guess what? That’s a blog post waiting to happen.
"Turn negative reviews into content gold," suggests Alex Birkett, content marketing expert. By addressing common complaints or questions through blog posts, you build trust and provide valuable answers. Think of every review and email as a data point guiding your next piece of content.
3. Run Surveys to Get Inside Your Audience’s Head
Want to know what your audience cares about? Ask them. Running surveys can be a simple way to gather direct feedback on what your readers want to see next.
Sure, survey fatigue is real. Keep it short, sweet, and to the point—nobody wants to answer 20 questions. Timing is everything, too. Drop a quick survey at the end of a welcome email or after someone interacts with your content. You’d be surprised how much people are willing to share when you ask the right way.
"We started including a one-question survey in our email blasts, and the responses have been eye-opening," says a local marketer. Let your audience guide you—it’s their content, after all.
4. Fill in Content Gaps in the Buyer’s Journey
Here’s where you pull ahead of the competition: content gap analysis. Most businesses create content that only speaks to one part of the buyer’s journey, leaving huge gaps elsewhere. Don’t be that business.
Say your client is in pest control, and their content is all about extermination. But what about the people still researching how to prevent infestations? That’s your content gap right there. Use tools like SEMrush to run a keyword gap analysis and find topics your competitors aren’t covering.
"We identified a gap in content around pest prevention for different seasons, and it’s been a game-changer for our client’s SEO," says one SEO strategist. The key is aligning your content with where people are in their journey—before they’re ready to buy.
5. Collect Feedback on Existing Content
Look, analytics are great, but they don’t tell you everything. Your content might be ranking, but is it resonating? Ask your readers. A simple feedback form at the end of each blog post can reveal a ton about how useful—or confusing—your content is.
Maybe you need to dial it back and simplify your posts, or maybe your audience is hungry for more in-depth information. Either way, direct feedback helps you tweak your content to meet real-world needs.
"We added a quick poll at the end of our blog posts, and it’s been a game-changer for understanding our audience’s preferences," says one content strategist. Don’t guess—let your audience tell you what they want.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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