A blog title is something that can’t be rushed.
A blog title acts as an invitation for readers to view your content. The title sets expectations and an agenda and entertains readers, daring them to click on your content to learn more about their topic of interest.
At the same time, a title can dissuade. Put, your blog title will make or break your article.
So how do data centers create enticing blog titles and topics to attract viewers to their content?
The Importance of Data Center Blogging
Blogging acts as educational content for your prospects. Blogs give data centers opportunities to build trust early in their buyer’s journey by acting as an informative resource.
With the fierce competition most data centers face, achieving trusted advisor status to attract prospects is becoming increasingly important. Blogs also help increase search engine optimization (SEO) and social media presence.
That being said, even the most informative blog in the world will perform poorly without a well-written title.
Compare selecting a blog title with composing an email's subject line. How are you going to entice viewers to open your email? How will you balance informing readers of what to expect while leaving enough mystery to intrigue them and tempt them to open it?
Developing Buyer Personas
Buyer personas should always be consulted when selecting a blog topic or title.
A buyer persona is a fictional representation of your business’s ideal client. Buyer personas are developed through research, interviewing past, current, and ideal clients, and making a handful of educated guesses.
Buyer personas go in-depth and should answer topics like:
- What websites do they frequent?
- Where do they hang out/network offline?
- Where do they go to gather information?
- What social media networks do they belong to?
- What are their pain points?
- What could get them a promotion?
- What could get them fired?
- What are their goals?
- How can I help them?
Gathering the above information will help direct your blog topics and titles.
Remember, your blogs should be informative and cover topics they are interested in, not promotional, self-glorified content.
Use Their Words
Along with buyer personas, keyword research will help you determine what topics your data center should cover.
Ideally, keywords should be highly-specific long-tail keywords. For example, use keywords like a location or specific services to increase your chances of ranking.
The key to SEO is to find the right balance between the number of monthly searches and the difficulty rating for rank (1-100). The more specific your keyword is, the higher your chance of ranking and drawing in more qualified leads.
When doing keyword research, remember to keep in mind your buyer personas. Would they search for “data centers,” or would they search for “colocation data centers in Miami”?
It is also important to remember the language your buyer personas use. For example, if your prospect is in the United Kingdom, they are probably searching for data centres, not data centers.
Monitor their social media habits and note any slang or abbreviations they use to help your data center get on their radar.
Selecting the Right Topics and Blog Titles
During your buyer persona research, you will uncover questions, problems, and opportunities your prospects face. Select topics and titles addressing these concerns to guide prospects in the right direction.
Include blog posts that cover:
- Cost
- Problems
- Comparisons
- Bests
- Reviews
These areas provide more than enough material for blogging. For example, cost cover various prices, rates, and fees customers can expect to encounter. For bests, cover the top five colocation data centers in a specific area (of course, based on your buyer personas).
These common themes provide a range of topics to select from to spark the interests of similar prospects (again, grouped buyer personas).
How does your data center select topics and themes for blogging? Let us know in the comments below.
Learn more about Colocation Data Center Providers and Go-to-Market Strategy (GTM) for Growth.
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