Every company is a media company these days, and Buffer is no different.
We started the Buffer Social blog in January 2011 and since then it has been a key component in the success of the company. We have published more than 1,000 posts—and we’re honored to receive more than 1.5 million visits every month.
It’s been a long, challenging journey, though.
We first hit one million sessions in a calendar month during March 2015—a full 4 years after launching—and after months of floating around 1.1 to 1.2 million sessions, and struggling to break out, we hit 1.5m sessions in May 2017.
1. Audience
Understanding what content our audience craves
The content you read here is as likely to be about too).
Our hope is that these posts reflect the needs of our customers as well as the perspectives and views of the writers, editors, and strategists that make up Buffer’s marketing team. And in turn, we hope a few readers would become Buffer customers, eventually.
Before thinking of blog post ideas, it’s helpful to understand what your readers want from you. Otherwise, you’re shooting in the dark and hoping everything works out.
Knowing that has helped us to decide what types of blog posts to write. And no matter what type of post we’re creating, the aim is to help marketers and small businesses to become more successful on social media.
Try this
To find out what your readers want, you could or ask your readers directly through on-page surveys like
How we come up with blog post ideas
It can be challenging to continually create high-quality, valuable pieces of content on a weekly basis.
As an established blog, you can run the risk of dropping your standards or hoping that creativity can be scheduled in order to hit a certain number of posts in any given month.
At Buffer, we do our best to avoid that way of thinking.
Although we aim to publish twice per week (more on how we decided on that cadence a little later), we always strive for the utmost quality and the sweet spot between content we know will get traffic and content that delivers value to our readers (and Buffer).
For example, we might write about the latest social media trends or platform features, but you won’t see us commenting on a potential
Mark Zuckerburg presidential run just for some quick traffic.
Here are the various ways we come up with blog post ideas:
Keywords: Ranking for keywords around social media marketing, such as “
social media analytics”, has gradually become a top focus for us. We tend to research keyword opportunities and then come up with ideas around them.
Intuition: Sometimes you just have to trust your gut. Occasionally we’ll come up with post ideas based on the intuition we’ve built up over years of running the blog.
How we decide which posts to write
We come up with many ideas but they don’t all get published on our blog.
When assessing an idea, we think about the following questions:
- Is this relevant to marketers or small business owners working on their social media?
- Does this help them solve a challenge they face at work?
- Has this been written before? If yes, can we add more value to the topic?
- Is there interest in this topic? (Sometimes, that means looking at the search volume for the keyword or Google Trends data
