By阿曼达·米利根published2020年7月28日 Est Read Time:7

3 Questions to See If You Should Tackle Trending Topics

Topical content has advantages, but it also can trip you up.

随着内容集中在热门话题,你可以有底漆找到主题有价值的,这将更快地导致较高的意见和股份的观众。但权衡投资你的时间来创建内容,可以更迅速地变得无关紧要。

你如何决定什么时候去追求热门话题或用棍常绿内容?回答这三个问题。

Question 1: How much time do you have?

创建趋势内容的关键是确保主题可以解除你的内容足以在短期内使创建它值得你花时间和资源。必威足球

你需要足够的时间为1)创建的内容2)促进从共享/收视的内容和3)受益。而主题仍是趋势这三个事必须发生。

在Fractl,我们与爆炸主题,基于高科技的互联网趋势研究公司合作,得到的更好的感觉betway让球life span of trending topicsbased on search data.

爆炸的主题标签可以分为三类 - 定期(一个月后稳健增长月份),爆炸(加速需求),以及见顶(几乎没有增长的兴趣穗后)。

Trending topics average 10 months in exploding-to-peaked stage, according to @FractlAgency @ExplodingTopics via @CMIContent. #Research点击鸣叫

For our purposes, we want to look at the orange section in the chart above – exploding to peaked, meaning the time when the topic had its highest popularity.

On average, topics remain in this highly trending phase for about 10 months. Not too shabby, right?

但是,许多因素会影响一个为什么题目是受欢迎的,所以我们决定看看行业的利基趋势时间表。

(To clarify, we’re not talking about topics trending because of breaking news. This exploration specifically examines trending topics. For example, in the food category, some topics could be “keto” or “Uber Eats” or “instant pot.”)

As you can see, not all industries are equal when it comes to the longevity of their trending topics. Topics in industries like travel and finance have longer staying power, while topics in the sports and fitness industries cycle through trends more quickly.

If your industry niche has a longer timeline for topics in the exploding-to-peaked phase, your content investment risk likely is less than an industry with a shorter timeline. You will have more time for the content to gain traction and remain relevant.

这是否意味着,如果你的行业有一个很短的时间线,你应该放弃热门话题?当然不是。但它是很好的认识到潜在的挑战。

小费:创建一个现实的时间表就知道它需要多长时间来建立和推广自己的内容。(参见前面content development project timelines以帮助确认的估计。)这是否计划允许足够的时间来通过积极地看趋势内容的项目?

创建一个现实的时间表,知道它需要多长时间来建立和推广你的#内容,说@millanda通过@CMIContent。点击鸣叫

问题2:你有什么新的贡献?

一个热门的话题已经很受欢迎,因此它也可能是由内容饱和的话题。因此,第二个问题:什么新的,具体数值您可以contentprovide?

Let’s look at two options – one based on your audience and one based on your research capacity.

现有观众

在流感大流行,interest in bikinghas surged as many people avoid public transit or are looking for an outdoor activity.

Bike Shop Girl接下这个话题长远的眼光 - 看,保持兴趣去后COVID-19结束。得到的职位囊括在Facebook上超过1800个订婚,据来自BuzzSumo研究。betway让球

是它的主题的唯一的文章?号主要新闻媒体发表类似件

It was still successful because Bike Shop Girl spoke to her audience – avid bikers – and explained how they specifically could encourage people to take up and keep biking. This specific objective and audience worked to Bike Shop Girl’s advantage.

@ bikeshopgirlcom攻克趋势#内容对她的观众(COVID-19期间骑自行车)W /长远的眼光,说@millanda通过@CMIContent。点击鸣叫

如果你有一个专门的观众,它更可能依赖于您的内容热门话题比普通网络搜索。你可以个性化趋势的话题,提供内容的观众希望和/或需要。

新的见解发展

另一种方式来确保你提供something novel to a trending conversation is to create news related to it. You conduct the research that will reveal the data to answer the questions asked by the community at large.

Take this example from Slack, a business communication app. It dove into the trending topic of telecommuting in the age of COVID-19. It surveyed over 2,800 telecommuters (new and veteran) to see how well they were adapting, the challenges they faced, and the benefits they gained.

By coming up with new information that contributes to a broader trending conversation, you’re much more likely to receive attention both from your audience and third-party sites, including the media.

小费:To ensure that your trending topic content idea is unique, always research what other content is available about the trending topic overall as well as your planned niches. Tools likeBuzzSumocan help identify similar stories. You also can do standard web searches to see what the results pages show about what’s being covered and what people are

问题3:你能找到趋势和常绿的交集?

如果你的回答前两个问题没有也许,这个问题可能会导致一个可行的解决方案。开发,其中热门的话题满足常绿主题的内容往往是最好的方案。内容可以关于更大的背景下,将使其适用多年趋势主题发言。实现这一点,但是,是不容易的。

开发#内容,其中热门的话题满足常绿的话题是最好的情况,说@millanda通过@CMIContent。点击鸣叫

让我们回到在COVID 19岁骑自行车的话题。

5月17日,全球山地自行车网发布此视频and included this description:

时代一直是几乎每个人都在世界上很不同,我们相信时间已经努力了很多人。心理健康(原文如此),一直是过去几年谈论的焦点,更是让此刻,在锁定世界大部分地区。

While they put in the pandemic context at the beginning of the video, the rest of it involves the general exploration of mountain biking’s impact on mental health. Even the title – Can Mountain Biking Help Your Mental Health? MTB is Our Therapy – doesn’t reference COVID-19. The Global Mountain Bike Network found that difficult but valuable intersection of a trending topic (COVID-19) and an evergreen one (mental health).

小费:询问有关热门话题这些问题,看看是否有是一种常绿角度:

  • 为什么这是趋势?什么是需要解决它?
  • 是否有类似主题的趋势,如果是的话,他们怎么结合在一起的?
  • 它又是怎样发展的主题,并在那里将它去?
  • 本主题的主要思想,或者是它的一个更大,更重要思想的一个子集?

想想你解决的热门话题之前

它往往是值得的解决趋势内容。它可以帮助你的观众认识你的品牌是他们的利益之上,并可能有一个独特的视角分享。它还可以帮助新的更大的观众找到您的内容了。但关键是你深入到头朝下发展有关热门话题的内容之前来回答这三个问题。这关键的勘探将帮助您确定是否周围的谈话内容制作将有助于你的听众和您的业务。

文章中引用的所有工具the author. If you have a tool to suggest (including your company’s), please share in the comments.

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由约瑟夫卡里诺夫斯基/内容营销协会封面图片

作者:阿曼达·米利根

阿曼达·米利根is the marketing director atFractl。在她的事业,她的管理的内容200+活动的创建,带动战略20+的客户,并运行一个30集的播客,“问阿曼达关于营销。”她谈到在2019 SMX先进,曾担任丹纳赫的2018数字营销峰会上发表主题演讲。她的内容营销咨询已经出现在福布斯,内容营销协会,市场专业人士营销智慧播客,CMO等。按照她的推特要么LinkedIn

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