At GrowthEngine Media, blogging is one of our most effective content marketing services. It’s a great way to add fresh content to your site, and blogs have well-documented SEO benefits. Plus, they’re also a great way to get your audience engaged on social media and generate external links.

However, blogging for SEO isn’t as simple as throwing together four- or five-hundred words a week – your writing team should carefully consider what topics will drive engagement, improve your search ranking, and create chatter on Facebook, Twitter, and LinkedIn.

Measured SEM and Digital Examiner co-founder Tom Demers recently discussed some common blogging shortcomings, and how to fix them, in an article for Search Engine Land. His main gripe was with what he calls “content topic narcissism.”

“Sharing helpful information that you’re interested and expert in,” he writes, “is not the same as just writing about whatever you and your company want to generate content around.”

In other words, quick and easy posts publicizing company news, announcing new products or services, or compiling lists may help your SEO, but are unlikely to foster engagement. While there’s nothing inherently wrong with them, they rarely offer much value to your customers.

Demers recommends developing blog topics based on specific issues faced by your audience, or news and current events that pertain to your industry. While content about your company and your company’s products can still be valuable, audiences are more likely to engage with information that relates directly to them. As such, detailed topic research should be central to the content marketing services your company or digital marketing agency provides.

As a Premier Google Partner All-Star Agency with access to valuable insights on Google’s preferred practices, GrowthEngine Media is committed to providing carefully curated and professionally written content marketing services that will drive engagement and benefit your SEO.