I was recently interviewed by Barbara Krasner, author of the “Babs gabs about content” blog. Here's a snippet:
Babs: Content strategy is critical to blogging. I’ve asked Larry Bodine, editor-in-chief of Lawyers.com at LexisNexis to share his views. He directs editorial operations and leads a 20-person news and video team. Read by millions of visitors every month, Lawyers.com focuses on news that consumers can use. Larry also publishes the LawMarketing Blog, helping law firms get new clients and earn more revenue.
How can content producers determine trending themes?
Larry Bodine: The trick is to write about what your readers are already talking about, as opposed to coming up with a new topic to interest them in. A great way to find out is to listen in on current conversations on social media. You can do this by doing a search on www.bing.com/social. Just type the keywords by which you want people to find your blog, and you’ll see what people are saying on Twitter and Facebook in real time.
I also subscribe to numerous e-newsletters, research reports and alerts on law firm marketing and business development topics. This way I get so many blog post ideas, I never have to develop one — I just work through my folder of ideas, which I store in Evernote.
Another tactic I employ is to be active on social media and to follow other people’s tweets, Facebook and LinkedIn updates and Google+ posts. I regularly find good material that were first spotted by my online social contacts.