How do I choose which content topics to write about?
Quick Answer
Choose topics at the intersection of three circles: what your audience searches for (keyword demand), what you can credibly write about (expertise), and what connects to your product (business relevance). Prioritize topics where you can rank (low-medium competition), the searcher has buying intent, and the content naturally leads to your product as a solution.
The Topic Selection Framework
Score every topic idea on three dimensions: (1) Search demand — is anyone searching for this? Check volume and trend direction. (2) Rankability — can you realistically reach page one? Assess keyword difficulty against your domain authority. (3) Business alignment — does this topic attract your ICP and connect to your product? Topics that score high on all three are your priority. Topics that score high on only one or two should be deprioritized.
Where to Find Topic Ideas
Your content queue should be fed by: keyword research tools (Ahrefs, Semrush), competitor content gaps (what they don't cover), customer questions (from sales calls, support tickets, social media), industry trends (emerging topics with growing search volume), and AI-surfaced opportunities (tools like Averi that monitor keyword gaps and competitor publishing in real-time).
“The best topic ideas come from your customers, not your keyword tool. What do they ask in sales calls? What confuses them? What do they Google before finding you? Those are your highest-converting topics.”
How to Prioritize Your Queue
Use a weighted scoring system. Assign 1-5 points for: keyword volume, keyword difficulty (inverse — lower difficulty = higher score), search intent alignment, ICP relevance, and content gap (are competitors covering this?). Total the scores. Work top-down. Revisit and re-score quarterly as your domain authority and competitive landscape change.
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FAQ
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Averi generates a prioritized content queue based on keyword gaps, competitor blind spots, and your ICP — topics researched and ready to go.