Trending topic content writing has become a popular strategy for digital marketers and publishers to attract audience attention and drive traffic to their websites and social media profiles. By focusing on what is currently trending online based on search behavior and social media conversations, content creators can leverage real-time interest in certain topics, people, events and ideas to increase the relevance of their articles and posts. While riding trending topics can boost short-term metrics like views and clicks, developing sustainable and high-quality trending content takes time, research and nuance. Here are some best practices for trending topic content writing.
Research trends thoroughly. The first step is to carefully research emerging trends and breakout topics across search, social listening and news aggregators to better understand the overall conversations. Look at spike in search volume over time on Google Trends for potential trends. Monitor hashtags and keywords on Twitter to see what is prompting engagement. Analyze trending topics lists on Facebook to find discussions gaining traction. This comprehensive analysis helps writers grasp audience sentiment and add necessary context to inform quality content.
Understand motivation behind trends. It is not enough to simply know the surface level topic that is trending – writers need to dig deeper to comprehend why that topic or story resonated and became a trend. What events sparked initial interest? What themes, opinions or emotions are driving ongoing interest and conversation around the trend? Understanding motivation and nuanced perspectives will make resulting content more insightful for readers. Content that simply states a topic is trending without proper analysis may come across as shallow.
Say something new. By the time a writer finishes researching and creating a piece about a trending topic, chances are many other publishers have already discussed it at a surface level. To avoid being redundant, the content needs to offer a unique angle, additional context or new information about the trend to give readers fresh perspective. Highlighting an overlooked or underreported element of the story in an impactful way can help the content stand out. Writers can also craft thoughtful takes on the implications or future trajectory of a trend based on their analysis.
Investigate related topics. Often there are surrounding or secondary topics affiliated with a primary trend that are also seeing a rise in interest online. Exploring and covering some of these correlated discussions can expand the reach and relevance of the content. For example, if a celebrity’s personal life is trending, covering fans’ takes on that celebrity’s career, memorable roles or latest projects broadens appeal. These tangential topics keep content timely while diversifying to appeal to various audience interests around a trend.
Cite credible sources. Readers want to feel informed instead of misled, so any trending topic content must be thoroughly sourced with references to reputable reports, statistics, subject experts or authoritative analyses on the trend. Directly quoting experts lends more credibility versus stating opinions or exaggerated claims without evidence. Hyperlink sources for readers to further explore. Fact-checking is also important so the content aligns with facts as the story continues developing after initial reports. Readers will quickly lose trust in sources that are proven wrong as facts emerge.
Monitor trends over time. The 24-hour news cycle means any trend may fade quickly depending on how the conversation evolves or if new information arises. Writers should continuously track trend trajectory and revisit content if needed based on ongoing coverage. Are there updates to add? Is audience interest still strong around the topic? Periodically reviewing trends helps prevent stale content as well as catch potential spin-off or second-wave discussions prompted by a trend’s longevity. Refreshing with new angles keeps content engaged as trends morph.
Build context around trends. One-off trend pieces lack sustainability versus weaving trends into a larger narrative or overarching context. For example, an article framing that day’s viral story within the context of related news topics, examining patterns in human interest or linking it to cultural/political shifts builds more cohesiveness. This layered approach shows readers a bigger picture and gives individual trends greater significance versus stand-alone articles. Establishing thoughtful context builds authority for writers and platforms covering trends regularly.
Include calls-to-action. While raising awareness of trends sparks initial shares and traffic, including strategic calls-to-action gives readers a reason to engage further with the content and its source. For instance, prompting poll participation, requesting related tip suggestions or asking readers how they’ve seen trends impact their lives starting conversations that build loyal communities. With trends content acting as a hook, intelligent CTAs drive higher dwell time, follow-ons and subscriber/fan growth over just vanity metrics like views.
Regular trend analysis requires ongoing research across sources to understand evolving conversations and identify fresh angles on popular topics. Applying best practices like thorough investigation, credible sourcing, contextual framing and strategic engagement prompts helps turn spike content into sustainably relevant discussions that strengthen author and publisher authority as trend authorities over time. While trends may rise and fall daily, a steady approach grounded in journalistic integrity keeps audiences returning for insightful perspectives on emerging stories and discussions driving online conversations each day.
Andrew Stroud