Trends may come and go, but good content is forever.

According to acclaimed novelist Stephen King, “if you don’t have time to read, you don’t have the time (or the tools) to write. Simple as that.”

Whether you work at a fast-paced startup or a well-established company, keeping yourself in the loop about emerging industry trends isn’t just a good idea — it’s a necessity. If you can demonstrate that you’re consistently in the know, consumers will rely on your brand for information. If not, they’ll most likely take their attention (and their business!) elsewhere.

Identifying Trends

If you’re a brand publication looking to pass the latest industry information along to your audience, there are a few invaluable resources that can help you (and your blog) stay up to speed.

Buzzsumo, for example, is a service that allows you to analyze what content is performing best in your space. Searching by keyword or competitor, you can discover the latest and trendiest information being put forth by industry influencers. Similarly, Google Alerts is a great way to stay on top of trending topics of interest. By setting up alerts for specific keywords, you’ll always be the first to know when a certain subject begins to generate buzz.

With that in mind, conducting periodic keyword research can go a long way towards helping you get ahead of the latest trends. And if you have the PR capabilities to conduct interviews with experts (or the proprietary data to make discoveries of your own), endeavor to add your own take to the conversation — or even break the story first!

Covering Trends

The most important thing to remember when it comes to reporting on topical news stories: timing is everything. Even if you’re not going to break the news as a brand, being one of the first in your industry to publicly comment on it can set you apart from your peers and establish your status as a thought leader. So if it’s a trendy topic, prioritize a quick turnaround!

Another way to participate in the conversation is by embedding social posts in your reaction piece so that your audience can enjoy the comments section in all of its occasionally cringe-worthy, but generally informative glory. By embedding these posts, you’ll create more value and substance for your reader, while adding credibility to your own post.

And of course, whenever possible, source commentary from reputable interviews — as wonderfully eloquent and informative as your prose might be, 9 times out of 10, readers would rather hear it from a proven expert in the field. If you can demonstrate to your readers that you’ve done your research, they’ll be significantly less likely to worry about the inclusion of any alternative facts.

But the most important aspect of covering trends in your industry? Be yourself! By sharing your unique perspective, you can rest assured that no one else will cover the topic at hand in quite the same way.

Longneck and Thunderfoot offer brand publishing services and strategies to transform your company blog into a sophisticated trade publication that drives visibility and influence in your market. Learn more about brand publishing here.