I’ve spoken with people from companies that grapple with whether or not publishing regular articles (via a blog) on their website is purposeful. There are very few businesses that wouldn’t benefit from a blog. Creating regular, informative content helps websites rank in search, provides your audience with valuable information and gives you fantastic fuel for your social networks.
If you find that your executive team or marketing team is hesitant to develop a content strategy, share some of these ideas with them. If you’ve already convinced the powers that be, Choose Your Own Adventure and skip past the bullet point list to the second part of this article to learn how to optimize your existing strategy.
Why You Need a Blog
- Well-crafted blog content gives people a reason to visit your website regularly, which keeps your business top-of-mind
- Blogging is one of the fastest ways to drive quality, targeted referral traffic to your website which means more love from Google
- Well-written, informative articles with great Calls-To-Action can turn casual readers into passionate advocates and customers
- Articles that showcase your expertise position you as an expert (go figure!) in your field
- Great content encourages people to share your brand message for you
- Blogs are a great tool to help answer questions you commonly receive from customers or clients. Way to be a valuable resource!
Review FAQS from Clients and Customers
If you’re not sure what your audience wants to read, you can glean valuable information from the questions you receive most from customers and clients. For example, if you’re a natural juice company and people regularly ask you if your drink is a helpful way to rehydrate after a long run, you can craft that question into an article. A potential title/topic could be “5 Ways to Conquer a Long Run” and the post could include information about hydration. That’s where you can include a link to your product.
Resist the Urge to Use Your Blog Simply to Push Product/Service Information
Your blog shouldn’t be a direct sales pitch for your product – nor should your social media channels. Why? Because people want to be informed and entertained, not sold to. But if you inspire people with your content and write regularly, there’s a higher likelihood of being front-of-mind when they’re ready to buy. Great, informative content encourages sharing. If someone reads a fantastic article about creating quick recipes, they might share that article with friends and family on social media. But they’re unlikely to share an image or post about 20 percent off a crockpot. I absolutely loved this quote from a recent Buffer article: “People don’t by products, they buy better versions of themselves.” People read to learn, to be inspired and to be better, in some way or another.
It is purposeful to occasionally feature blog posts dedicated to your product or service, but it shouldn’t be constant. For example, if you launch an exciting new product, write a blog post about it. If your services are lengthy, pare them down into one article and share it with potential clients/customers. Follow the famed 80/20 rule. Write helpful articles that solve your client’s/customer’s problems and entertain and excite them 80 percent of the time. Talk specifically about your brand 20 percent of the time. Content magic!
Before writing your content, research keywords for your title, meta descriptions and overall blog content. Use tools like Google Trends or Keyword Tool to determine how popular the topic you’d like to write about is. Perhaps simply changing the title slighty from “5 Ways to Conquer a Long Run” to “5 Ways to Conquer Marathon Training Runs” will make your title more appealing and relevant to your audience. Include additional relevant keywords throughout your content (but don’t keyword stuff!). Researching how your audience searches for content is just as important as understanding what your audience wants to read.
Revisit What Worked Well
Analytics are your friend. But rather than just measuring traffic, measure all of the following metrics:
- Use Google Analytics to measure the amount of traffic each blog received, the bounce rate and the amount of time spent reading the blogs
- Review the number of shares, comments and interactions on social media
- Review the CTAs to see how well they worked
- Review any ads (PPC or Facebook ads, for example) to see if the audience you targeted responded to the content
If you found this information helpful, be sure to check out our post “Two Newish Skills a Digital Marketer Needs to Succeed.” Organik SEO is passionate about helping businesses grow by tapping into the power of social media and SEO. To discuss how we can help you grow your business, contact us today!