From sharing the latest industry news, to providing helpful how-to’s, blogs have become a staple for websites of all kinds – and it’s no wonder! These 300-word blurbs or two-page articles offer a lot of great benefits. These 300-word blurbs or two-page articles offer a lot of great benefits. At their most basic level, they create new website content, foster relationships with readers, help develop your brand, and present you or your company as a leader in your area of expertise. But with a little more consideration and a few additional tweaks, they also have the potential to spread your business’ name and attract new customers to your site. Here are a few tips on how you can turn your weekly blog posts into a refined content marketing strategy.
Give Your Audience What They Want
You could write your blog posts on the the same topics as everyone else in your market, and while that would still provide your readers with information and frame you as knowledgeable in your field, it’s probably not going to gain you any new viewers any time soon. The same goes for writing on issues that are of particular interest to you. These kinds of posts may deliver your site fresh content each week, but they may not be appealing or relevant to your site’s viewers.
The key to attracting customers with your content is to produce the type of content that your target market wants. This might take a little investigative work at first, but once you start keeping an eye open for these subjects, you’ll find that there are lots of them. The ability to mine them from amongst widely-produced content areas will start to come naturally, and you’ll be left with shimmery pieces of blogging gold. How do you find out what your audience really wants? You probably have the answers tucked inside your email, stuffed in a suggestion box, disguised as a forum thread, or stored somewhere in the back of your brain.
The questions that you’re asked, the ideas that you’re given, and the places you notice your customers struggling are all topics that either aren’t being addressed for your target audience, or they’re topics that aren’t being addressed in the way your target audience needs them to be addressed. By syphoning these areas of opportunity, you’re providing the answers people are really looking for, and that’s going to bring in more business than simply reiterating something a bunch of other bloggers have already said.
Get Strength In Numbers
While you may be eager to get typing away at your newly discovered hot topic, you should first consider how you want to present your information. Writing purely from your own knowledge can certainly be valuable, but it may not be the best choice for someone who’s looking to boost their content marketing. Articles that incorporate other individuals and companies tend to do better than those that are solely driven by research or personal experience. That’s because the more people you have involved, the more people you have to share your article, and the more likely your article is to pick up traction. When writing your blog post, consider doing the following:
- Conduct an interview. You can make the entire article the interview, or you can use quotes from the interview throughout the article to validate your own information.
- Review another company’s product or service.
- Mention another blogger or company’s work.
- Share a piece of industry news
- Link to another (relevant) website.
Produce Quality Material
Family and friends are more than happy to disregard the typos and spelling mistakes that pop up in your personal blog, but when it comes to blogging for business, especially with the goal of gaining new customers, your content needs to measure up. Posts that aren’t well-written or properly proofread are not posts that climb to the tops of search engine listings. They are not posts that get shared across social media pages. If you’re writing your blog posts yourself, you may want to study up on some of the characteristics that can take your article from good to great. This might mean reading a few how-to guides, brushing up on your composition skills, and analyzing methods implemented by your favorite bloggers.
Look at how successful articles are structured. Check out the types of voices that are used. What can you take away a blog’s appearance? Not only do your articles need to sound good, they need to look good as well. If it hasn’t already been done, make your site mobile-friendly. Choose easy-to-read fonts. Pay attention to paragraph spacing. No funky line breaks. You should always preview your post before it’s published. If you don’t have time to produce high-quality blog posts yourself, you may want to look into alternative options.
You could hire a professional blogger; they’ll already be aware of content marketing strategy. You could also hire a proofreader to help tighten up what you’ve already developed. Should your budget not permit you to entertain either of these ideas, you may be able to find English, creative writing, communications, or marketing students who are willing to offer their assistance at a discounted rate to gain some experience in their field.
Get Your Blog Posts Noticed
Even with a high-interest topic and well-written content, your article won’t welcome too many new faces to your website unless you take the proper steps in getting your post through the proper channels. First and foremost, your website should be search engine optimized to the fullest extent. If you’re not already taking steps to increase your site’s performance, better your user experience, create quality content, or properly implement your keywords, you should start working on those areas now.
You should also work on giving your article a catchy headline. A title that adequately sums up your content while still being easy for others to remember tends to be one that generates success. Your blog post should utilize relevant keywords so that it can easily be found by search engines. If you’re using WordPress, there are multiple plugins (SEO By Yoast, All In One SEO Pack, SEO Ultimate, SEO by SQUIRRLY ) that can help you identify the right words for your specific content, and then assist you in weaving them into your article just the right number of times to make Google and Bing happy. Don’t just leave your content marketing up to the internet. You can help guide its direction and speed up its success by sharing your post on social media, including it in your monthly newsletter, or linking to it in your email signature.