Blog writing often gets overlooked, or neglected in favour of marketing activities that are perceived to offer greater returns. In reality, blog-content creation is an essential lead-generating tool that delivers SEO, branding and marketing benefits small businesses simply can’t afford to ignore.
The Benefits of Blogging
Posting Regular Content Increases Traffic
Well-written original content is the gold standard for boosting organic traffic. Blog posts not only provide businesses with the opportunity to increase authority for targeted keywords, but also continue to attract sales leads in the long term. In fact, companies with 52 or more articles on their websites report a 70% average increase in traffic.
Informative Articles Generate Sales Leads
Of course, more traffic means more sales leads. Informative, knowledgeable articles are a great way to convert visitors into customers.
High-quality content showcases your expertise. It increases your credibility and helps to establish and promote brand trust. Regular blog posts also show a commitment to customer service and provide visitors with insight that could influence their perception of your brand.
Relevant Content Increases SEO Authority
Regular blogging provides small business with a wealth of SEO benefits:
- Posting regular content increases ranking authority.
- More blog posts create more organic traffic.
- High-quality articles increase inbound links.
- Informative posts increase referral traffic from social-media platforms.
- Blog articles provide more indexed pages and the opportunity to target additional keywords.
How to Create a Winning Content Creation Strategy
1. Define Your Objective
The best blogs don’t just sell a product or service. They have a purpose that meets the needs of their target audience and complements their brand story.
Consider your company mission, the story you need to tell and the people who are motivated to listen. Use this insight and write a sentence that defines your blog; don’t publish content that doesn’t align with this purpose.
2. Speak to Your Audience
Your blog should introduce and promote your brand, so define your ideal customer and tailor your blog content to that person. Chat rooms, forums, and social-media platforms are all excellent places to conduct this type of research and discover the needs, challenges and interests of this group.
3. Do Competitor Research
The articles your competitors post will also provide insight into their assessment of your customer base and its needs.
Audit these blogs and make note of any trending articles, or those with high numbers of comments and social shares. These are the topics that have the most relevance to your target market.
4. Concentrate on Keywords
With which keywords do you want to rank?
Consider the searches your ideal customer will conduct to find you, then make a list of any keywords and long-tail terms you want to target. By including these phrases in your articles, you will highlight the nature of your content to a search engine. It is important to remember that your priority is your readers, so don’t make your articles difficult to read and don’t overuse keywords. High-quality, original, engaging content should be your main objective.
5. Focus on Promotion
The quality of the writing is a big draw, but it is not enough on its own. You need to promote your blog and ensure it reaches as many people as possible.
Social media is a great way to generate interest. Create infographics or quotes relating to your article’s key points and post them alongside links to the full content, encouraging users to click through to your site.
Newsletters are another way to showcase your content. An email with links to and summaries of any new content on your site – especially if that content is topical and targeted to your audience – will alert your community to your blog and its usefulness.
6. Monitor Frequency
Most brands should be posting at least one article a month. This not only provides an SEO boost (Google looks favourably on websites that are regularly updated) but also allows you to address topical issues and tie your posts in with your marketing campaigns.
Plan your posts in advance and create an editorial calendar that targets search peaks. If there is a time of year when your audience looks for something in particular, make sure you have a blog published and ready that answers their questions.
Commit to Quality Blog Content
Building an influential blog requires time and a commitment to producing top-quality content and articles. It is an investment that will pay off by increasing SEO authority, generating sales leads and cultivating brand trust long into the future. If finding the time to do a good job of regular and quality content creation is stressing you, then ask Mindspin to take care of the content creation job for you.