Every marketer understands the importance of blogging relative to building a brand and enhancing the company’s online presence. Blogs serve countless purposes in an online marketing strategy. They can seamlessly connect social media accounts to business websites, and help paint a business owner as an industry authority, among other things. However, unless the blog is written with quality and conversion in mind it will fail. Here are eight blog post tips that will help you create an effective blog post every time.
The most important (and often repeated) blog post tip is that you must know your audience before you even begin to write. So, when creating your blog content calendar, find out what it is your target audience needs, wants and likes (read more about why buyer personas are vital to your Inbound Marketing). Then use your blog to solve a problem or answer a question for them.
Yes, quality content is the primary focus, but don’t present it in a one-dimensional formulaic style. Part of the purpose of a blog is to help your business develop its brand, so how you are perceived is important. Your readers want personality, and they want to be entertained a bit. They are not looking for statistics and data that are rattled off in a rote manner.
Do a little research to uncover which keywords are generating the most search volume in your niche, and then plan blog topics around them. It sounds harder than it is, so here’s an example. If your business sells used cars, and your buyer personas are currently searching for “red sports cars” then that’s what you should be writing about. Remember though that quality, useful content is mandatory, so consider that when narrowing down the subject.
The first thing a reader will take note of is the blog’s title, and if it’s not catchy he will move on without stopping to read it. That equals a missed opportunity. So, make the title engaging, actionable and short, (but remember to include a keyword). The goal is to compel the reader to want to continue on the journey with you.
A good way to find out what it is the reader wants or needs to know is by simply asking them. When you allow comments you open yourself up to an entirely new resource for blog ideas. Solicit input and read the comments that are left for you. Follow up by first responding to the comments, but then answer some of the questions posed in a future blog. Alternatively, you can look at the comments on your competitor’s blogs for inspiration as well.
Make the blog post work even harder for you by encouraging your reader to visit other landing pages on your site. Do that by including in text links within the blog. The longer someone stays on your site, the more engaged they becomes with your brand, and the more likely he or she is to convert.
Effective blog posts only work when they’re read, and the more people who are exposed to them the more leads your blog will generate. Add social sharing buttons to your blog posts so your readers can post them to their social media accounts, thus guaranteeing you additional exposure.
Not every blog post will need images. However, there is something to be said about using photos to elicit emotion. Images are also a great way to add understanding and substance to a blog when words can’t adequately describe a point you are trying to make.
Your business blog should be at the centre of your marketing strategy. A consistently well-written blog will help build your brand; it’s a critical SEO tool, and it works well at connecting all of your online accounts. Follow these tips and you will be well on your way to building and posting quality content that will improve your search rankings and generate more leads for your business.