How to Create Value in Your Blogs
As a small- to medium-sized business owner, you hear every time you turn around that your marketing strategies will fail if you don’t add blogging to the mix. According to inbound marketing giant HubSpot, a company that blogs as a part of their marketing strategy will generate 55% more website visitors than companies that do not have a blog. With statistics like that, any company without a blog should certainly start planning one.
But what about companies that do already have a blog and just aren’t seeing solid results? Do you plan your content calendar, struggle through writing and posting, and then sigh when no one stops by to read? Maybe it’s time to boost your content just a little—give it some life while making it searchable so people are even more likely to find you.
Position Yourself as an Expert
If you think blogging is simply filling up pages with words about your products and services to add yet another indexed page to your site, you’re only halfway there. When your potential customers don’t get helpful info out of your posts, they’ll go somewhere else. If you really want to get your blog, and therefore your company, in front of more eyes, you need to broaden your subject matter to include information for people who might someday use your product or service.
But what does this mean?
For example, if you’re trying to drum up clients for your manuscript editing business, you can’t harp on all the time about the different services you offer. Once your target audience reads that, they have no reason to come back. If, however, you post industry news, opinion pieces about the state of the publishing world, book reviews, and tips for other aspects of publishing, your target audience will have a reason to stick around. The bonus? You’ll look like an expert in your field, which inspires trust from your potential clients.
Optimizing for Search Engines
All the quality content in the world means nothing if your potential customers can’t find it. One of the biggest benefits your business’s blog offers is the chance to show up in searches more often, but that won’t happen if you haven’t optimized your blog. If you really want to know how to create value in your blogs, start reading up on search engine optimization and how that relates to your blog. If you’re not sure and don’t think you’ll ever catch on, there’s nothing wrong with hiring an SEO expert to guide you through the process.
But what does this mean?
You’ll learn how to develop a keyword strategy for your blogs and write your content around those terms. Your keywords will need to appear in the body of the blog a certain number of times, as well as in the title, subheadings, and blog tags. Creating an organic and interesting title with your keywords isn’t always easy. When you can’t get around it, simply make sure you’re using the keywords as your H1 tag and alt-text for images. Using the terms over and over won’t help as much as simply placing it in key spots, so you won’t suffer much if you can’t squeeze it into your blog title. If you can’t match your keywords to your blogs, then you may be writing about the wrong things.
Optimizing for Lead Generation
All the fabulous content and SEO tactics in the world can’t help you if your blog isn’t generating leads. You want the people who visit your page to hang around and become customers, but they won’t know how to do that if you don’t show them. Be sure to place calls-to-action on every blog you post. These CTAs can be anything from an offer for a whitepaper or eBook, to a video showing with tips and tricks for using your product or service, to special discounts. Without these, you’ll have no reason to contact your visitors, and that means you’ll never get the chance to turn those visitors into leads. Without leads, you’ll have zero sales.
But what does this mean?
Your call-to-action guides visitors to a landing page where they fill in information to receive whatever it is you’re offering. Let’s revisit our editing services company from the first point. Say that editor develops a pre-publishing checklist for authors to help prepare manuscripts for submission. The call-to-action should let readers know exactly what they can expect from the checklist—get them excited about the information. That CTA should then be placed on any relevant page on the website, including—or especially—the blog. Any future blogs about editing, preparing manuscripts for publishing, what publishers are looking for, etc. should feature the CTA to keep readers engaged and give you a reason to reach out.
This is a lot for any small business owner to remember, and not everyone has the time to learn how to create value in business blogs. There is no shame in seeking help, whether it’s a professional writer for your blogs, an SEO specialist for keyword help, or designers for stellar CTAs. Just don’t try to squeak by without these things. Your blog won’t be worth your time.
Image credit: freedigitalphotos.net/graur razvan ionut