Your Prescription for Healthier Content
Your business blog is one of the most important aspects of your marketing plan. If you’re like many other small to medium-sized business owners, however, you probably don’t spend as much time as you should with your content. Let’s look at the reasons you might not blog as often as you should:
- Lack of time
- Lack of writing skill
- Lack of understanding
These may be valid reasons to avoid blogging, but they’re also valid reasons to learn as much about your content strategy as possible. Before you can justify the time or the money you may have to spend outsourcing your content, you must first understand why it’s so important. Consider these reasons your blog is one of the most important parts of your marketing plan as a whole.
- Position yourself as an expert
- Create more pages for Google indexing
- Provide more search terms for Google searching
- Hook visitors and turn them into leads
- Turn leads into customers
Inbound marketing experts HubSpot says businesses with blogs receive up to 55% more website visitors. They also say 57% of businesses that blog have acquired a customer through their efforts. With these statistics, how could you give anything less than the best to your content strategy?
Start with a Content Calendar
If you’re just now realizing you’ve let your content strategy go over the past few months, it’s time to get your blog back in shape. Your first step is to create a content calendar. This will force you to consider the topics you want to cover on your blog. Start with general information and sprinkle those topics throughout the month. Then choose some more in-depth topics to cover and place those in among your broad subjects. Finally, consider some information that may turn those visitors into leads.
Another important aspect of your content calendar is your keywords. These are how people will find you. Make sure to use targeted keywords as well as long-tail phrases. The difference between these might be New York City sedan service as a targeted keyword and which is best New York City sedan service as your long-tail keyword.
Your content calendar should focus on one purpose, and that purpose is up to you. Do you want to sell your products and services? Do you want to answer your potential customers’ questions? Do you want to provide relief for your clients’ pain points? Whatever your goal, be sure your content calendar is formed to meet that goal. This becomes your plan and puts you closer to better blog health.
Write for Your Customers
You do want to position yourself as an expert in your field, but you’ll do yourself no favors by talking only about your company. Your clients want to know what you can do for them, and that might even mean suggesting other companies. No, you don’t want to write a whole blog about your competitors, but you may include companies that complement yours. For instance, the New York City sedan service from the previous section may want to include the hottest East Village restaurants or a tour of Long Island wineries on the site. Not only do they give clients a reason to use their services, they also show customers just how well they understand their market. Readers will appreciate the additional information about the area, the tips on the latest and greatest restaurants, and most of all, a limousine blog that doesn’t only talk about limousines.
Keep Up Quality
If you can’t provide new information with your blogs, there’s not much reason to maintain one. Your content should always be fresh, focus on previously untapped information, or at least expound upon other articles out there. Simply recycling someone else’s restaurant blog for your own website does nothing to help your clients. In fact, it could hurt you when Google decides you don’t provide quality content.
It’s not easy to generate new stories every time you blog, but it is important. If you need to study your competitors to determine what they’re NOT talking about, go right ahead. Fill in the holes. Take the information to the next level. Provide your own thoughts. By covering the same old thing, you’ll never be able to prove your own knowledge of your products or services.
Include a Call-to-Action
If you’ve done all these things and still see no results, you may be missing this important step. When readers are finished reading a blog, they may want even more information. A call-to-action gives them that option. Provide offers for your services, videos about your products, discounts on products, white papers with studies about your programs… The list goes on. Your call-to-action gives customers the chance to learn more about you, and it gives you a chance to learn more about your customer.
When someone converts from a reader to a lead with one of your calls-to-action, you’ll know for sure your blog is in good shape. For the highest possible conversion rates, keep every aspect of your content strategy healthy. Regular content check-ups are never a bad thing.