Whether you’re trying to develop your personal brand, find new ways to market your business, or foster more meaningful engagement with your audience, chances are you’ve at least thought about writing a blog.
While it may seem like a lot of work, when done right, a blog can be one of the most impactful ways to spread the word about your business, solidify your brand, and—of course—convert online traffic into sales, sign-ups, or whatever KPI you’re pursuing.
A blog will not only give your company a voice—the real prize is that once indexed in a search engine, a blog will stay there. This means that your blog will continue to drive traffic to your site weeks, months, and in some cases even years after initially posting.
Want to give it a try? We’ve got a few tips to get you started.
The most important and sometimes most evasive requirement of blog writing is that you select a topic that not only aligns with your business, but resonates with your audience!
There are two key steps to selecting impactful topics:
1. Know your audience
Knowing your audience is what builds the foundation of any good blog—trying to create relevant content without first figuring out who you’re talking to is the equivalent of riding a bike without wheels.
Ideally, you should take the time to dive through your Google Analytics and social media analytics. This will not only help you better identify who your target audience is, but it will help you better understand trends that you can repurpose as blog content.
As an added bonus, we suggest using tools like Google Trends to see which search terms are trending on any given day and keyword research
2. Give them content they’ll love
If understanding your target audience shines a light on “who” you want to reach, then providing relevant topics is the “how” to reach them.
Remember, your blog is not an advertisement. Topics that are relevant to your audience won’t always be directly related to your business.
For example, if you own a winery, it may be tempting to write a blog detailing why your Chardonnay is the best in the region. While some people may be interested, most users will view this as an advertisement and click away.
On the other hand, if you wrote a blog post called “Top five meals to pair with Chardonnay” and used it to subtly promote your Chardonnay, you would likely get a lot more traffic.
So your blog is nearly complete and you’re ready to hit publish—first, you should check and make sure you’ve added all the appropriate calls to action (CTAs).
In marketing, a CTA is a tool that helps guide the customer through their journey from awareness to purchase. The right call-to-action is dependent on the supporting mechanisms you have in place for your marketing strategy.
In the winery example above, you might conclude the blog with a call to check out (and buy!) the Chardonnay mentioned throughout the content.
It is important to take the time during this step to consider what your goals are for your post. Your aim could include anything from growing your subscriber base to increasing sales—goal setting will help ensure that you built the perfect call-to-action for your unique needs.
Once you’ve got your blog published, it’s time to share it with the world!
Ideally, if you’ve written a well-crafted post, users will find it organically for weeks, months and even years to come. For example, when users search for “what to pair with Chardonnay,” they will hopefully stumble upon the post from the previous example.
That said, it’s still important to share each post to your existing audience using whatever platforms you have at your disposal.
Got a newsletter? Include your new blog in the next edition!
On Instagram? Consider posting it to your story with a link.
Make sure you adapt your caption for each platform. The same wording that drives a ton of traffic on LinkedIn may not be of any interest to user on Instagram.
If you love the idea of having a blog but hate the idea of having to write it, we’ve got you covered.
We’ve got a team of content creators who can’t wait to write relevant content that will drive traffic to your site and convert readers into customers.
For more information about how we can help you, contact us anytime.