How to Get it Right Every Time
Company blogs and blog posts have become valuable marketing tools for many savvy marketers. Blog posts are designed to increase trust, generate leads, build brand awareness, and create community. The best company blogs are engaging, deliver value, and align with a company’s business strategy.
It can be a challenge, however, to consistently create valuable and engaging blog content that aligns with a company’s message. Follow these five steps and you’ll get it every time.
1. Nail the Headline
A compelling headline goes a long way to hooking your reader. According to advertising maven, David Ogilvy: “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” And, Wishpond contributor James Scherer says, “recent studies show that while 80% of people will read headline copy, only 20% will read the rest.” A great title is of vital importance to a successful blog post. It truly means the difference between clicked on and clicked past.
2. Know Your Audience
Good blog posts are targeted. Decide who you are hoping to reach and what you are promoting before you start to write.
If you are selling to decision makers in a certain industry, write a blog post that targets their specific needs. If you are a web developer, but your audience is less tech savvy make the content professional but don’t overwhelm with detail. You want buyers to understand, on their terms, the benefits of using your services. Always remember to ask yourself “How will this help them?” when you are writing.
3. Know Your SEO
A great blog post follows basic search engine optimization (SEO) rules: the use of keyword optimized titles, a good keyword ratio, keyword anchor text, and the use of your targeted keywords. Make your content more relevant to targeted search engine users by mastering SEO practices.
4. Create a Call to Action
Always end a blog with something that moves the reader to act. Be careful not to use blog posts to sell, but some call to action is OK (like an opt-in). This will increase your conversions. Often a coupon will encourage customers to go to your website and purchase your product, but make it a soft sell. Remember, your blog is about positioning you as a trusted expert in the industry not about getting the quick sale.
Educate your reader and position yourself as an expert. Useful, informative posts will mean consistent traffic. When developing content, keep in mind if the reader would find it useful or informative. If so, it’s good fodder for a blog post.
Great company blogs are on target with thoughtful content for a specific audience. They provide valuable, optimized SEO content with catchy titles on which readers are compelled to take action. Use these five tips to help you craft great blog posts for your clients and you’ll see higher conversions and greater sales.