Have you ever considered blogging the #1 tool to save your online business from failure?
The problem is, you still don't understand the importance of this tool, especially when your website brings enough traffic without any blogs at all.
The logical question you ask:
“Why do I need a blog when traffic is high?”
Try to remember:
- Blogging is the best format to share your message.
- Blogging is the essential part and tool of content marketing.
To succeed, you should consider blogging a part of your marketing strategy. Lee Odden approves:
But how to use blogging for marketing? What tricks to apply for making it on you?
Keep on reading to reveal the secrets of entrepreneurs who successfully use blogging as a part of their content marketing strategy.
1. Learn Your Audience
There is no point to blogging if you don't have a clear picture of whom you're writing and what they want to read. So, before you start blogging, experts recommend learning the audience by creating so-called marketing personas.
Marketing personas will help you give a personality to your readers. Heidi shares the list of questions that help you understand all those people you want to reach with your content:
- What is their demographics?
- What is their lifestyle?
- What are their interests?
- Who does influence their product choices?
- What are their goals?
- Who are they from an emotional perspective?
- What are their past behaviors?
- Why do they interact with your company and your competitors?
- What do they want from your company?
- Where do they look for information about your product category?
- What type of information do they want?
- Where are they when they look for information?
Do you have several audience groups?
Create a marketing persona with unique traits for each of them and consider more than one strategy to reach them.
2. Make Content of High Value
It's a core of every content marketing strategy:
Audiences should read the high-value content regardless its format.
According to Neil, the signs of high-value content are:
- It's actionable: readers should understand how they will implement this information.
- It provides new information: make sure your content has, at least, one or two new facts, tactics, etc. No one wants to read the same stuff over and over.
- It's well-designed and easy to read: make all your blog posts highly readable by picking a large font, clear format, and bright visual elements.
- It shares useful links to data and research: don't forget to cite experts and share links to research you describe in your posts. Readers should know you don't pull your statements out of a hat.
3. Optimize Content Like A Boss
If you follow a step-by-step guide on how to write a blog post, you understand that your content is not ready once you draw a line under final words. You still have a lot of work to do for making it attractive to readers and efficient for your business.
At CoSchedule, Lesley shares a blog writing checklist to consider when optimizing content before publication.
The key aspects are:
- Facilitate consumption:
- a right category
- a cool headline
- an introduction that hooks
- appropriate length
- conclusion with CTA
- awesome featured image
- visual media
2. Optimize it for search:
- plagiarism-free content
- both internal and external links are present
- meta tags
- sharing buttons
- short URLs
- content opens well in all browsers
- metrics for further analysis
Here goes the example of a perfectly optimized blog post. And, as far as you see, optimization does wonders!
If you check Jeff Bullas' post taken for the screenshot, you'll see it's perfectly optimized, following all steps of the above-mentioned checklist.
Make your content easy to read, focus on one keyword and topic, and make sure that readers will associate your blog with your brand.
4. Create Editorial Calendar
With a schedule in place, you will make your content marketing strategy flourish. An editorial calendar will help you structure all blog posts and their publications, keeping you productive and engaged with blogging.
Plus, it can help you attract customers, integrate content offerings, keep your writings relevant and consistent, and manage the process of content creation.
Use your editorial calendar:
- to track the dates of publishing;
- to organize content ideas;
- to assign writers;
- to classify content by format;
- to manage the process of content creation;
- to plan promotion;
- to watch competitors;
- to manage SEO aspects;
- to separate blog posts into categories.
Jeff recommends separating your blog content into three categories when planning editorial calendars:
- Original, aka made directly by you.
- Co-created, aka created together with others.
- Curated, aka created by others but useful for your readers.
It will help you see how your writings interact with the audience and reframe your content marketing strategy accordingly.
5. Plan Promotion
You can write compelling content, you can blog brilliant posts, and you can follow all guides, cheat sheets, checklists, or ultimate guides, but your content means nothing if people don't see it.
To reach a broad audience, make sure you know how you are going to promote your blog posts after publishing.
- Send emails with blogging news to your subscribers.
- Use third-party media to extend the content reach, where appropriate.
Tip: Plan your promotion in advance. Where possible, you can promote it before publishing: for example, you can send teasers to influencers in your niche, asking them to read and share your content if it fits them.
More than a hundred ways to promote your blog post exist. Choose those matching your goals, resources, expectations – and onward and upward!
More tips from entrepreneurs needed? Check the infographic, created by Venngage and shared by Michael Brenner, CEO of Marketing Insider Group. 40+ experts, including Michael himself, give advice on “creating addictive content that people will read, but link back to again and again” ©.
What Is Your First Step to Take Now?
It's essential to know and consider all important parts of your blog strategy for making you blog a successful part of content marketing. Now that you know how to use a blog for connecting with customers, attracting a wider audience, and increasing conversion rates, what will be your first step to take?
Share in the comments!
Emily Johnson is a blog strategist behind OmniPapers Blog. She is a passionate writer sharing her content marketing tips with readers, and she always tries to come up with compelling writing ideas to inspire and motivate others. Check Emily's works here.