“Creating remarkable content is one of the core components of inbound marketing, and one of the best ways to generate a steady flow of fresh content is by publishing a business blog.”
A blog can be an invaluable business tool – one that provides countless opportunities for you to gain authority and credibility by sharing knowledge and expertise within your industry.
The main ingredient of any inbound marketing plan is content. It’s about content that talks, walks, and thinks like the consumer — and answers every possible question or need they may have. As Content Remains King, having a content marketing stratgey in place needs to be considered.
Content creation helps you arrive at the ultimate goal of providing your users or prospective customers with information and solutions. And all this great content works in support of your Search Engine Optimization. But keep in mind, while the fundamentals of good SEO remain essential, SEO is no longer about just ranking for a few select keywords. You NEED QUALITY CONTENT!
Google may be able to put you in front of people — but it’s up to your content to deliver!
Focus on Quality with Your Blog Content
Knowing which keyword phrases to target for your business is incredibly important. However, keyword phrases consumers now utilize in their searches have become more complex. Modern search engines are now focusing more on topics, rather than single keywords in search results. That being said, if your whole website is relevant to a particular topic, it is much more likely that your web pages will get better rankings for keyword phrases you’d like to target.
Be a thought leader with relevant topics…
Your blog post content needs to be relevant. It needs to offer value and be high-quality to address consumers topics – providing answers or solutions to their questions. So this is a great opportunity for you to be a thought leader in your area of expertise.
Offer interesting and compelling content including solutions and answers to “How-to” or “Why” questions. Doing so can help encourage website visitors to become your customers. This is especially useful if your business focuses on local customers or clients. People LOVE helpful, interesting info which can be shared and Search Engines do too!
Be Consistent With Posting to Your Blog
Extended periods between posts may give the perception that you are out of business – so there goes your credibility!
Reflecting credibility with your content is incredibly important. And as part of your content marketing strategy, blogging can be an effective channel for lead generation. However, frequency matters – especially if blogging is your primary marketing channel. As it is often the case, when folks decide they want to include a blog on their business website, they quickly negate the importance of consistently posting valuable content to it.
Much like the importance of website maintenance, you should be consistent with your blog posts. That means posting to your blog once every six months just isn’t going to cut it!
“Blogging on a regular basis is a great way to keep your website fresh as well as build up your visibility for Google keyword searches. In addition, it is also a good way to build trust in your brand, nurture leads and build your credibility as a subject matter expert.”
Not a Wordsmith or Not Sure Which Topics to Write About?
If you’re not exactly the best wordsmith, you can hire someone to do the posts or content marketing for you. You can also invite guest contributors to share content and posts on your blog. They can be colleagues or other thought leaders in your field who may be more than happy to share their knowledge with your audience.
Keep in mind, Google has cracked down on senseless content, so you want ensure that your post content is relevant and high-quality.
As for which topics to write about, looking at your Google Analytics or Search Console data could be very helpful. By checking in on your site performance you can see which pages folks visit most frequently. And with the Search Console, it gives you an idea of the keyword phrases that may lead folks to your site and or blog post. This provides endless ideas and content targeted to what your customers may be searching for.
Be Sure to Optimize Your Blog Posts
From an SEO standpoint having a steady stream of fresh content is a win-win situation. It’s “nourishmentt” for your blog. And it can keep people coming back for more which is want you want. However, blog posts NEED TO BE OPTIMIZED for maximum visibility. This is where many folks drop the ball. It’s not just about optimizing for Search Engines either. It’s about optimizning for humans!
Imagery can drive engagement so don’t forget to include unique visuals. People like pictures, videos or other visuals so be sure to include those. Not to mention they offer up further opportunites to optimize your post – which you really want to do. Social Sharing icons – don’t forget to include them on your posts! Great content deserves to be shared so be sure you give folks options to do so.
What about those pesky Comments?
Yes, they can offer up opportunities for engagement. Unfortunately having Comments active can also bring out the Trolls and Spam! So If you don’t have someone deidcated to moderate Comments on your posts, then turn them off! You may decide to have them active on a post by post basis.
Blogging as an Invaluable Business Marketing Tool
Blogging can be an invaluable business tool. It helps build credibility, shares information, offers engagement and overall can be a positive reflection of your business. And it works as part on your inbound content marketing efforts. It’s also incredibly important to your audience and the Search Engines alike! It also helps to include hyperlinks to other pages on your website within the copy of the post, as well as a prominent call-to-action.
One last thing to keep in mind – the digital media landscape continues to evolve. Ultimately this means your content marketing strategies may have to adapt to keep up with new trends and technologies amidst increasingly discriminating customers.
Written by Barbara Rogers of Future Primitive Graphics. Graphic Designer and Nature Inspired Art photographer visually enhancing client’s print and digital media. Creatively collaborating with those who genuinely want to make the world a better place.