Blogging may be the cure for what ails your business.
More than 60% of companies say that generating website traffic and business leads is one of their top marketing challenges. But companies that blog 11x or more a month get 3x as much traffic and 4x as many leads than those who do not, according to blogging frequency benchmarks.
Even if you don’t publish as frequently as top-performing sites, steady blogging does pay off. Consistently producing quality blog posts pleases search engines and prospects alike. Search engines prize consistency while readers appreciate relevance. Good blogging is consistent, credible and relevant.
Don’t expect instant results, even if you start with a lot of content. Quality matters as much—if not more—than quantity.
Review these blogging basics for businesses before beginning to start stronger and benefit faster.
1. Select your subjects.
Before you dive right in, you must first assess your strengths, weaknesses, threats, and opportunities. Then you will know where you want to grow. This will help guide your blog post topics.
The last thing you want to do is create content just for the sake of creating content. The content that is created should be relevant to your business or industry.
Not only are relevant blog posts great for bringing traffic to your site, but they also add value to your current customer’s experience. Good posts provide customers and prospects with news that they can use to make sound business decisions.
If they find the content useful, prospects will likely come back. They might even reach out to your company if they are interested in the service you are providing. Existing customers may expand their relationships as well.
2. Design for mobile.
Having great writing for your blog will be important. But presenting it on a user-friendly website will be just as vital. If your site is laid out nicely, visitors are more likely to look around and engage with your content.
One area that companies struggle with in regards to their websites is that their pages are not responsive. A web page should adapt seamlessly. That is, it should be responsive to whatever device it is being viewed from, whether it be a smartphone, tablet or desktop computer for example. This is highly important when you think about the numerous devices and the different screen sizes of the devices that your readers use every day.
3. Focus on readers.
Now that we have discussed what should be in your posts, how often they should be done and where they should be published, let’s address how to get the initial wave of people to your blog.
When writing posts, consider how your target consumer may search for the kind of information you are providing. Once you have established this, you will want to focus your blog posts on a few major keywords. This is crucial for SEO because Google’s bot will analyze your blog and decipher what it is about in order to use that information to help place it in search results.
4. Encourage engagement.
The traffic coming into your website through organic searches is considered inbound traffic. Determining how you will capitalize on a visitor’s interest in advance will help you identify more reasons for them to return to your blog.
Plan posts around related topics and commit to including links to similar content on your site. You want your customers and potential leads engaging with your content as much as possible.
5. Identify your data points.
If blogging drives business, then data drives blogging. Knowing what works best will help you create a more effective blog for your business.
With all of the proper metrics in motion, you can utilize the data collected to figure out telling factors like:
- Where your leads are geographically located;
- How many page visits it takes to convert a visitor to a lead or a lead to a customer;
- What pages people visit the most often;
- How your website traffic changes over time (increases or decreases); and
- Which topics or blog post seem to attract the most readers.
Configure your analytics before you start blogging so that you can optimize results when you do.
Analyzing your data, posting to your blog consistently, and ensuring that your posts are presented nicely, will help you increase your website traffic and generate more leads.
Now that you know these blogging basics, you can use them to grow your company.
Be consistent. Be credible. Get found.
About the Author
Derek Minich recently graduated from the University of North Florida with a B.B.A in Marketing and a B.S in Psychology. His primary areas of interest are marketing analytics and marketing research. When Derek is not learning and apply his marketing skills, he goes on hikes with his dog Gunner.