Content marketing is the most significant inbound marketing strategy businesses should invest in. It lets you boost your visibility in the SEPRs, position yourself as an authoritative source of information, and earn your customers’ love. Unfortunately, not everyone understands the importance of blogging. Even though 92% of businesses consider content marketing a significant online asset, only 30% of them have an integrated content strategy.
If you’re lacking one too, here are a few reasons why you should take your blog seriously.
Understanding your market and customer intent
To explain Flywheel’s hosting features, we identified our target personas and then created content specifically for them, such as this landing page for freelancers!
One of the greatest mistakes content marketers make is casting their net too wide. When pursuing your blogging career, you need to know who your target audience is. You need to segment them and determine their age, location, education, experience in the industry, expectations, and the problems they face. This way, you will be able to understand what they really want and create content that resonates with them. Most importantly, you need to track your customers’ engagement with your content to see what forms work and then focus on those types in the long-run.
Optimizing for search engines
Recently, I’ve been reading a lot about the difference between SEO and content marketing. However, there is no need to separate these two aspects of digital marketing, as they go hand in hand. Creating valuable content around your keywords is the most effective way to rank high and drive organic traffic to your site. On the other hand, producing content without optimizing it for search engines is purposeless, as you won’t be able to put it in front of the right audience.
Now, the first rule of content optimization is to create authentic, insightful, educational, and highly engaging posts. Each piece of content you publish on your blog needs to bring value to your target audience. Once your readers see the value your content delivers, they will share it extensively and even link to it. This will boost its online visibility and improve your backlink profile, which is, after all, the main purpose of SEO.
Here are a few quick tips you need to consider when making your content SEO-friendly:
- Instead of exact match keywords, focus on implementing conversational, long-tail keywords that align with the intent of a reader.
- Optimize title tags, meta descriptions, URLs, alt text, headers, and the body of the text for your major keywords.
- Make sure your blog is mobile-friendly. In their recent blog post, the Mindarc digital agency from Sydney emphasizes that simplifying navigation and conducting A/B tests regularly is the backbone of mobile UX.
- Diversify your topics to avoid getting penalized for having duplicate content.
- Link internally to pass the domain authority from popular pages to less authoritative ones.
- Track the performance of your content on search engines constantly.
Boosting customer engagement
For any business, irrespective of your size, customer engagement should be a priority. If planned strategically, your content marketing strategy improves your conversations with your customers, helps you nourish stronger relationships with them, and connects with them on an emotional level.
For example, studies show that long-form, 1500+ word articles perform much better than short ones. Apart from old-school articles, see how other types of content resonate with your target customers, such as infographics, videos, graphs, podcasts, and quizzes. No matter what form of content you focus on, make sure it’s interactive, authentic, and easily digested. And to engage people in conversation on your business’ blog, enable comments and keep asking them for their opinions and insights.
Attracting new customers and retaining them is now more difficult than ever. To get them to choose you over your rivals, you need to position yourself as a credible and authoritative online resource. And this is where your blog posts shine. You should focus on providing actionable tips and discussing industry-specific topics relevant to your readers. Make sure your posts are informative and can help people solve the problems they face. This way, they will be more willing to buy from you, as they will perceive your brand as trustworthy and helpful.
Communicating brand values and mission
To boost brand awareness, you need to create an engaging narrative around your brand, tell its story, and give your customers something they can relate to. That’s where incorporating storytelling with your branding efforts shines.
Blogging gives you the opportunity to develop a unique brand tone and voice and communicate your goals, missions, and core values to your readers. By giving your customers something they can connect with on an emotional level, you will boost their loyalty to it.
Humanizing your brand
This is a screenshot from Flywheel’s About page, where we wanted to show off the real people who make up our brand!
There are thousands of businesses similar to yours in the online world. What really sets you apart from them is the people. Yes, I mean both your staff members and your customers. This is something you cannot afford to ignore. Use your blog to talk about your corporate culture and let your customers meet the people behind your brand. Publishing behind-the-scenes photos on both your blog and social networks is a great way to humanize your brand.
You can write about your customers, too. For example, if you’re a B2B business, why not write success stories about your loyal clients? This is a great way to keep them loyal, as they will be grateful for promoting their brand. On the other hand, by emphasizing how your product or service helped them grow their business, you will build trust among your target customers.
Over to you
Creating quality, relevant, and educative content and publishing it regularly can help your business in multiple ways. Apart from boosting your online exposure, rankings, and traffic, it lets you build a solid brand image and nurture close relationships with your target customers. This is why you need to update and optimize your blog regularly, as well as keep track of the latest industry trends.
Next step: Monetize your blog (this free ebook can help!)
If you’re ready to become a serious blogger and start making money online, you need to monetize your WordPress site. It may sound like a lot of work, but it’s actually easier than you might think to get started. All you need are the right techniques, some tools you trust, and a little creativity (which as a blogger, you’re great at)!