What is the right content for your blog?
Your marketing aims to develop new leads for your business. You need those leads to build your business and achieve the growth targets you’ve set. As part of a content-led marketing strategy, your blog is a major part of the content you produce and it is important that it performs. The question is: what are you talking about and what is the right content for your blog?
Your blog is there to do 4 things:
- Increase your SEO performance so the search engines rank you higher than your competitors.
- Attract more visitors to your website, via SEO or through the posts you put on social media about the blog articles.
- Demonstrate your knowledge about the topics you write about.
- Help website visitors decide to contact you and add themselves to your sales pipeline
So what should be in your blog if you are to have content that does some, or all, of these?
Problem solving content
Content that helps viewers to solve problems will put you in a powerful position. Whilst this sounds almost counter-productive (surely you want them to pay you to solve their problems), let’s look at why this is a good thing…
1. It shows that you have the knowledge and expertise to help if they want you to help in the future. Just because you help them now doesn’t mean they are looking to resolve this issue every time it appears.
2. They may have a go at fixing the issue, but if they don’t have the skills, they will need someone to help. If you have helped them get so far, they are highly likely to come to you to finish things off.
3. They may have another supplier in place, but they are unsure about them and so looking for others who look like they have the skills they are looking for.
Content about what is new to the market/sector
There is always something new out there; it doesn’t matter what you do. E.g. the technology market is always changing, so reviews of latest products (and how they help the user) are always good. Within learning and development, there are new approaches or techniques. In marketing, there are new ways to share your content or curate others.
By talking within your blog about how these can help your target audience, you are demonstrating your understand them and their needs.
Your opinions on the latest news
The main news at the moment rarely moves off one particular topic (the B word). Sometimes they do talk about other topics; topics that are within your areas of expertise. By writing about this, its impact and how people can benefit/avoid/make the most of/solve whatever the topic is, you are again demonstrating your expertise.
Ever so often something happens within your business that is worth sharing with your audience. They aren’t likely to care when you recruit a new receptionist or replace an engineer, but adding a new Regional Director, because you’re expanding into new territories could be interesting. Perhaps the reader is a frequent visitor to your site, but has never been in touch because you don’t operate near them – until now.
A major breakthrough or a project that saved a significant amount for a client (what is a significant amount for your target audience?) is worth talking about, but it may be better to try and get this news out via publications with bigger readerships ( I know a number of very good PR firms, if you need some assistance in this area) so that the announcement gets seen by more people.
When looking at the right content for your blog, news about your business, I’m afraid, comes bottom of the pile, with a few exceptions. Why? Because your target audience are more interested in understanding how you can help them.
By publishing the right content for your blog, it is far more likely to be read and acted upon. If it answers a popular question, it is highly likely to rank well (an article on one of my client’s websites has ranked No.1 for a particular popular search term and now generates 37% of their traffic. It gets more visits than the home page.
We hope this helps.