In order to attract your tribe to you, consistent content marketing is a must.
Blogging is a very important part of that overall content marketing strategy, as it provides the opportunity to demonstrate your expertise while also sharing information that is truly helpful to the tribe you serve.
In order to use blogging to attract your tribe to you (and thus execute successful inbound marketing processes), blogging must be done strategically, as with everything else.
Here are 10 tips that can help you maximize the potential of your blog in order to generate the best results possible with your inbound marketing campaigns - and attract your clients to you.
Publish content that is truly helpful to your audience. Blogging for the sake of blogging is useless. In order for it to generate results, its needs to speak to your audience and help solve a problem that they have. It needs to be truly useful to them right then – no strings attached.
Blog not only about what your audience needs (above) but what they want to hear. You may well have a wealth of knowledge about what you know your audience truly needs. However, they may not actually realize yet that they need that information. So, in addition to sharing what they need to know, share content that they want to know. For example….while they may not need a good laugh, perhaps that’s just what they want. There can be a fine line here. Spend some time really listening to your audience online to see what information they are seeking out and what questions they are asking. Only they will you be able to distinguish the difference – and it’s important to offer both.
Create content that sets you apart as the expert you are. Embrace the fact that you are the expert – with a team of expert employees at your disposal. Draw on the experts in your organization to create content that demonstrates the high level of varied expertise you have within your business. Don’t be cocky about it….and of course don’t refer to yourselves as “gurus” or even as the experts that you are. Share your knowledge in an attempt to help those who need it, and your credibility will continuously increase.
Write about what you know and love best. You know what you do best. And…you love what you do. So, craft content that highlights what you know and why you love it. Remember what’s at the core of your organization – the why that’s driving you to succeed. Remember why you love what you do, and share your knowledge in such a way that your audience can experience your passion through you words. Make it meaningful. If it’s meaningful to you, it will be meaningful to your audience.
Use your blogs to link to other pages within your website (including other blogs). Linking to other pages within your sites serves several different purposes. It increases pageviews, which increases your visiblity with Google. It also prolongs the time that visitors stay on your site (also increases your visibility with Google). The longer you can keep a visitor on your website, the better. The more they find out about you through your blogs and other content on your site, the more opportunity they will have to realize how truly valuable your products or services are, and the higher the probability that you’ll be able to convert those visitors into leads and then into customers.
Use keywords in your blogs. Keywords are so very important, and they should be used in many ways in all of your blogs. First, you should have an overaching keyword phrase that lets readers (and search engines) know what your blog is about. In addition to this primary keyword phrase, using keywords as anchor text within your blog also allows you to link to relevent information (say in antother blog) and tell your visitors what they’ll be reading if they click there. You should also use keywords in the alt tags that you use to name your images. Google can’t read images, but it can read text. So, instead of 1694u30d8.jpg, give Google something meaningful to read.
Ensure that your blogs are keyword optimized. This is important because it tells both your audience and the search engines what your blog is about. Ideally, you want to use long-tail keywords (meaning more specific keyword phrases) to be used as those over-aching keyword phrases described above. These will help you increase your visibility faster and will more directly identify exactly how your blog can be of benefit to readers. In order to keyword optimize your blog, you’ll want to make sure that you the keyword in your title, meta description and URL if possible. You’ll want to repeat it a few times in the blog – but not too frequently and in a natural way. Do NOT flood your blog with keywords. This is unappealing to readers and it’s like SPAM for Google.
Include calls to action in your blogs. Calls to action provide your readers with an opportunity to access valuable information that they need and/or want. It presents them with exposure to this helpful information without being pushy or overly promotional in your efforts. Creating a call to action button that goes at the end of your blog, for example, can drive readers to a landing page where they can gain access to something that’s very beneficial to them. The form on the landing page then converts them into leads that can be nurtured over time.
Publish blogs on a consistent basis. You should aim for weekly blog posts at minimum, and more would be even better. Why? More blogs provide you with more of an opportunity to offer value to your audience. They also provide you with the potential for more keywords visibility, more pageviews, increased rankings, and increased leads being generated. Delegate to members of your team so the burden of writing does not fall on one person. Remember, you’re writing about what you know and love as well as what your audience needs and wants, so have fun and write away. If you need ideas, here are some tips for generating blog content when you don’t know what to write.
Share your blogs. Writing blogs alone won’t get you too far. You need to share your blogs to increase the likelihood that visitors will actually come to your site and read them. So, create social content with links back to your blog, and share that on a variety of social channels – Facebook, Twitter, LinkedIn, ,etc. Post links to your blog on your Google My Business page. Share your blog in online groups with which you engage. Basically, get the word out. The more links pointing back to your blog, the better. More links mean more visibility (with your audience and with Google), more traffic, more benefit to your audience, more leads, higher conversions and more customers. It’s a win-win.