Learn how implementing scheduled, well-researched content for your customer base not only increases traffic and conversion but adds to brand value and memberships.
Let me frame an all-too-familiar scene that has now become commonplace to seemingly every “Online Strategy” for businesses both small and large.
Corporate Head: “So, we just spent all this money on a new website – why aren’t we getting more traffic. Or new business for that matter?”
Computer Guy: “Ahhh yeah. We said that a re-design alone wouldn’t solve the issue. We need to focus on SEO and Blog Posts.”
Corporate Head: “Well get going! Go make a post today!”
Computer Guy: “Ok, Do you have any ideas for a Blog Post?”
Corporate Head: “I dunno – just write something and post it so we can get some traffic at least. Once we get more business from the site we can afford to spend time (i.e. Money) on the blog”
To compete on any level in a digital environment – more needs to be done than the Inconsistent Blog Post, which a majority of the time is either copy and pasted from another site and then edited just enough to call it your own, or simply paid for. This scenario is perpetuated by poor assumptions made by both, the figurative “Corporate Head” and “Computer Guy”.
The Corporate Head is under the assumption that by throwing money at good design and being accessible on each device it will result in an increase of traffic, and produce an overabundance of leads and sales.
The Computer Guy’s job is to manage the Company Network & Wifi, maintain the EMail Server, help troubleshoot user hardware issues, develop the Website – and now is being asked to come up with original Blog Post ideas to generate traffic and sales.
These are unreasonable expectations to put on a small IT team (if you even have one) and an unbelievably flawed view of a proper online strategy.
Brainstorm, Plan, and Implement
Frequent, consistent, and relevant content will always win
Gone are the days of reactive posting in hopes of it generating traffic. The first step to implementing a value-based content delivery system is to ensure that your feed is steady and consistent. According to the Pew Research Center, 88% of online Americans say the Internet plays a role in their daily routines. We know that the vast majority of Americans form daily routines around the internet.
By setting up a quota of posts per month, you’re allowing your site the opportunity to be indexed more efficiently and with greater frequency by Google and other search engines.
So what’s a good rule of thumb to gain the trust of followers, and increase viewership?
Bare Minimum Guidelines
- 16 Blog Posts a month
- 1,300 Words or Above
- Keyword Focused
So how does this translate in terms of traffic and overall site exposure? Just look at the numbers:
Add charts from here: https://blog.hubspot.com/marketing/blogging-frequency-benchmarks
After you’ve established a workflow for writing your posts you must stay vigilant with your posting consistency. This is just as crucial of a step to maintain if you post 5 times in a week and only once the next – you’re not allowing an opportunity for a potential customer to form a habit with your content.
53% of Internet users say they do more of certain everyday activities simply because they can do them on the Internet. By posting nearly every other day provides optimum traffic, and has proven to allow for the best conversion rates. This is due to customers forming a habit and by establishing yourself as an authority within your industry – and most importantly; providing relevant value-based content.
It’s more than just producing content that’s relative to your industry, you should be able to educate your customer base – for free. This is the same reason you wouldn’t watch a local weather anchor that only provided weather analysis for Guam for the summer of 2014. You watch the local weather, daily, for relevant and consistent reporting. That same logic should be applied directly to every business’s online strategy. The companies that do; win.
The easiest place to begin is to think big and work your way down. Start asking yourself questions about your industry or company:
- Is there a specific problem or controversy surrounding an aspect within your industry?
- Are there any new advances or technologies that have emerged within your industry?
- Have you developed a new process internally – maybe it could apply to other industries?
There is always something to write about since there is always something going on in your industry – that’s the whole point you’re in business, right?
Helpful Resources to write
It’s not always easy to produce content – here is some help
- Plan your blog post by choosing a topic, creating an outline, conducting research, and checking facts.
- Craft a headline that is both informative and will capture readers’ attention.
- Compelling titles and introductions make your readers want to read your post right away. Wishpond contributor James Scherer says, “recent studies show that while 80% of people will read headline copy, only 20% will read the rest. This is the hidden importance of great titles, and why getting them right is so vital to a successful blog.”
- Choose your audience or niche
- Good corporate blog posts are targeted to a particular audience. So, before you start developing content, decide who you are selling to and what you are selling.
- If you are selling to decision-makers in the publishing industry, write a blog post that targets their specific needs. If you are a web developer, try to make the content professional but not too technical because you want buyers to know the benefits of using your services.
- The H2 Real Estate blog does a great job of developing content that helps potential homeowners learn more about the community where the available homes are located since this is usually an important issue for homeowners.
- Be useful and Informative
- You want to educate your reader. If your posts are useful and informative, you will receive a steady stream of repeat traffic. As you develop content, ask yourself “do I find this useful or informative? Will the reader find this useful or informative?” These two questions should always serve as your guide.
- Huffington Post contributor Roger Bryan writes, in his article ‘Informative, Interesting, Relevant: Three Rules for Creating Quality Content in Digital Marketing’:
- The content should provide valuable and useful information to the reader. It should teach them at least one or two things or answer at least one question they have. This can be adjusted depending on where the content will be published (such as a blog, website, or social media) and what the main purpose of the content is. The information can range from general information like you might find in a blog post, to strategic information like you might find on a website or in an ad.
- Write your post, either writing a draft in a single session or gradually word on parts of it.
- Use images to enhance your post, improve its flow, add humor, and explain complex topics.
- Edit your blog post. Make sure to avoid repetition, read your post aloud to check its flow, have someone else read it and provide feedback, keep sentences and paragraphs short, don’t be a perfectionist, don’t be afraid to cut out text or adapt your writing last minute.
Pew Research Center