Blogs are one of the most effective ways to increase your brand awareness and attract high-quality leads. Blogs can help you strengthen your campaign in several ways, including:
- Increased visibility
- Improved user experience
- Increased SEO
- Greater traffic
- Increased leads and conversions
Research shows that companies who publish blogs on their website and social media channels generate up to 67 per cent more leads in a given month than companies who don’t post blogs. (DemandMetric). According to a 2019 HubSpot report, marketers who focused heavily on blog content received 13 times greater return-on-investment (ROI) than companies who did not. (HubSpot)
Evidence shows that creating and publishing blogs across your channels promotes significant growth for your business. Here we have outlined some helpful tips and tools to boost your blogs’ performance, in turn increasing your SEO, ROI, and lead generation.
Define and Refine your Strategy
Your blog content must serve a purpose. How will readers benefit from reading your blog? What problems does your blog highlight, and what solutions does it offer? Blogs are a means to an end. They should deliver reliable, valuable information to the reader in a way that motivates them to move further along your marketing funnel.
Collaborate across your departments to identify how you can effectively speak to your audience in a way that makes them want to engage with your business. Begin by identifying your target audience. For example, you might identify your target audience by age, gender, job, location, or another demographic. Write with your target audience’s wants and needs in mind.
Many people make the mistake of trying to sound intelligent or highly academic in their blog posts to impress the reader. The truth is that if your writing sounds too ‘academic’, you can deter readers. Understand the type of audience for whom you’re writing. Some will appreciate more in-depth academic posts, but most prefer simplicity.
Writing with simplicity can be just as challenging as writing academically. It requires that you write with concise and easy-to-digest language, without ‘talking down’ to the reader. Higher readability scores improve the user experience (UX). According to the Content Marketing Institute, ‘the gold standard of readability for business communication is grade eight or lower.’ (ContentMarketingInstitute)
You can increase your blog’s readability with the following tips:
- Use shorter sentences – try to avoid long, run-on sentences
- Break up paragraphs into three to five sentences at a time
- Get to the point
One more tip – proofread! Grammatical errors in your writing demonstrate carelessness and a lack of professionalism.
Update Old Content
Go through your older content and update it. If facts are out-of-date, replace them with the latest information. If ideas in a blog no longer reflect your views or goals, change them. If you have found better links and services to help your audience, replace the old with the new ones you’ve found.
Keep these tips in mind if you want to repost old content. Repurposing content can help you boost traffic and leads. (NeilPatel) Remember, anything you repost needs a fresh touch!
Use Relevant Keywords
Relevant keywords are an absolute must. Keywords improve your ranking in organic search pages. When people have a need and go to Google for answers, you want to show up on the first page as a solution. For example, if someone wants a pair of work boots, they would type ‘work boots’ into Google’s search bar. You can increase your ranking on search engine results pages (SERPs) by adding high-quality, relevant keywords throughout your blog posts.
While it is important to not stuff keywords into your content, you can still afford to use your keywords multiple times throughout your content. If a natural opportunity to use a keyword arises, take it!
Long-tail keywords can help you rank even higher on SERPs. As the name implies, long-tail keywords are longer than a standard keyword. This type of keyword can narrow a search. For example, if someone wants to find a product or service in their local area, they might add specific details to their search. Examples of long-tail keywords include ‘second-hand cars in Bristol’ or ‘contemporary art-deco furniture’.
Create Evergreen Content
When you create new content, try to make it evergreen. Evergreen content is content that is always relevant and valuable. Examples of evergreen content include lists and ‘how-to’ posts. Product reviews, user instructions, and historical posts will always be valuable. (Semrush)
Use Compelling Titles and Headlines
The title of your blog post is your reader’s first point of contact with your content. Your blog title should be compelling and alluring. It should inform the reader about what the content is and what they can expect to learn. ‘How To Cook Lasagna’ is a simple yet effective headline. It tells the reader precisely what lies within the blog.
Headings and subheadings are essential. They help you break your blog into smaller pieces and make it easier for the audience to digest your content.
Blogs are one of the most powerful tools in your marketing arsenal. If you are publishing blog posts, make sure to follow the above tips and advice. By optimising your blog quality, you increase your likelihood of attracting high-quality leads and loyal customers.