The larger your website is, the more hits from search terms it’ll get. So, for your inbound marketing strategy, building a sound base of blog content is a natural solution to get you found. It’s a vital tool that must be applied properly, because many analytics systems will reject pieces that are blatantly written for purpose of SEO; ie, using keywords over and over or way out of context just for search results. This must be avoided and in doing so executed effectively, since not surprisingly, Business to Business (B2B) companies who create blog content generate 67% more leads than those who don’t. Here are a few tips and ideas on how to optimize your website’s writing to attract more viewership.
Writing Blog Content for Human, But Apply SEO
Search Engine Optimization is the catchphrase that describes enhancing your web page with search terms (keywords) that will be picked up by the Google machine and the like. While this is important so that your marketing strategy gets you found, your blog must also be formed into a piece that people actually want to read. Drawing them onto your site is definitely a plus but in the end, you want conversions; if you can’t keep prospects interested, you won’t very well be able to make a sale. Make sure you’re writing about what’s hip and cool, what the kids call “trending”, then you casually work the keywords in. Don’t force or overuse them, and especially don’t put popular terms that don’t naturally belong just for hits. If you’re trying to sell purple monkey dishwashers, I would avoid content like “Justin Bieber purple monkey dishwashers Deadpool John Wick 2”. I mean, I’m not sure how you would write about purple monkey dishwashers in the first place, but you picked your business!
A Few Questions to Think About When Writing
Putting pen to paper — or fingers to keyboard — is hard enough. But outside of purely just the content, there are a few more considerations when arranging for your strategy.
- Know who you’re writing for. I have a pretty jovial and conversational style, but if I’m writing for a set of political or executive personnel, I might change it. Highlight might, but probably not.
- Know your buyer’s cycle. Is this the right time to publish, and is the blog content going to be seen by the right people? Whether it’s the beginning of the school year, the holidays, or the all-dreaded Valentine’s day, there is always a parabola for sales. Find out when it is, and follow accordingly.
- Offer a reward for reading. Many will offer a free eBook or subscription of some sort. It doesn’t have to be anything fancy, but if you promote, it’ll give your prospects a reason to stick around.
- Don’t oversell. Over-publishing blog content can be as much as a poison to your inbound strategy as under publishing. Even too much Halloween candy gets you sick.
Blending Social Media and Blog Content For The Win
You’ve had a number of people visit your site from your amazingly written blogs, and you’ve even managed a few conversions; you’re on the up and up! But, not everyone is going to find your site by searching those specific keywords provided by your content. It needs to be easy for viewers who dig your stuff to easily spread the word. This is more than just providing easy connections to “share this on twitter” — though that’s a great start. When I say write about what’s trendy, I mean it, but your content has to try and remain relative as time passes. It’s vital your strategy always remains as up-to-date as possible, and keeping previously written posts updated will be all the better for you. Try to keep a balance between the stuff that has a shelf life and the stuff that well, just like my good looks, lasts forever. The easier (and more fun) it is to share your blog content, the more attention you’ll get.
What The Eye Can See vs What it Reads
The little bots Google and other search engines send through your blog content to pick up your SEO-directed keywords also take visuals and graphics into account. It’s black magic, I know. To keep reader attention and draw a higher number of mobile users, applying images wherever possible, yet still effectively, is a huge plus. Even little sketch comics or personable items that will make your reader feel like you’re not just a corporate machine can do a lot to drive traffic.
In a short summary, and hopefully you read the whole article and not this bottom piece, your blog content is a vital tool in your inbound marketing kitbag but it has to be applied effectively. Massage keywords in only where they fit, know your audience and their wants and needs, and pay close attention to format and imagery. Ask yourself, “would this interest me, and would I read it?” At the end of my pieces, I always answer yes. But I’m biased.
Is there any blog you’ve read, or written, that has turned you off of a site? What was it in particular, and what do you really like to see to keep interest?