You have a great product, and you’re starting to learn how to market it. You’ve launched a contemporary site on the perfect inbound marketing platform, similarly known as a content management system (CMS), and you’re feeling pretty good about yourself. As you should!! But what now? All the rave is about blogging, blogging, blogging, and content, content, content.
The higher the volume and the better the content of your inbound blog, the more viewership you will receive. But just like any other long-term project, the most difficult part is getting started. Here, we provide you with a few tips on getting you off the tarmac, and then keeping yourself in the air.
How an Inbound Blog Will Help Your Viewership
Your website is probably what, 8 pages? Which is standard — you actually don’t want too many more than that to avoid confusing your clientele and throwing too much at them at once. Those pages are commonly known as interior pages, and they’re ones that don’t require updating too often.
Your inbound blog posts however 1) add more opportunity for indexed posts and 2) provide regular updates for your website. This is great because then someone like Google knows (may as well be referred to as a person at this point) that they need to regularly check your website to collect the new information. And the more information you add via your blog, the more for Google to identify you by, making you easier to find. They send tons of little bugs throughout your website to collect keywords and other content-based data that can do a lot to increase your chances of conversions.
How to Design Your First Post
The content on the first post of your inbound blog shouldn’t be what’s on your “About Us” page or even really be relevant toward your product information. The most popular posts on this fad we call the internet at the “how-to”. Chances are, you aren’t the only one offering your product; and if you are, that’s even better.
The first iota of information you want to offer your clientele is how your product can best help them. This may include its versatility, durability, its relevance to other industries, etc. It really doesn’t matter what your product is, as long as you can explain why it’s more useful than any of the competition’s. And, as your product evolves, you can build on the topic to create what’s called a compounding blog, and it’s perfect for drawing viewers.
Know Who You’re Writing For
You know your product well enough by now and have most likely conducted the adequate market research to know who your audience and consumers are. This is invaluable information because it dictates how you should write your content. In the digital marketing world, we call this process identifying your buyer’s persona.
This includes vital data including age, sex, marital status, income, and a number of other variables that allow you to predict the buying and selling cycle for your product. So, as much as possible, your blog should reflect those ideals. Again, this is something you can build on because once you determine the population that’s willing to trade you their money, you can find out what their primary questions are. You can then tailor a number of your posts to answering their questions, making both your product and your website an invaluable resource.
Keyword and Content Development
Before writing high volumes of content for your new inbound blog, you need to focus in on the keywords that you think people will be looking for, specifically relating to your business and/or product. This needs to include a certain amount of research, starting with:
- Seeing what your competitors are using
- Searching various keywords to see what leads to the type of website you’re aiming for
- Interacting with local forums and social media to see what’s hot
- Using different analytic tools to see how popular the keywords are that you’ve chosen
Optimizing your website for Google searches is an animal that’s very difficult to tame. Search engines tend to change their tactics on how they identify what is quality content on a website versus what is trash, so that’s why maintaining a regular schedule to post on your inbound blog is a must. If you have the resources to do so, you should delegate topics and timings throughout your staff to make sure it happens. And, if it’s just you, there are a number of tools you can use to help you regulate and save time.
To An End…
You want the first posts of your inbound blog to be content that your prospects need to know. How-to guides, the why and when things happen relating to your business. Don’t start with “why our product is great” — that’s just unbecoming. But “why our product will help you more than any other” is a good direction you want to move toward.
What’s stopping you from starting your blog to help drive your inbound viewership? Have you noticed an increase since you’ve starting posting, and what suggestions do you have for new business’ for better success?