Non-SEO Strategies to Add More Value on Your Business Blog
“If it doesn’t rank, what good does it do?” — If you do it right, a whole lot
One of the things businesses struggle with the most when trying to develop an online marketing strategy is what to do with their blog. Blogs can be expensive and time-consuming to maintain.
Marketing gurus often tell businesses they need a blog to get organic search traffic. However, many business blogs are ghost towns, generating little to no traffic.
There are many reasons your business should invest in a blog. Having an active blog helps demonstrate to your website visitors that you are still in business and that you’re active online.
The most important way to increase the value of your blog is to start thinking of how you can improve the user experience. Google prioritizes the user experience in its search engine algorithm.
But, you can also do way more with your blog than just use it for SEO purposes.
Serve Existing Customers
Traditionally, businesses use blogs to generate inbound leads. They are a way of attracting new customers.
Using blogs as a part of your content marketing strategy is more complicated than most people realize. Instead of focusing your blog on prospects, you could turn it into a valuable resource for your existing clients.
This has several advantages:
- Many businesses find it easier to write to their existing customers than to strangers.
- You have an excuse to email your customers.
- A customer-focused blog can improve your retention rates.
- A customer-focused blog can help increase sales from existing customers.
- Your blog becomes an added value for your customers instead of a sales gimmick.
If you want to turn your blog into a customer-focused resource, you need to write about specific things your customers are struggling with. It shouldn’t be all about your products or services. It needs to be about solutions to customer problems.
Here are some topics you could use for a customer-focused blog post:
- Answers to commonly asked questions.
- Detailed training posts that walk a customer through using your product.
- Providing a list of outside resources customers can use to help them solve common issues.
- Customer stories about innovative ways they have used your product or service.
- Industry updates and trends.
If you use your blog to benefit your existing clients, you will see more traffic to your website, which can help your search engine ranking. You’ll also build additional trust with your clients. They’ll know that you care about them and not just their money.
Who do you trust? There is so much noise online that it can be hard to figure out who is trustworthy. One way to stand out from the crowd is to become recognized as an authority. You can use your blog to become a trusted authority in your industry.
You’ll need to do more than write a post each week. You’ll also need to link those posts and use the appropriate hashtags on another site or two where your customers congregate.
For B2B companies, sharing links and snippets of blog posts on LinkedIn can help build authority and drive more traffic to your blog.
You can also offer to guest post on prominent, high-traffic websites in your industry. These guest posts shouldn’t be disguised sales pitches. They need to provide valuable information for the audience of the website you’re guest posting on.
You can use your own blog to link out to other trusted sources in your industry. You don’t need to link to competitors, but you can curate content that your customers will find useful.
Building authority isn’t about SEO; it’s about providing value. But improved SEO is often the result of enhanced authority in your niche.
Create New Marketing Assets
Every blog post on your website is a piece of intellectual property. You should do more with these assets besides just posting them to social media occasionally.
You can use your old blog posts to create new marketing assets and new sales funnels.
For example, you could take a set of blog posts on a similar topic and turn them into a free ebook or white paper. You’ll want to edit the posts and update any of the links and information as necessary. You could then give the ebook to prospects who give you their email address.
Other options for using old business blog posts include creating a course or a webinar.
The marketing assets don’t have to be aimed exclusively at potential customers. You could give the ebook or course away to existing customers as a thank you. If there is enough value, you could also create digital products that you charge for.
You don’t have to make the new marketing assets digital. You could also create a physical book or single-issue magazine and distribute them at a conference or as part of a direct response marketing campaign.
You’re only limited by your creativity.
Capture More Leads From Best-Performing Posts
If your business has had a blog for a few years, you may be able to generate more leads from your best-performing posts.
You’ll need to look at your analytics to see which of your blog posts receive the most traffic and have the lowest bounce rates. You can update these posts and include an exclusive, high-value email opt-in that only appears on these posts.
By giving even more value to these prospects, you increase the likelihood of them accepting your offer. When you only use this offer on your best-performing pages, you send a signal to the search engines that people like these pages enough to interact with the page.
Because these posts generate the most traffic, they’re your best chance of getting more of your ideal types of customers onto your email list.
Use Bounce Rate to Better Understand Customers
Even your poor performing blog posts can provide you with valuable information. You can look at your analytics to see which blog posts receive the least traffic and have the highest bounce rates.
These two stats tell you that something about these posts is not resonating with your audience. Figuring out there is a problem with your existing content is the first step in the process of creating content that helps your business.
Get More SEO Juice
While there are many things you can do with your blog besides relying on it for SEO, you can also do a few things to increase the SEO juice you get from your blog.
Some things you can do to improve your blog SEO include:
- Trimming your underperforming blog posts.
- Guest posting with a link in your bio back to a high-quality blog post on your website instead of the about page.
- Cross-posting your best business blog posts on high domain authority platforms, such as LinkedIn or Medium.
- Write valuable, high-quality evergreen content targeting long-tail keywords.
- Link to other blog posts on your site that are on related topics.
Thinking strategically about your blog will help you find even more ways to increase the value it provides your business.