When people first started to blog, it was mainly done with the purpose of sharing special moments in their lives or their travel experiences. Today, however, blogging has become a much more valuable content medium. Blogging is now an effective way for a business to publish and promote new content related to their business and industry. Business blogging has a two-fold purpose: The first is to attract new visitors and secondly, it helps to convert those visitors into leads. On average Google processes, over 40 thousand search queries every second, which translates to over 3.5 billion searches every day and 1.2 trillion searches per year worldwide. (InternetLiveStats) These search queries come from internet users, strangers, searching the internet for information regarding their problems or queries.
They are looking for answers or solutions to solve their problem. If your blog posts provide those answers they are looking for, those strangers will find your posts, will want to click through and read them, turning them into visitors. In addition, every time you publish a blog post, you are creating a new unique page online. This means you are increasing your chances of ranking in search results, having other websites link to you, and being shared on social media. Your blog also helps you to stand out as being an expert in your industry. The more you blog, the more will people start to look at you as a reliable, trustworthy source of information. And building that trust with your prospects will help to turn them into customers down the line.
5 Best Practices For Blogging
1. Pick A Topic And Title
Yeah, that’s obvious you might think but remember those people searching for information online? In order to attract them to your blog, you need to answer the questions and problems they are searching answers for. Put yourself in their shoes. What are they going to search for? You need to write educational content. When choosing a topic, you must never write about yourself, but about your industry. You are trying to attract strangers who have never heard of your company before, to your blog. If you blog about yourself, they will never find your company through search engines. When picking topics, do keyword research.
Keywords are the words and phrases typed into search engines. They are the topics which people are trying to learn more about. Which keywords are related to your industry? Write about those topics to get found and rank higher in search engines. Make a list of topics that support a specific conversion. In creating your blog, start by creating a working title for your blog post. A working title is something to “work” off of as you begin to write your post. Start with the working title and narrow your topic down to focus on one single angle. Include long-tail keywords in your blog title. A long-tail keyword is a primary keyword and consists usually of two or three words which are expanded.
2. Format And Optimize The Post
When you format and optimize your post, it is easy for both people and search engines to read and understand it. Do not be afraid of whitespace in your blog. Whitespace is the empty space on the page and helps visitors to focus on the content, not the clutter. Do not write long paragraphs that form huge blocks of text as this makes your information look dense and hard to read. Whitespace makes the post more easily digestible, nothing is crammed and though the post might be long, it does not feel overwhelming and hard to read. You can also break up the text of your post by using section headers and bullet or numbered lists to highlight your points.
Bolding important text can help readers quickly understand the key points of the post. Always focus on the wants and needs of your user. Include images to visually break up your text. Images grab attention help your reader understand the post at a glance. Place one at the top of every blog post to entice your readers to read further. Images do not have to directly illustrate what your post is about, but it should be related to your content.
Optimize the blog post for search engines so that they can understand what you are writing about and how trustworthy the content is. Search engines do not read every single word of your post but scan certain parts of your post. To help search engines understand what you want to communicate, optimize the page around you long-tail keyword by placing it on the page and blog title, the image alt-text, body, and headers.
3. Promote Your Offers On Blog
As you attract more and more visitors to your blog, that increased traffic means an increased opportunity to generate leads. It is crucial that you strategically promote the majority of your blogs to corresponding or relevant offers. The goal should be to attract someone and provide content around the topic they are trying to learn more about, then be helpful and offer them a relevant next step. Feature helpful, relevant calls-to-action throughout the post in areas like the sidebar of the blog and at the bottom of the page. In not including CTAs in every post, is a missed opportunity to continue to communicate with visitors. If you do not have relevant CTAs, consider having visitors subscribe to your blog. Lastly, include a CTA at the end of each post. This offer should be relevant to the blog content that a visitor has just read. Your visitor is there to learn something from your blog post, so provide an offer that gives them more educational content to continue learning.
4. Promote Your Blog Post
When you have written your blog post, it is time to promote it. Start by leveraging your website. Use your blog sidebar to promote your recent or most popular posts and add your blog to your primary website navigation. If your blogging platform provides the option, provide a blog feed to relevant pages. Additionally, you should share your blog posts on Social Media. Promote them when you publish and include social sharing buttons at the top of the posts. The content that you published two months ago can always be shared again, as long as it’s still relevant. Just make sure to mix up the verbiage of the social post as opposed to copy and pasting the original post. Promote your posts through email. Send your leads relevant content about their interests or pain points. Include blog posts in your email newsletters. And create a daily, weekly or monthly blog digest for your subscribers.
5. Analyze The Performance Of Your Blog Posts
Analyze the performance of your blog posts to see how you’re doing and where you can improve. Start by looking at the number of views for each blog post. This is a great way to figure out which blog content is performing the best. Knowing what content is popular can help you decide what types of posts to write next. Look at the number of clicks on the CTA at the end of an individual post. Are you converting any qualified leads? Are certain offers performing better than others? Commit yourself to a blogging schedule. The more often you blog, the more
likely you are to get found. The more often you post quality content, the more you will see your blog grow and influence your business.