Do you ever feel like giving up on your business blog because it’s not providing you desired results? Want to know what you can do to improve results? You’ve come to the right place.
Follow these 5 key steps to take the level of impact of your blog posts make from meh to magnificent.
1. Identify Conversion Goals
For a large number of businesses, ranging from startups to industry giants, blogs are the undisputed workhorses of their digital marketing strategy. When done correctly – a great blog can help attract an audience, create brand awareness, build a reputation, and gain customer trust.
Why are you investing so much time, effort, and money in content creation and blog management?
Conversion goals can be different for every company depending on their business model as well as on the goal for which the content was created.
For some businesses, conversions mean sales, whereas for others it may be subscriptions, filling out a form, or as simple as getting more clicks or shares.
Companies may also have multiple conversion goals or different short-term and long-term goals. This is what Kathryn Aragon, former editor of The Daily Egg, says about them:
Identifying your conversion goals will help you optimize your posts to achieve the desired results. It’ll also help the content writer that’s writing the posts for you.
2. Make Sure the Posts are Interesting and Useful
Great blog posts shouldn’t be too salesy or overly self-promotional. Rather, they should address the pain points of your audience; answer their questions, fulfill their needs, and resolve their problems.
You may feel tempted to join the bandwagon of creating clickbait content to increase traffic, but it is not worth the effort. While such content will get you lots of clicks and drastically increase traffic, the number of qualified leads would be lower than what you’d get with relevant content.
A blog post that is read by 50 people out of which 40 gets converted is better and more valuable than a blog post with gets 400 visits but only 10 conversions.
Here are some tried and tested tips for killer blog posts that will help you pull a bigger, more relevant crowd:
- Write crisp and catchy headlines.
- Connect with people by addressing their pain points and tell stories – make sure your content adds value.
- Leave your reader with something to think about and some practical tips to follow.
In his book, Contagious – Why Things Catch On, the University of Pennsylvania professor and marketing expert, Jonah Berger, talks about why things get viral. He identified 6 key factors that lead to viral sharing. They are:
- Social Currency
- Practical value
Here’s how a guest blogger on Jeff Bullas’ blog summarized the concepts:
If you are unable to get it right, it is better to delegate writing to a professional content writing service.
3. Have Clear Calls To Action (CTAs)
You have created an interesting and valuable blog post on a topic that you know your target audience will love. Great!
You have successfully brought people to your blog.
You surely don’t want them to just read the post and go away; there must be something you want them to do. Ask for it!
Want the readers to provide contact details, download an eBook, subscribe to your blog or simply share your post?
Use simple and targeted calls-to-action to guide your readers to the next step.
You lose hundreds (if not thousands) of conversion opportunities every time you publish a post without a CTA. No matter how amazing your post is, people are not going to make any extra effort to convert – you have to make conversion easy, obvious, and natural for them.
CTAs are powerful tools without which your blog posts will not add value to your business. Strong and effective CTAs are:
- Short, clear, and actionable
- Targeted to your goal
- Create a sense of urgency
- Used strategically in the content
Here’s an example from Martha Stewart’s blog. See how clearly she tells her readers what she wants them to do after reading the post:
At HubSpot, they use multiple CTAs throughout blog posts. For example, in this post on Waterfall Methodology, there are two calls-to-action, one after the introduction and the second at the end.
Take a look at how the digital marketing expert Ann Handley utilizes the power of CTAs:
4. Spread the Word – Promote Where Your Audience Is Most Active
In the world of content marketing, writing and publishing great blog posts is not enough.
No matter how great your ideas are, how beautifully you have put them into words, or how frequently you are writing, there’s no point of doing it if you are not able to get your content to the right people.
You cannot expect your blog posts to go viral without any promotional efforts. It is your responsibility to reach out to your target audience and encourage them to engage them with your content.
When it comes to content promotion, using the right platform(s) is unequivocally important. Reach out to your audience where they are most active; this is why content marketing experts place a lot of emphasis on knowing your audience.
Promoting on the wrong platform is similar to not promoting at all. Find out if your audience is more active on social media or if email is the best way to reach them. Submitting your blog posts to online communities and forums is another great way to spread the word.
When done right, promotion can help you:
- Increase brand visibility
- Increase traffic to your blog
- Increase engagement and chances of conversion
- Increase ROI
See how Rand Fishkin has made sure that everyone who visits his Twitter learns about his book:
And Seth Godin makes sure that his followers do not miss out any of his blog posts:
5. Add Social Share Buttons
Social share buttons broaden the reach of your blog posts. They increase the chances that people who like your post will share it with their friends and colleagues.
Let’s say, you are a reader. You found a well-written blog post with some great statistics, facts, or ideas. You may even want to share it with your friends, family, or colleagues. You would be more inclined to if there are social share buttons clearly visible on the post because you’d know that it would only take a click or two.
But, if there are no social media buttons, you will have to copy the link, go to your social media account, paste it, write something, and then post it. Will you make this extra effort?
No way Jose!
People are busy and they are often multi-tasking when they’re on the internet. They won’t bother making an extra effort for something that’s not necessary.
Make sharing easier for them!
Here are a few examples to show that even the big companies add social share buttons on their blog posts:
At HubSpot, they don’t want to take a risk, so they provide social media share buttons on the side as well as at the end of every blog:
All business owners and marketers want their blog posts to bring in loads of traffic and conversions. But, in reality, this remains a dream for many.
While it is true that you cannot expect every blog post to go viral and provide the desired results, if most of your blog posts fail to bring the desired results then it is time to ask yourself – what are you doing wrong?
Review and analyze each and every step of your content marketing strategy to identify if there are any loopholes and if you are following the steps and tips that we have discussed. If you consistently follow these guidelines, you will notice improvements. If you are having any difficulty, get help from a reliable content writing service like Content Development Pros.
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