Inzwischen haben Sie wahrscheinlich schon den Satz „Content is King“ gehört, oder? Bei all den Algorithmus-Updates, die Google in den letzten sechs Jahren veröffentlicht hat, hat sich eines nie geändert. Google liebt es, frische Inhalte zu indexieren.
Content marketing is a great strategy for finding and retaining loyal customers - and it's becoming increasingly popular, with 90 % of customers preferring to learn about a brand through content rather than advertising.
But simply knowing that you need excellent content is one thing - actually creating it is quite another.
Just recently, Google made an appeal to website owners regarding the use of SEO techniques. The search engine giant essentially explained that these techniques not are the most important prerequisite for a high ranking in the search results.
The most important factor is that website owners provide their readers with relevant and high-quality information. If you do this, Google will reward you with better rankings in its search engine.
This has given rise to the term Content Marketing which is simply a new name for a very old concept. By publishing interesting and engaging content for your website visitors, a certain percentage of them will become regular visitors, while at the same time attracting new visitors.
The real goal of content marketing is to get your visitors to do something you want them to do. For example, get them to sign up for your newsletter or read your
and buy your products and services.
Das wirft jedoch die Frage auf: Was sind „interessante“ Inhalte?
Viele Leute machen alles falsch, wenn es um Blog-Inhalte geht. Zu viel Eigenwerbung ist der schnellste Weg, um einen Leser dazu zu bringen, auf die Schaltfläche „Zurück“ zu klicken
Choose topics that interest your readers
What you publish depends on the industry in which you operate. Ask yourself what your website is about. And then put yourself in your readers' shoes. What content would they find useful?
Here are some suggestions for your topics:
- "How to" article. If you sell products, you can write articles about how to use these products or how to care for them.
If you offer services, you could write about how to get the most out of the service you offer, or about preventative maintenance to stop this from happening again
Another idea is to create a buying guide. These are practical tips that many consumers and customers will find useful. They also give you authority in your industry.
- List-type articles. Die meisten Menschen lieben Listen. Veröffentlichen Sie Artikel wie „die Top 3 der energieeffizientesten Fenster mit Doppelverglasung“ oder „die beliebtesten Frisuren der Saison für Frauen in ihren 20ern“ usw. Sie können auch die zehn worst lists, just to give you some ideas.
Look at many of the list-type items on the internet and you'll find that they also generate a lot of comments. Some comments will suggest which items are missing from the list (giving you valuable insight), while others will agree with your choices. There's no denying that these lists can generate a lot of interest - and that's a good thing.
- Head-to-head comparisons. Many car magazines pit one car against another in their comparison tests, and you can do the same with your own products or services. In this way, you can show specifically why your company is better than your competitors.
The trick is to choose a suitable comparison and then emphasise the advantages of your company.
- Answer frequently asked questions - Do you notice that customers ask the same questions over and over again? Then it makes sense to create a blog to answer them.
Instead of having to explain it over and over again, you can post a link to your blog post on your social networks and direct customers to where they can find other good information.
- Video contributions, also called "vlogs" - Besitzen Sie ein Smartphone oder eine Videokamera? Überlegen Sie sich, ob Sie eine eigene „How to“-Serie zu Themen aus Ihrer Branche starten wollen. Veröffentlichen Sie Ihre Videos auf einem speziellen YouTube-Kanal, fügen Sie sie zu Ihren schriftlichen Blogbeiträgen hinzu und bewerben Sie sie über Ihre sozialen Medienkanäle.
Know your audience
The best way to engage your audience is to know who your audience is and what kind of profile they have. If you know their profile and have an idea of who your visitors are, you can create content that they will find interesting, even if the topic is not directly related to your products or services.
Auch der Ton Ihrer Blog-Inhalte ist wichtig. Es kommt nicht nur darauf an, was Sie sagen, sondern auch wie Sie es sagen. Für manche Unternehmen, wie z. B. einen Landschaftsgärtner, ist ein lockerer „Schreib, wie du sprichst“-Ton vielleicht am besten geeignet. Tipps, wie man einen grüneren Rasen bekommt, sollten wahrscheinlich in einem eher „nachbarschaftlichen“ Ton geschrieben werden.
For other industries, such as legal services, a more professional tone is probably more appropriate - but again, it all depends on your target audience.
Es gibt jedoch eine Ausnahme von dieser Regel. Für viele kleinere Unternehmen, in denen Sie das „Gesicht“ Ihres eigenen Unternehmens sind, ist es auch wichtig, dass Ihre Leser ein Gefühl dafür bekommen, who you are.
In diesem Fall streben Sie eine „intimere“ Beziehung zu Ihrem Blog an, damit sich die Menschen leichter mit Ihnen identifizieren können – was zum Aufbau Ihrer persönlichen Marke beitragen wird.
Concluding remarks
Blog articles do not exist only from words. Graphics and images help to better visualise your message. Consistency is also key. Updating your blog regularly has many benefits - including better SEO rankings.
Don't be afraid to delegate tasks - you don't have to write ALL of your content yourself. Guest bloggers or even your employees can contribute articles. A blog that isn't updated often will lose its readership over time.
There are many ingredients to creating great content for your blog. We hope that by implementing some of these suggestions, you can create a content recipe for a successful blog that will keep your visitors coming back for more!
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