By now you've probably heard the phrase "content is king", right? With all the algorithm updates Google has released over the last six years, one thing has never changed. Google loves to index fresh content. Content marketing is a great strategy for finding and engaging loyal customers - and it's becoming increasingly popular, with 90 % of customers preferring to find out about a brand through content rather than adverts. But just 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 said that these techniques not are the most important factors for a good 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, you convert some of them into regular visitors and attract new visitors at the same time. The real goal of content marketing is to get your visitors to do something you want them to do. For example, that they sign up for your newsletter or visit your website to buy your products and services. However, this begs the question: What is "interesting" content? Many people get it all wrong when it comes to blog content. Too much self-promotion is the quickest way to get a reader to click the back button
Choose topics that interest your readers
What you publish depends on your company's industry. Ask yourself what your website is about. And then put yourself in the reader's 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 any services, you could write about how to get the best out of the service you offer or how to carry out preventative maintenance so it doesn't happen again Another idea is to create a buyer's guide. These are practical tips that many consumers and customers will find useful. They also give you authority in your industry.
- List-type articles. Most people love lists. Publish articles like "the top 3 most energy efficient double glazed windows" or "the season's favourite hairstyles for women in their 20s" etc. You can also publish the ten worst lists, just to give you a few ideas.
Look at many of the list-type items on the internet and you'll notice 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. This allows you to show specifically why your company is better than your competitors.
The trick is to choose a suitable comparison and then emphasise where your company is better.
- Answer frequently asked questions - Do you find that customers ask the same questions over and over again? Then it makes sense to create a blog that answers them.
Instead of explaining it over and over, you can post a link to your blog post on your social networks and direct your customers to where they can find other good information.
- Video contributions, also called "vlogs" - Do you own a smartphone or a video camera? Consider starting your own "how to" series on topics related to your industry. Post your videos on a dedicated YouTube channel, add them to your written blog posts and promote them through your social media channels.
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 would find interesting, even if the topic is not directly related to your products or services. The tone of your blog content is also important. It's not just what you say, but how you say it. For some businesses, such as a landscaper, a casual "write as you speak" tone is best.
If you're giving tips for a greener lawn, you should probably write in a more "neighbourly" tone. For other industries, such as legal services, a more professional tone is probably more appropriate - but again, it all depends on your target audience. There is, however, one exception to this rule. For many smaller businesses, where you are the 'face' of your own company, it's also important that your readers get a feel for this, who you are. In this case, you are aiming for a more "intimate" relationship with your blog so that people can identify with you more easily - which will help build your personal brand.
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 - 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 eventually lose its readership.
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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