Blog posts are the cornerstone of any content marketing campaign.
Your blog posts are not just ordinary texts. They are the foundation of your online presence and your content marketing campaign. A good blog post can significantly influence search engines, bring readers to your site, and drive sales through more exposure. That said, blog posts aren't just meant for readers or potential customers. They can also be used as a resource for your sales team and other marketers in your organization — especially when it comes to crafting messaging for social media campaigns, creating ad copy and email outreach templates, or approaching influencers. Blog posts allow you to convey the most effective value propositions of your product or service in a format that can easily be shared and even augment a sales process that typically does not take place online.
Blog posts help your customers get to know your brand.
They allow you to share your expertise, boost your credibility, and add touchpoints to the sales process. They can also be important in developing your brand voice and establishing your business as an authority in a particular niche.
Blogging provides a valuable opportunity to connect with your audience and help them learn more about your company and its products. Use the posts to share your expertise and thought leadership with your readers, inform them about something new you're releasing, or entertain them with "what if" scenarios. As your customers get to know you, they'll feel more comfortable interacting with you and making purchases.
They have the power to transform your business, and they're one of the most effective tools in your arsenal for driving results. But how do you write a blog post that ensures people will share it, read it, and convert it into leads?
For most small businesses, effective blog content will be geared toward an audience of your potential customers who are seeking information related to the problem that you solve. They could be researching a topic purely for informative purposes or doing due diligence on the methods used by one of your competitors.
For example, let's say that an architecture firm has just quoted a job to a prospect, including a line item for "ABC state compliance" for $500. The prospect, not confidently knowledgable on the topic, searches "ABC state compliance" on Google. Your firm happens to have a blog post titled "What is ABC State Compliance?" on your website, so your page shows up in the search results.
In this case, the blog was an extension of the sales process that could bring new leads and even address some of their concerns and objections. The post clearly explains what is required to be compliant and how your firm handles it with expertise. Since the prospect felt like your blog explained it in a way that the other firm's rep didn't, and he sees you do business in his area, he fills in the contact form at the end of the blog page to get a quote from you as well.
Blog posts also let you use keywords naturally, improving searchability.
Blogs can improve your site's searchability and make it easier for people to find the information they need. Although there are limits on the number of words you can use in a post title, there is no limit on the total number of words in a post, which means you can include long keyword-rich text without worrying about character limits.
The freeform style of content that most blogs adhere to allows for using keywords naturally. For example, if you're writing a blog post about email marketing, you could just say "email marketing" in your body copy; instead, phrases like "the benefits of email marketing" incorporate the same keywords with more flow.
Blog posts are good for SEO because they create new links and shareable content.
Blog posts are the way to go if you want to gain more links, new content, and search engine optimization. Developing and publishing blog posts is one of the best ways to drive back organic traffic. The compound effect of consistently posting quality content over time can be tremendous, and doing so will help establish you as an authority in your field.
The more blog posts you create, the more traffic you'll drive back over time, and the higher your ranking in Google search results page by page. It takes time for this to happen, but it's worth the wait.
Solkri Design helps small businesses establish a strong online presence that drives growth with content marketing. If you are looking for help or simply wanting to know more about the process, contact us!