Business blogging is a great way for your company to indirectly search for visitors/leads towards their website. It is one of the ways businesses use content for as an effective way to regularly publish and promote new content related to their business and industry. It plays a significant part in The Buyer’s Journey, the stages that customers go through leading up to making a purchase. This process is time consuming, but easy. The first thing marketers need to understand is the remarkable content process: plan, create, distribute, and analyze.
1. Plan your content.
Put together a well-documented content strategy. Brainstorm about different topics that your buyer persona will most likely be searching for. Think about what the purpose of this blog is. Always remember, business blogging is all about providing solutions to your potential customers, not selling your product.
2. Think about your buyer persona.
Ask yourself these questions: what does your buyer persona need help with? Who are you trying to reach? Are they visual learners? This will help you understand what kind of format you are going to be using. If they are visual learners, perhaps you could put together an informal, short video.
3. Format and Optimize your post.
• Whitespace is your BEST friend.
• Use section headers, bullets, and numbered lists.
• Bold important information
• Include images
• Optimize your post around the Long-Tail Keyword
People who read blog posts take a 5-minute glance at your blog post to determine whether they will continue reading.
4. Promote your Blogs.
Great ways to promote your blog to increase lead generation would be adding a subscription button so that users can subscribe to your blogs. You could even organize your blogs per category. Or you could add call-to-action freebies such as: “Download Our FREE eBook” or “Sign up for a FREE Course.” It’s also very important to link internally, such as adding hyperlinks to your other blog posts. Finally, don’t forget to share your posts on social media platforms where your customers are mostly active on.
5. Analyze the performance.
Don’t get down on yourself when your results aren’t always there. It’s important to understand what isn’t working so then you can see what works best for your business. The most popular web stats tool to measure your website’s performance is Google Analytics. It’s free, and super easy to use. Over time it will show you how people are finding your blog and most importantly what kind of content your readers are finding valuable.