There’s good reason paid streaming services like Netflix and Spotify are so successful: People hate ads, and they want content on-demand.
Gone are the days where companies can demand absolute attention from viewers (though many still try their darnedest). Doing that today is a surefire way to drive distance between a brand and its ideal customers.
Enter content marketing. The 21st century has paved the way for company blogs to provide relevant content for potential clients to find and engage with — a sort of subtle way to advertise without being preachy or distracting.
Getting A Blog ‘Just Right’
But it’s not as easy as it sounds. Getting an ROI on your blog takes some clever handiwork. Here are some of the insider secrets:
1. Plan beforehand.
Before you do anything else, figure out who your ideal audience is. Develop three personas for your ideal client, and define what these people need, want, and like.
From there, you can come up with a list of blogging topics that these clients will likely look for while searching online.
Finally, don’t start writing until you know exactly what you want your brand to sound like. Do you want to be funny? Quirky? Serious? Once you know the tone you want to achieve, you can start moving forward.
2. Write regularly.
Develop a posting schedule. You can post once a week, twice a month, once a month; it really doesn’t matter in the beginning. What does matter is that you adhere to a reasonable schedule. This will ensure you give your blog the attention it deserves and shows everyone your blog is a reliable source of steady, quality information. If they see you’ve posted once a week for the last year, they’ll know they can come back next week for another post.
Once you have a topic picked out, you’ll need to write it so it will rank better on Google and other search engines. To do this, pick out a keyword your ideal client will search for, then naturally work that word or phrase into your copy. But don’t overdo it! Google’s smart; if it sees you’ve inserted your keyword into every sentence, you’ll get penalized.
When a customer is online, your copy is your brand. Just as you wouldn’t go to a client meeting with mustard stains on your blazer, you don’t want your blog post riddled with typos. Careful editing shows potential clients you’re serious about your work, and you’re willing to go the distance to provide them with quality services and products.
Give your blog legs by giving it exposure. Promote your blog on social media and in your company’s email newsletter. To give your readers a hand, include share buttons inside your post so that your visitors can quickly share with their friends on social media.
You’re not done after publishing and promoting. Check on the performance of each blog post to see how many views and shares it receives. Using this information, you can determine which topics perform well and which perform poorly. This should guide you as you pick out future topics.
Need a hand? Poetica Marketing works closely with your company to develop original, engaging content that fits with your brand. Contact us (412-522-0647 or firstname.lastname@example.org) to learn how we can help you succeed with content marketing.