Blogging can offer many SEO benefits and can make your company look like an industry thought leader. It is also an opportunity to be honest and transparent as a company. But, despite all of the benefits, it can be a daunting and overwhelming task for some people. The first questions people ask themselves may be “What do I write about?” or “What type of content will generate traffic to our website?” Both of these are the usual headaches when it comes to blogging and typically results in barely any content or sparingly writing.
Despite certain set backs, there are ways to take on blogging without feeling too overwhelmed by the idea. Sometimes, you may have to start at the beginning and other times you may just want to increase engagement. All in all, here are a few ways that you can take on blogging confidently.
Know Your Audience
Think of blogging as a platform to sell yourself and your knowledge to potential buyers. This starts by knowing who your readers are. If you blog sparingly, use Google Analytics to see the type of traffic coming to your website, including direct visits and any referrals (like social media). If you know who is visiting and reading, you will have a better idea of catering your content.
Another helpful tool is to think about buyer personas and where they are in the buyer’s journey. You should be creating content for all the different stages of the buyer’s journey, but referring to your buyer personas can help with whether the buyer is in the awareness stage or decision stage.
Create Meaningful Content
Don’t create content just for the sake of doing so. Great content leaves a mark on the people who view it. If you make the right impression to the right buyer, it could possibly lead to a conversion. Not only that, content that leaves an impression is more than likely to be engaged with. Views are great, but engagement is even better. Even if it’s a share via social media, acknowledge that share. This helps in building a relationship with a potential buyer or qualified lead.
Don’t Give Up On Archives
Go back and reread your archives and rewrite them if need be. Potential buyers could run into older blogs via search results, so it is important to make sure that the old content is at the same quality as your current content. If you have evergreen content, content that doesn’t date as fast as other content, share that across social media. Some blog posts can even be remade into a video or an infographic. Just because the content is dated, doesn’t mean that it can’t be shared or repurposed.
It’s important to not put all of your eggs into one basket. If you’re still not sure where to start, focus on what’s currently working and build on that. And when it comes to things that aren’t working, focus on what you can control and/or improve. Overall, create content that you know potential buyers would want to read. If you’re interested, they will be too.