Content marketing is one of the best ways to connect with customers and secure more sales. How often do you go to a website to look at the product selection and immediately leave? Odds are, not often. The same can be said for your target audience.
Consumers want longer, more interactive experiences with companies. Blog content is an excellent way to keep existing customers engaged while building trust with new visitors that land on your website for the first time. But creating great blog content isn’t always easy. Business leaders need to consider a variety of factors when developing their content marketing strategy.
Understand Your Readers
The first step to writing compelling content is understanding your audience. You can’t have a successful blog without readers. This step will require some research, but it’s an investment that will help you maximize the long-term value of your blog.
If you haven’t created segments for your audience, now is a perfect time. Look at your website’s products and services, and figure out the personality traits, demographics, pain points and goals of a person buying each product.
Even brands selling virtually identical items will see slight variations in their segments. For instance, a website selling gardening products would establish separate profiles for people who want to grow fruit or vegetables. Of course, they could create a third segment for people interested in growing both.
The key to creating excellent blog content is to write posts that appeal to all your audience segments. Research social media interactions, Google Analytics data and customer feedback to learn about your readers’ goals and needs. Use this information to create blog topics that appeal to as many readers as possible. If posts resonate with your readers, you’ll see more engagement and conversions.
Make Navigating Seamless
You can take your valuable content and make it even more powerful by connecting it to similar posts. When a reader visits your blog, they will click hyperlinks within the text if there’s something that catches their attention. Take this opportunity to guide readers to other helpful pieces of content on your blog.
Navigation should be seamless for visitors as they click from one page to the next. Ensure that readers can find what they are looking for, and you can bet that each post will be that much more impactful.
We also recommend adding a search bar to your blog. Sometimes, a visitor will come to your website and know exactly what they need. Instead of having them click through pages of posts, subtopics, or hyperlinks, you can help them get to the right place with a search bar.
When it comes to creating effective content, the way people travel from one piece to the next plays a significant role in the process. Keep navigation in mind as you publish new articles on your blog.
Personalization has fundamentally changed the way businesses interact with their customers. Instead of showing everyone the same exact promotions and content, we can diversify our content marketing efforts based on the customer segments mentioned earlier.
If you know what kind of content your readers want, you can create it. But if you know what each person wants to see based on how they interact with your site, you can create brand new experiences for each individual that makes it to your site.
Imagine you have a website that specializes in antiques. You can now set your website up to look at what products or content a reader has viewed and offer relevant promotions and posts. So, if someone was looking at a bunch of posts about antique rocking chairs from the 1920s, you can show them featured content from your blog with the keywords 1920s and rocking chairs.
Adding personalization to your company blog can make a big difference in how users engage with your post. Showing relevant content means users are more likely to stick around, which could lead to an email signup, purchase or more time on your website. Regardless of the outcome, personalization ensures that the reader has more reasons to stay on your blog.
Finally, you can improve the effectiveness of your blog content by taking requests from readers. You may be surprised how many people will put in suggestions for specific topics that didn’t cross your mind.
The best part about taking requests is you can put up a contact form on your blog in just a couple of seconds. Ask users to request topic ideas, and pick the category where it would fit. Now, when it comes time to plan your content calendar, you’ll have a list of ideas submitted by your dedicated readers.
Look through the topics and find the ones with the most requests first. As you start publishing customer requests, you’ll begin to see more engagement as users come back to see what you wrote. You’ll also notice more diverse suggestions coming in as you cover new topics.
Publishing powerful content is about a lot more than the words you choose to write. Your audience is the No. 1 deciding factor in your success. Turn to them as your blog evolves so you can continue publishing relevant content that gets your business big results.