Crafting the ideal online presence for your company is much more than a
1-2 step process. From web page spacing and keyword choices to color
schemes and calls-to-action, there are countless individual factors that affect the success of your online marketing… one of which is your content creation, aka blogging.
Optimizing your blogging behavior and content quality is an essential part of generating online leads. No matter how strategically placed your landing pages are, or how refined your SEO strategy is, your business will never realize its full potential for online lead generation without strong and suitable content.
1.) Outline Blog Goals for Your Marketing Strategy
When creating engaging, lead-generating blogging content, it’s best to clearly define your goals, and outline how you’d like that content to affect other areas of your online marketing strategy. What are the intended results of my inbound, blogging efforts?Typically, inbound blogging content aligns with, and promotes, four general areas of your online strategy:
- Your SEO
- Your social media activity and networking
- Your organic search and pay-per-click (PPC) success
- Lead conversion
- The type of content you create will depend on what areas of your marketing strategy you seek the most development; a blog focused on generating contacts will differ from a blog based on pushing existing leads through your sales funnel.
The best, most effective blogs are those designed with clear focus and desired outcomes.
2.) Research, and Writing the Best Content
Along with outlining goals for your blog, researching other articles related to your industry and gaining bearings on direction can bring significant benefits to your own content. Research what works for other sources in your industry, as well as what does not, and use these techniques to improve the ways your format your blogs and present your content.
Do infographics and video blogging tools excel in your industry, or are informative text guides the most practical content format? Researching what works for others in your industry can do wonders in helping drive your own content.
3.) Employ Attention-Grabbing Techniques
In many cases, however, having high quality content won’t be enough to convince targeted users to follow your links and reach your content. In addition to keywords, you blog post titles should maintain some level of attention-grabbing immediacy; a potential reader will determine whether or not to follow your links from a search engine solely by how well that title aligns with their search purpose and if it hooks their attention.
For a better idea of how to tailor your content and engage new readers with your blogging techniques, consider:
- Creating exciting, list-based content, such as “5 Ways to Market Using YouTube,”
or the format of this very blog article. List formats make it easy for readers to gather the main points of your content, and renew engagement with each bullet-point.
- Building resourceful guide pages and link-based blogs
- Q-and-A, or “Ask the Experts” sections, where readers can contact representatives in your company directly
- Providing incentive based on immediacy, humor or enticement
4.) Alignment With CTA’s and Marketing Campaigns
The most effective blogs and company can write are those that align with existing campaigns, call-to-actions or landing page offers. At their best, focused blogs will nurture qualified prospects through your sales process, from first contact to lead, and from lead to customer.
For the best results with your blogging content, unite it with messages and claims from other pages on your website, especially those presented as inbound links in your blog.
5.) Promotion Across All Mediums
Further, generating optimal leads with your blog content will require extensive promotion across virtually all mediums, particularly in social media. The content creation process doesn’t end with having content… you’ve got to make sure potentially interested audiences can find your content.
As these audiences will not reach your content through search engine entries universally, one of the best ways to make sure your pages find the largest audiences possible is through social media promotion, through networks such as Facebook, LinkedIn, YouTube and Instagram. Also consider using your blog content in email marketing techniques, as this helps promote your business as an active resource within your industry, while also keeping existing contacts up-to-date on new offers.
6.) Use Analytics to Optimize Your Blog
As you might expect, any inbound marketing campaign is incomplete without in-depth analytics; making the most of online analytic tools can help you push your blogs to success in ways other techniques can’t.
With online blogging analytics, you can measure the success of your posts in real-time, such as traffic, form completion and lead conversion rates. This allows you to identify areas your blogs are excelling in, as well as weaknesses they may face, such as in poor click-through ratings.
When it comes to optimizing your blogging technique (and larger inbound plan, as a whole), there are no end-all, be-all solutions. For the best results, setting out with clear goals and gaining the right understanding of online lead conversion are often the best ways business owners can find success online.