Creating a blog is difficult.
Developing a blog strategy that drives organic traffic to your site and that converts to dollars is even more complex, especially in today’s Google climate where AI and machine learning fuels the algorithm that pairs search results to queries.
First things first, you need to be honest with yourself when it comes to why you want your brand’s website to have a blog. Sure, they educate your customers, help define your mission and voice, help control your online reputation management, and they can also set you up to be your industry’s thought leader.
But any savvy business that understands the power of a good blog will admit that the number one objective for investing in ongoing, fresh content is to increase revenue.
If your blog isn’t attracting buyers and converting them into customers, then it is the skinny, puny guy who failed to make the cut to the roster. After all, there is a reason why NFL and NBA training camps measure how far athletes can extend their reach on a measuring board.
Statistics show the greater the reach, the more points you will likely score. The same is true for content marketing, be it the messaging in your blog, or on your main web pages. If your content has poor reach, your organic conversions will reflect the dismal analytics.
This article will give up some valuable tips from one of the best Los Angeles SEO agencies offering growth generation through marketing stacks and strategic blogs designed to attract the right traffic that converts into sales.
Let’s Get Clear: What is Content Marketing?
If you are a savvy individual and you hear someone in a meeting say, “content marketing”, you may roll your eyes as you would if someone were to say, “evergreen” or “content is king”.
In today’s age, “content marketing” has become a term chalked down to a buzzword said to make people sound like they know what they are talking about, when they really have no clue.
Most people will tell you that content marketing comes with a set of best practices and is created to market your products. But in order to create content that generates sales, you need to look at content marketing with much wider lenses.
The main point of content marketing is to attract consumer audiences that are interested in what you have to say.
That said, a successful blog will speak less from the sales side, and more to educating the buyer so they can find a solution to their need.
This means you need to take a step back and develop buyer personas before creating a blog strategy. Interview your sales team, go through emails, and send out surveys to learn intimate details about the members of your consumer audience.
Then segment them, and use their groups as roadmaps for creating content that will attract, delight and convert.
Bulk Up Your Blogs with Strong Keywords
First, let’s define what a strong keyword is. You may think powerful keywords are those with the highest search volume.
After all, if you can rank your blog on page one of Google with those high search volume keywords like “men’s jackets” or “water bottles”, you will get more clicks, and more clicks lead to more sales, right?
When you use broad keywords, you attract tons of clicks from poor audience targeting.
Would you rather get 50,000 clicks to your website and 100 sales, or would you rather use a keyword targeting your ideal customers that gives you 1000 clicks with 500 sales?
Ranking for those high search volume keywords is fine, but this shouldn’t be a near-future goal.
Once you rank for search phrases that provide context, then you can begin adorning contextual sustenance to those broad terms. But this is another strategy, for another time.
Your blog should target keywords like “men’s size M motorcycle jackets” or “size M blue leather motorcycle jackets”. Then add context from a pain point.
hat are some of the common challenges shoppers face in buying the perfect motorcycle jacket? Breathability? True fit? Thickness? Stitching? Leather quality?
Go back to your buyer personas, do a little social listening around Facebook, and find out what those pain points are. Then write blogs with titles that speak to the problem, use the right keywords, and reveal your product as the buyer’s ultimate solution.
Add a CTA at the End of Each Blog
You can’t expect people to go to your site navigation after spending five to 10 minutes reading a blog, hunt for their product, and make a purchase.
We live in an era where instant gratification must be met. That said, create an attractive graphical, well-branded CTA that takes readers to a simple one-page checkout with immediate access to the featured product in the blog, and similar products.
But your steroid-induced blog doesn’t stop working for you there. What about those abandoned carts?
Now we may be traipsing away from the “blog strategy”, but your goal is to make money, so this is relevant.
Make sure you have a marketing automation system in place that captures lead information, and emails these people with carefully crafted messaging that nurtures them back into the funnel and to their shopping cart.
Organizations miss out on thousands of dollars each year by not remarketing to abandon cart shoppers, and, though not part of a blog strategy, your goal is to increase sales, so making it part of your blog strategy and identifying it as such will only help you beef up your efforts and hit those revenue goals.
Use the Cluster Model
A blog cluster model is when you write a set number of blogs addressed to each buyer persona. Within each cluster, every blog has a unique title, addressing a specific problem or question, and it links to another blog with similar and relevant content.
Additionally, each blog will link to a pillar page. Pillar pages are web pages on your site that you are pushing to rank. Generally, these are the home page or primary product pages.
The cluster model works well in attracting organic traffic because, from an SEO standpoint, Google loves structured content.
Human readers also love structured content, especially when they can find additional information relevant to their topic from just one click away.
The cluster model helps oxygenate your blog; it provides circulation from page to page, and distributes search juice creating a hefty, growth generating content hub.
Your Blog Steroids are in the Approach
Let’s conclude by looping back to the approach: understanding your buyers. Everything you do in building a blog, from keyword research to backlinks, and from internal linking strategies to using CTAs; knowing your buyers is everything when engineering a growth generating blog.
If you want a blog that actually generates business growth, you need to know your buyer personas, and how they consume information.
Every piece of the strategy must be rooted in this approach, and once you dial your customers in, you can make it rain green!