Blogging is a vital part of your content strategy, which means it needs to be done very effectively to ensure it plays its part in helping grow your business.
Content marketing isn’t about writing long adverts that are meant to look like articles. If you want to attract new clients and grab their attention, you need to produce some interesting and relevant blogs about the topic that is of interest of them.
Why is SEO so important?
The first thing you need to bear in mind is search engine optimisation, or SEO. It’s no good writing a great blog if nobody can read it. This is where keywords come in:
- Keywords need to include popular search terms
- They can be short-tail (a single word or short phrase)
- They can be long-tail (a more detailed search would match these)
However, there will be lots of content out there with popular keywords, which means it is hard to make page one of the search rankings. Since research has shown people seldom look beyond the first page, hitting page one is all-important.
Search engines use algorithms in rankings that take into account many factors. Some of the other elements that make a difference are:
- Relevance: Your content must match the keywords and be of interest to the reader
- Page load-up speed
- Being mobile friendly
- Good backlinks
- Site security
- Good images and videos
What can blog do to move people along the buyer journey?
Good SEO helps get your blog content seen, but once people read it and become aware of you, the next step is to get them into the consideration stage of the buyer journey.
Marketers often refer to the ‘rule of seven’, which notes that the average person needs to engage with a marketing message seven times before making a purchasing decision. For blogs, this means you need people to be sufficiently engaged the first time they read one that they will happily read your next blog too.
What is most important to remember is that this is not about direct selling, but instead telling a compelling story and ultimately outlining in an editorial way how your firm offers the solution to your potential client’s needs.
Written well, a compelling blog can help do that and play a major role in your wider marketing strategy.
How we can help
At BeUniqueness, we can produce optimised blogs that tell your story but also relate what you offer to the needs and concerns of our potential customers. They can help raise awareness and help your future clients begin their buyer journeys.