July 8, 2019
Did you know that businesses that blog receive 67% more leads on average over those that don't?
If we've said it once we've said it a thousand times: blogging is one of the best ways to generate leads for your business, and improve your rank on Google organically.
Needless to say bloggers perform a crucial task for their marketing departments.
By publishing posts frequently, they provide value to enhance brand recognition and showcase value to one’s audience. However, you must keep in mind that blogging is not so simple as sitting down at your laptop and cranking away. Writing a blog post that converts visitors into leads requires practice and skill. Fortunately, there are a few short cuts.
To increase your rank on Google and stand a chance at being found, you need to create quality content that stands out from the crowd. Let's dive into a few tips to begin writing expert level content for your blog.
This tip may seem obvious but remember that blogging is not simply about boasting about what you do well. You must think of what value this blog post will provide to your audience. Consider your audience’s needs. Does this article help them solve a problem? Or does it provide information essential to their work?
Your blog post must provide value to your audience as otherwise they will become less prone to visit your website in the future. To help you get started, create a list of questions your prospects (or people in your industry) commonly ask. Try to get at least 10 down, the more the merrier because the more questions you have the more blog topics you've just created. If you're strapped for time, hop on to sites like Quora or Reddit to find common questions their members are asking/areas they are looking for advice.
Ultimately, Google's job is to answer questions. The better your blog is at answering real questions the better your chances at ranking.
Visitors to your site may view your website as one of hundreds that answer the problem they have. Unless your business is extremely niche, chances are you're not the only one covering a topic. Give n that, visitors will logically remain skeptical that you are the sole authoritative voice on this issue.
This problem becomes an opportunity if you respond in the right way.
Before writing your next blog post, research what others have written about the topic. Then, consider what new value your blog post would provide. Perhaps you can go deeper on a topic based on your expertise, or provide a more thorough analysis catered to your niche. You also could create a dialogue with another blog post and raise concerns or applications of what others have written. Analyzing another blog post in more depth is one way of going deeper on a topic and one way in which your blog post can achieve expert-level content.
Each blog post you write should be seen as one more voice in a broader conversation rather than just 500 words to say you published something. Aim for 800 words at a minimum, though don't be afraid to get to the 1,500, or even 2,000 word range. This takes a bit of extra time, but it is well worth it as it builds your business a following, gives your website credibility, and signals to Google that you are an authority.
Somewhat related to the above, when writing a new post on your blog it is crucial to provide something unique to the discussion.
While many of the topics out there have been written already, you can still add value by writing something new. The key is that it has to be something new, rather than a copy & paste of what is already written. Why should audience members view your blog? Do you provide information that they have not seen before or do you provide in-depth, comprehensive coverage that supplants the need to go to multiple web pages for information?
The information you provide is vital because it possesses the opportunity to transform your blog from a small pool of customers to an exponentially larger one. This is where really thinking about your personas comes into play: when it comes to this topic what do they care about? What specific problems are they having that your post can help them with?