The single most critical element of inbound marketing is content. In order to attract visitors to your website, click through on an email, or fill out a form, you’ve got to give them a reason – and a great content offer is certainly one. Here’s the challenge. It needs to be good. That can mean it’s emotional, funny, educational or insightful. What it can’t be is dull, uninformative, or dry.
But for many marketers, simply finding time in the day to sit down and concentrate on writing for the company blog can often be a challenge. Here are six tips that can actually make your frequent blogging something to look forward to.
- Content: Talk about what your customer wants to know. Be sure to make the connection between the features of your products and services and how they can benefit the end user in every article.
- Keep it Short: 500 to 700 words is just about the upper end limit. If you find yourself going way over this limit, break the article into smaller posts and spread them out over time. A blog series can hold a reader’s attention over a longer period.
- Try other media: Writing articles for the company blog is perhaps the most common method and easiest to get started and maintain. But mix is up from time to time and experiment with other forms of content. For example, infographics are a great way to present otherwise boring data in a fun and visual way. And research from GlobalSpec finds that 48% of engineers and technical professionals watch online video for work-related purposes.
- Keywords: Most likely you have optimized your website for certain specific keywords. Use those keywords to develop the theme your blog post. With recent changes in the way that search engines work, it is less important than it once was to use the exact keyword phrase in the content of your posts. The search engines today are smart enough to recognize the context of a search query, and may penalize your ranking for the keyword stuffing. Also keep in mind that branded keywords, such as your company name, are less effective in a blog. Remember, your blog post is not an ad for your business. The purpose of your blog is to provide helpful, relevant information to your readers. Over time your readers will come to appreciate your insights and think of you as an expert and a thought leader in your industry. And if they trust that you know your stuff, they’ll be more likely to buy from you.
- Use Good Photos: One or two high-quality photos are perfect. Shoot your own photos, or find relevant stock photography to illustrate your blog. Illustrations, like charts and graphs can also help make your point.
- Link Content: You earn credibility with readers and points with the search engines when you insert text links within the body of your post to relevant content on your website or elsewhere. Don’t worry about giving someone else a little credit for content they have generated. Your readers will appreciate your even-handed treatment of the subject.