I think we’ve done enough convincing that blogging for businesses, work. We know it does and we see the results in action every single day. But some are still a little uneasy about starting a blog and unsure of the steps to build a successful one.
Blogging is a crucial part of inbound marketing because your company can become a reliable source in the industry, attract new visitors to your website, and also builds SEO juice. If you still aren’t convinced that blogging is for you, keep in mind that B2B marketers who have a blog will attract 67% more leads than companies who don’t, and companies that have prioritized blogging are 13 times more likely to experience a positive return on investment.
While blogs only real cost is time, it’s still a huge commitment. A blog takes planning, resources and effort to provide enough value for an ROI.
The first step in launching a successful blog is identifying your target prospect
Building the foundation for your blog is the most important thing you can do for your business, and that is understanding the customers you’re targeting. To write successfully you need to understand your prospect’s pain points and be the resource that is the solution to all their problems. In this case, your content will be the answer to their questions and concerns.
The first step in achieving this is by creating a fictional character that would be the ideal customer. This helps you understand your customers better and help you tailor your content to their specific needs.
The kind of information you need to collect in order to understand your buyer’s and all of their needs, is by following this persona template:
- Interview customer: This can be over the phone, in person, or over email. This interview is to help you discover what they like about your product or service, what their pain points are, and what kind of topics would help solve their problems.
- Interview your employees: Your employees are in contact with your customers and are a great source to tell you about who your customers are and what they’re looking for.
- Gain important personal information: A simple way of doing this is by asking additional information in the forms they fill out on your website. Asking simple questions that can increase the understanding of your customers will give you insight on what your content should be about, and what kind of person it’ll be aimed at.
Once you have an understanding of who your target audience is, you can start coming up with content ideas for your blog.
You know who you’re writing for, now the next step is finding content that your audience needs.
The way to do this is by starting off with content that stays relevant for years. There are topics that will remain interesting to your customers no matter the date or changes in the industry, and you should start with those.
By doing general topics that are timeless, it’ll help you rank for the main keywords in your industry that are most popular.Targeting fads in your industry will usually only be searched for a small amount of time and won’t rank in the future. You can figure out timeless content by targeting all of your customers pain points, coming up with one main topic and creating content around those main keywords, and making it helpful to their needs. For example, “do’s and don’ts of…”
The next step in your blog foundation is creating a content strategy
The past few steps were about the organization of your blog, but now let’s focus on the strategy for your blog. So prior to launching your blog you need to create an internal strategy for both long term and short term. This has to do with frequency of blogs, what kind of content you’ll be providing, and traffic goals resulting from your launch.
Deciding how often you want to publish blogs has to do with how much time and effort your content marketing team is willing to put into it. But the simple rule of thumb is, the more your blog, the more traffic you’ll receive. Most companies starting off will publish one blog a day, or a few times a week. That’s a pretty decent place to start.
When it comes to planning what kind of content you want to post, it can be a big variation. You can write bulleted posts, ebooks, videos, numerical lists, how to’s, etc. Making your blog diversified will keep your audience entertained and it’ll also give your company insight to what kind of content your audience responds best to.
Deciding what your goals are for when you launch your blog is important for growing your content marketing and keeping track of your blog’s metrics. Creating goals for your blogs doesn’t just mean how much you want to make off it, but the tactics you’ll be doing to make sure that you reach those goals.
These are the steps in creating a powerful foundation and guaranteeing that you have a successful blog launch. People are discovering how valuable blogs can be for a company, and this is how you make content marketing an asset for your business. …