Blogging is great and it absolutely helps educate and empower consumers. It also helps grow a website’s SEO. Since it is Google’s mission to organize web content, Google loves seeing websites putting out new content.
Blogging can be a fantastic asset to a company, but most companies who blog are not maximizing their blog’s potential. Some essential blogging aspects non marketing gurus forget are keywording, content structuring, and call to actions. These aspects are somewhat overwhelming to take on without proper experience but will drastically improve a blog’s effectiveness. The 3 Best Ways to Improve Your Blog in 2018 are:
The topic of keywords deserves about 1000 different blog posts. What is important to this topic is that every blog post has a unique keyword that it is optimized for. Check out this article on How to optimize for a keyword. Finding the right keyword to optimize for can be difficult. Try and think of what the customers would be Googling and optimize for that. Try not to make it too broad as there will likely be a ton of competition. Hubspot has a great article on long tailed keywords.
Keywording and blogging is valuable but the way to take a blog to the next level is by content structuring. This involves a lot of planning ahead and coordination but is fun and worth it. Content structuring is, essentially, linking numerous related blogs to one mega blog called a pillar page. Each link from a related blog to the pillar page helps tell Google what the page is really about. It also tells Google, since so many pages are pointing to the pillar page it must be really good. The purpose for structuring the blogs in this way is to rank for more difficult keywords.
Sparkinator’s pillar page is B2B Marketing. Without structuring the content in this way the page will never get ranked for B2B marketing. Sparkinator’s blog has built out 30 or so blog posts related to B2B marketing that all point to the B2B marketing pillar page. This drastically improves the odds of getting ranked higher for a tough phrase like B2B marketing, when otherwise, Sparkinator would never be considered. Hubspot has a great article explaining Pillar Pages more thoroughly.
Call to Action
The easiest thing to add to a blog that most companies forget is a call-to-action button. Blogging can be a whole lot more effective if a call-to-action is added. What it does is help convert the readers into leads. Adding something as simple as, “Schedule a Demo to Learn More Now” followed by a phone number, can really help get more leads. Empowering the customer is great but think, what is this blog empowering the customer to do? The answer usually is, pick up the phone and call.
Most blog readers are not ready to buy. That is why they are reading the blog in the first place. They may be in the “tire kicking phase” or as marketers say, the top of the funnel. The top of the funnel prospects are not ready to pick up the phone and make a purchase but they may be interested in learning more about solutions the company offers. Giving these prospects the ability to download a guide to learn more can be extremely valuable to them.
Having a call to action button that says “Download the ultimate guide to…” can be very powerful. In order to get the ultimate guide the prospect needs to give their name, number, email, and whatever else. A sales team can call this prospect up and tailor the conversation to their needs. A guide like this helps educate and empower the prospect further and captures the prospects information.
A lot of companies are not utilizing their blogs to the full potential. The blogs are not getting found by prospects and the prospects that do see them are not converting into leads. It’s a mistake as old as the internet. Creating relevant content is the hard part. Do the finishing touches to blog posts and optimize for keywords, structure the content, and add a call to action!