You've probably heard the phrase „Content is King“ by now, right? With all the algorithm updates Google has released over the past six years, one thing has never changed. Google loves to index fresh content.
Content marketing is a great strategy for attracting and retaining loyal customers – and it’s becoming increasingly popular, as 90% of customers prefer to learn about a brand through content rather than through advertising.
But simply knowing you need excellent content is one thing – actually creating it is quite another.
Only recently, Google issued an appeal to website owners regarding the use of SEO techniques. The search engine giant essentially explained that these techniques not the most important prerequisites for a high ranking in search results are.
The most important factor is that website owners provide their readers with relevant and high-quality information. If you do this, Google will reward you with better rankings in its search engine.
This is where the term Content marketing developed, which is simply a new name for a very old concept. By publishing interesting and engaging content for your website visitors, a certain percentage of them will become regular visitors, whilst at the same time attracting new visitors.
The actual goal of content marketing is to get your visitors to do something that you want them to do. For example, to sign up for your newsletter or your
visit and buy your products and services.
However, this raises the question: What is „interesting“ content?
Many people get it all wrong when it comes to blog content. Too much self-promotion is the fastest way to make a reader click that back button.
Choose topics that interest your readers
What you publish depends on the industry you're in. Ask yourself what your website is about. Then put yourself in your readers' shoes. What content would they find useful?
Here are some suggestions for your topics:
- „How to“ articles. If you sell products, you can write articles about how to use those products or how to care for them.
If you offer services, you could write about how to get the most out of the service you offer or about preventative maintenance to stop something like that from happening again.
Another idea is to create a buyer's guide. These are practical tips that many consumers and customers will find useful. They also establish your authority in your industry.
- Lake-like articles. Most people love lists. Publish articles like „the top 3 most energy-efficient double-glazed windows“ or „the most popular hairstyles of the season for women in their 20s“ etc. You can also use the ten worst Publish a list, just to give you some ideas.
If you look at many of the list-style articles on the internet, you'll notice that they also generate a lot of comments. Some comments offer suggestions for points missing from the list (giving you valuable insights), while others agree with your selection. What's undeniable is that these lists can generate a great deal of interest – and that's a good thing.
- Head-to-head comparisons. Many car magazines pit one car against another in their comparison tests, and you can do the same with your own products or services. This allows you to concretely show why your company is better than your competitors.
The trick is to choose a suitable comparison and then highlight your company's advantages.
- Answer frequently asked questions Do you find that customers keep asking the same questions? Then it makes sense to create a blog where these can be answered.
Instead of having to explain it again and again, you can post a link to your blog post on your social networks and direct customers to where they can also find other good information.
- Video contributions, also known as „vlogs“ Do you own a smartphone or a video camera? Consider starting your own „how-to“ series on topics from your industry. Publish your videos on a dedicated YouTube channel, add them to your written blog posts, and promote them across your social media channels.
Do you know your audience
The best way to appeal to your audience is to know who your audience is and what their profile is like. If you know their profile and have an idea of who your visitors are, you can create content that they will find interesting, even if the topic is not directly related to your products or services.
The tone of your blog content is also important. It's not just about what you say, but also how you say it. For some businesses, such as a landscaper, a relaxed „write as you speak“ tone might be best. Tips on how to get a greener lawn should probably be written in a more „neighbourly“ tone.
For other industries, such as legal services, a more professional tone is likely more appropriate – but again, it all depends on your target audience.
However, there is an exception to this rule. For many smaller companies, where you are the „face“ of your own business, it is also important that your readers get a feel for, Who are you.
In this instance, you are striving for a more „intimate“ relationship with your blog, allowing people to identify with you more easily – which will contribute to building your personal brand.
Concluding remarks
Blog articles don't exist only Out of words. Graphics and images help to illustrate your message better. Consistency is also crucial. Updating your blog regularly has many advantages – including better SEO rankings.
Don't be afraid to delegate tasks – you don't have to write ALL of your content yourself. Guest bloggers or even your employees can contribute articles. A blog that isn't updated often will lose its readership over time.
There are many ingredients to creating great content for your blog. We hope that by implementing some of these suggestions, you'll be able to concoct a content recipe for a successful blog that will keep your visitors coming back for more!
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