Blogs Should be Foundational for Your Marketing Strategy
Creating a blog has evolved over the years into a powerful digital marketing tool that helps you provide value to your potential customers and connect with the audience you’re targeting.
The effective use of blogs today has shifted its focus to the customer.
Creating a blog becomes part of a bigger overall content strategy that adds value to members of the target audience, establishing your brand as an expert resource in your industry.
Consider the last time you wanted information about a product or service. Undoubtedly, you plugged your question into the Google search bar. The same factors that influenced the results that came up for your search are also impacting how your company fares when someone searches for your product or service, and blogs are one of the ways to improve your results.
Every time you create a blog post, it registers with a separate URL, improving your Google ranking. You can further improve your ranking with the inclusion of strategic keywords and using topics that are highly relevant to your audience. Here are some basic steps for creating a blog that improves your Google search ranking:
Identify a list of keywords. You might think you know the keywords people use to search for your product or service, but doing some research through Google Analytics can provide clear-cut information about the best keywords to use. You may be surprised by some of the results.
Use longtail keywords. For instance, you will want to avoid a keyword like “blogging” and instead choose one that may have fewer competitors, such as, “reasons for blogging.” You’ll not only rank better, but more accurately target the audience you’re wanting to engage.
Produce high-quality content. Great keywords can’t make up for content that is poorly-executed, covers irrelevant topics or never addresses anything new in the industry. Invest time and creative energy into your content creation so that it supports your overall marketing goals.
Leverage your best content. If you discover that a particular blog really resonates with your audience, find multiple ways to repurpose it. Repost it on a variety of social media platforms, create infographic and video versions of the content and use it as a springboard to other highly-relevant topics.
Use Google Analytics to find out what’s working and refine as necessary. Creating a blog has a learning curve, and you’ll need to do some trial-and-error to find out what types of posts generate a response from your target audience. Through Google Analytics, you can find out which blogs led a visitor to browse your product inventory, or if a blog was shared multiple times on a social media site.
Creating a blog is just one part of a complete marketing strategy. To get started with yours, set up an appointment with SJC Marketing. We look forward to an opportunity to sit down over a good cup of coffee and hear about your goals for your company.