For the past 15 years, content has become the core of any digital marketing strategy that there is. As well we often hear news of people becoming successful because of their blogs. Some prominent entrepreneurs that have been able to use their blog to scale their companies include Brian Clark, Sunny Lenarduzzi, & Leslie Samuel.
Why are these blogger successful? What recipe did they manage to come up to enchant their readers?
As a rule of thumb, high-quality content is required to turn any heads your way. Otherwise, people aren't likely to pay you any attention. Next, comes the strategy, because to be successful you must plan.
Your blogging strategy will determine if you're able to drive website traffic to your site. This traffic will be your ticket to victory with marketing your business.
So, we've taken the liberty to highlight some tips you could utilize for a more successful inbound marketing campaign.
Creating your Blog Strategy
There's no overnight success in blogging. Words don't magically appear in the comment section. Likes don't thumb themselves up, and shares aren't made by one person. In short, traffic doesn't find its way to your website. Well, not yet anyway, especially if you're still starting. You have to earn website traffic through providing value first. Now here are the ways you to do this.
Goal: Define your mission
The foundation of every successful blog is a clear direction. Whichever niche you belong to, you'll find yourself with this inquiry before you face your audience. What is my blog aiming at all? The degree to which you can answer this will certainly make an impression in the next steps.
- What is my underlying aim for this blog?
Setting an ultimate goal is important. As an example, blogs for charities or foundations are mainly designed to entice us to support, donate or volunteer. Travel blogs have an underlying goal of directing us to an ebook or a travel website. This activity will generate significant traffic- those that will most likely turn into conversions.
- How long will it take to reach this goal?
Never forget to set a timeline along with your goals. Remember that market interests constantly shift just as seasons do. A timeline serves as your calendar, a reminder and motivator rolled into one!
Readers: Define your target audience
Let's say you have your goals ready. Now it's time to filter the population.
Narrow down your target and focus your efforts there. First, go over your goal once again, and determine which division in the market would benefit the most from your product. Be careful in doing this, though, as not everyone in your targeted market resonates with your blog. To set an example, if your aim is to sell an online course in French cuisine, for sure, culinary pops into mind. You'll discover that not everyone in this niche market isn't interested in taking online courses. So your target doesn't turn into a conversion. Remember, conversions only happen when you give an offer your targeted market acts on such as signing up for an online course or downloading your ebook.
- What do I need to know from my audience?
You can only provoke a reaction if you hit the spot. Jotting down the details of your targeted audience is only the first step. Now, learn what their challenges are, what interests them and what they could need (soon). It's about what's in it for them.
Targeting what's needed is the holy grail of any blogging strategy. Make your blog seem like much-needed therapy, a part of their reading routine. Once you get this formula right on your blog, rest assured traffic will continuously flow through your site. Comments and questions will flood your feeds, which is a measure of how effective your blog is at piquing audience's interest. Knowing your audience is the key to developing excellent content.
Points to consider when defining target audience:
- What is their demographics? (age, sex, family background, educational background, etc.)
- What are their challenges?
- What topics interest them?
Content: Create content that supports your goal and audience
Listing your goals is one thing, taking steps to achieve them is another. Don't let go of the momentum. Write and publish content that will promote them. Remember that blogs aren't the ones that directly bring in sales. What they do, rather, is build a following, hook this followings interest and convince them to buy your product or service.
- What kinds of posts to publish?
Create relevant content that answers questions. As mentioned, blogs are only engaging when they satisfy cravings. By relevant, we mean content which is trending too. Topsy and BuzzSumo are useful tools for determining which topics in your niche are trending.
Following your timeline, publish original and striking content that will build excitement for your audience. If you're doing a countdown to a huge event, say a concert, increase the hype every week by blogging about behind the scenes, interviews with producers and with performers.
- When to publish?
For your blogging strategy to be successful, you need to establish a pattern. Never leave your audience hanging by unpredictable postings. A good relationship is built through knowing what to expect.
The content should reflect your goals, and there should be enough posts every week or month to create continuous engagement with your audience. Talk with your team (if you have one) to set an attainable editorial calendar.
Search Engines: Feed search engines with the right keywords
As is always with the virtual world, we have to keep in mind the competition. Search engines are the portals to your blog. Make sure they're thoroughly connected!
Keywords are essential. They help drive traffic to your site. Although traffic isn't the sole measure of effectiveness (conversion are), it does give you a general idea of how well your blog is going. But, don't overdo keywording for your blogging strategy. Rather, focus on context. Finding the right keywords (short-tail and long-tail) are a bit of a hassle if you don't have sufficient knowledge.
Marketing: Choose the right platform and promotion methods
You'll find that after all, your efforts will go to waste if you don't know how to market your blog. You should not rely on SEO strategies alone. Make your blogs authoritative by choosing the right platforms to distribute your products and tapping the right people.
- Where to distribute content?
Have your content published/shared and repurpose your social media accounts and websites. For those who are just starting, this is a great boost to your marketing.
Utilize email marketing by building a mailing list for your target audience. Easy-to-use tools include Mailchimp and Aweber. Create landing pages (Unbounce, Leadpages) where people can subscribe to receive a regular dose of content.
Post in communities where your target audience abounds. In the long run, this is extremely beneficial than getting more views and less conversion.
Do guest blogging. This will help you get more views. Find a blog that holds authority in your niche, and ask if you could write for their site.
Really, as an inbound marketer, you have to try every possible channel.
Also, never be afraid to tap influential people to help with blog promotion. This is a strategy we all must make. Connections mean a lot in every industry.
- How to build these?
Comb sites like Linkedin to find influential people within your niche or those related to it. If I had a fashion blog, I'd also tap people dabbing with makeup or those in the media, etc. Followerwonk is another tool dedicated to comparing Twitter accounts and finding new influencers.
Enhance blogger outreach. Find more influencers and bloggers in the same niche as yours through BuzzStream, BirdSong Analytics, and TwtrLand. Enjoy meeting them.
Make your presence conspicuous by following them too and showing support to their business. You can do this through blog commenting, connecting with them on social media, giving referrals, sending emails or doing reviews. In short, you have to develop a bond. It isn't easy, but it attainable. Upon doing so, you'll be thankful you did. Want to take your blogging to the next level. Consider creating an inbound marketing plan to strategically make content around your ideal customer's pain points.