At first glance, blogging may appear to be an outdated marketing tactic. However, when considered in the context of a comprehensive inbound marketing strategy, blogging is as crucial and valuable for your business as it’s ever been.
The Ever-Changing Digital Landscape
Google’s algorithms are updated on a regular basis to benefit everyone, including businesses seeking to be discovered online. Blogs that succeed in gaining new business contacts and building brand recognition adhering to Google’s advances and staying in line with current search engine optimisation (SEO) standards are those that have evolved to do so.
Although it may appear daunting to stay up to speed, it is critical not to overlook that these changes are extremely beneficial. The aim of Google’s billion+ users is for them to receive answers to their queries that are both helpful and trustworthy. Inbound marketing aims to attract consumers in a non-intrusive, helpful manner while also assisting your company. With each upgrade, Google Search’s goals and the goals of any successful inbound marketing strategy become more aligned, benefitting both you and your blog’s visitors.
Re-evaluating THE ROLE OF YOUR BUSINESS’s BLOG
Share, Don’t Sell
When conducting a search query, people aren’t looking for gated content or a sales pitch—they’re seeking information and solutions to their challenges. Google’s algorithm enables any source, including your business, to reach consumers by providing them with good answers. The more effectively you respond to your target audience’s queries—that is, the more you reply with knowledge, authority, and trustworthiness—the more likely you are to show up when they search.
Users who come to your blog via search queries are probably unfamiliar with your company and brand. As a result, when we take a step back to assess where your blog fits into your overall content plan, it should be written for customers in the awareness stage of their purchase journey. At this point, your blog serves as an excellent platform for demonstrating your product or service knowledge and enthusiasm, demonstrating that you understand your consumers’ goals and problems, and providing them with useful information that fosters familiarity and trust with your brand and voice.
The goal is to make your blog a valuable resource for people, which will increase the probability that they will return frequently. To do so, you must write each article with the intention of providing your readers with the knowledge they desire rather than simply offering them what you want them to know.
Strategies for a PRODUCTIVE BLOG
Link Deliberately
You must provide original, useful content that addresses your visitors’ search queries better than your competitors in order to position your blog as a resource for customers in the awareness stage of their purchase journey. You’ll have a higher chance of showing up on the first page of their search results if you give them better answers than your rivals.
Linking is an essential component of SEO, which improves the chances that your articles will be found. Internal links, which take readers to other parts of your site or additional material, and external links, which lead to websites you do not own, are both possible. Your audience’s confidence is earned rather than guaranteed.
In addition, external links are beneficial for SEO purposes. They will not only aid in the development of your site’s visibility; they may also be used to support your primary concepts and claims. External links can help you build trust with your audience by connecting them to authoritative outside sources. Linking to your site is crucial, but other sites linking to yours, also known as link building or backlinking, is just as important—if not more so. There are numerous ways to build links; however, it takes time. Creating high-quality content that provides answers for those who have similar questions will enhance the likelihood that your post
In this post, I’ll explain why internal links are still important and how they help your visitors navigate around your site and go through their buyer’s journey. Internal connections are as essential as ever since you must be able to trust your readers to be able to discover the information they need when they’re ready for it on your site. This method is best used when the target audience is already familiar with the company and what you offer. Providing them with easy, transparent site navigation and well-planned user pathways might improve this technique. In the end, no matter how you connect internally or externally, linking for the sake of it will only backfire; your links should always be designed.
Only Suggest Relevant Actions
A call to action (CTA) is a hidden link on your site that encourages visitors to take relevant actions or next steps. CTAs are most effective at the conversion stage of the buyer’s journey when the aim is to assist consumers to move from leads into paying customers. However, as you may recall, blog articles should be written for users in
Writing a high-quality blog article takes time, effort, and care. Many bloggers have a tendency to include CTAs at the end of their articles that promote or sell their goods and services in order to try to justify their efforts. Users in the awareness stage, on the other hand, are not receptive to sales pitches. Instead, they are seeking additional relevant information to educate them on issues that interest them. The best way to meet this aim is to direct your visitors to a related blog article, ungated guide, case study, ebook, or pillar page on your site. These CTAs may be placed throughout your post in small amounts.
It’s often found at the bottom of a blog post in a sales section that says, “Please contact us,” “find out more about us,” or “visit our homepage.” However, instead of linking to your contact page, about page, or homepage simply because these pages are clear in your site’s navigation and do not add value for visitors seeking information about a specific topic, it is not advised to link to them.
The greatest way to get a new visitor to your company’s website is by using the CTA “Subscribe to our blog.” Users must supply their email addresses in order to subscribe, giving you long-term organic traffic and followers of your blog while helping them become regular visitors. A person could be more inclined to convert after reading a blog post if the tone of your voice is compatible with their beliefs. Each blog post will help them become more familiar with your brand and voice, increasing the likelihood that they will move forward to conversion when they are ready.
