BLOGGING. THE FOUNDATION OF YOUR CONTENT MARKETING STRATEGY
Blogs have been around for a while and it is now estimated that there are over a billion blogs out there. So, do you need to blog anymore?
Has the competition for eyeballs become so intense that even with content marketing now becoming more widely understood, many businesses are still struggling with what areas of content marketing they should focus on.
The answer to this question is clear. Blogging should be at the heart of your content marketing strategy because blogs generate more traffic from Google search (on average 60% of a site’s search traffic) than anything else. Blogs will get you more long tail, long term, evergreen traffic than any other format. Good enough reasons?
So, how many blog posts do you need to write? How long do they need to be? What resource should you allocate? What will work for you now and into the future?
14 insights to help you get better results from your blogging and content marketing
- If you are expecting to grow your blog’s direct traffic through social platforms, then think again. Algorithms like on Facebook are really limiting your organic reach They are driving less and less traffic each year and it’s unlikely to improve in the future.
INSIGHT: Prioritise SEO over organic Social Marketing for traffic generation goals.
- Research shows that SEO generates 51% of a blog’s traffic. Social media was in fact the 5th most popular channel.
INSIGHT: Use link building to drive referral traffic not just search engine rankings and don’t forget email – it’s still the killer application it’s always been.
- Google ranks for intent. What this means is that it has shifted from ranking web pages to driving traffic to your content – like your blog! In fact, it is estimated that up to 60% of your SEO traffic goes directly to your blog.
INSIGHT: Get blogging! Read on for tips to improve your blogging.
- Getting results from SEO is getting more competitive because there are more blogs popping up and people are creating tons of content.
INSIGHT: You have no choice but to do the same in your own authentic voice. Try not blog purely for clicks. Use the act of blogging to form views and establish that trusted advisor status you know generates business.
- The above US based research, also shows that on average, those mid-sized companies with a blog now have at least 2 full-time employees or 10 agency equivalents managing their blog.
INSIGHT: Despite this being US research and the spruiked benefits of Marketing Automation, blogging and content marketing requires real effort and investment - you need to take it seriously with using the collective intellectual capabilities of your business if you want to grow.
- Those websites with blogs get 434 percent more indexed pages than websites without blogs, according to HubSpot.
INSIGHT: The more pages you have indexed with Google, the greater the possibility you have in showing up in search engine rankings.
- Additional research would suggest that to achieve page 1 search engine results for your blog, you need on average, a word count of 1,890 words.
INSIGHT: Long form blog content is best for SEO results, so don’t skimp on your effort.
- With blogging, it is a case of the more quality content you create, the higher the chance you’ll have of attracting more visitors.
INSIGHT: Think of your content as magnets. And the more magnets you have, the greater chance of attracting the right customers.
- This is a common question – “Will all this content marketing effort lead to more customers?” The answer to this question is yes – it’s reported that around 24% of customers first find out about the company via their blog.
INSIGHT: It’s great that such a large proportion of customers find out about a company via their blog, however even better is the authority the blog creates between buys and seller, given it’s helpful and consultative nature.
- When a customer interacts with your blog, it builds trust and it’s trust that enables your conversion rates to increase. In fact, someone who’s read your blog is 74% more likely to convert into a customer compared to someone who hasn’t read your blog.
INSIGHT: All businesses understand the need to build trust because trust leads to ongoing mutually beneficial relationships, so the case for blogging goes beyond search engine rankings.
- Customers that come back to your blog before they convert are 3 times more likely to convert over a 2-week period of time.
INSIGHT: The case for re targeting is incredibly strong as is repeat emailing and an insightful connect call. You need to push them to convert.
- Interestingly, some of the biggest traffic gains content marketers are currently getting is from translating their content into multiple languages.
INSIGHT: Even if you currently only operate in local markets, we live in a multi-cultural society, so translating into languages like Chinese, Arabic and Spanish will grow traffic and showcase your ability to customise your offer for all.
- Another opportunity to boost traffic can be achieved by updating old content. Content marketing is about quality and it’s not about cranking out hundreds of articles a month.
INSIGHT: Go back and give those old blogs a facelift – add an infographic, add the latest data/insights, add a new call to action and perhaps a video that expands on certain points within the blog.
- Everyone knows that there is and will continue to be huge growth in video and audio content. Done well they can significantly improve traffic as Google favours content that keeps visitors engaged and on the page for longer.
INSIGHT: You need to focus on creating video and audio-based content that augments your text-based content. Videos have taken off and podcasting also will within the next few years.
Blogging and content marketing is tough when starting out, there’s no doubt. It requires a whole of business commitment beyond what traditional marketing demands. However, the benefits are so numerous – you can grow traffic and rankings, yet one of the most interesting benefits is the transformation of your business and people from inward thinking to customer centric thinking. We encourage you to make a start if you haven’t already and if you have started, then think about putting more resources against what is the most important marketing asset you will create.
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