A lot of companies start up a small blog just because they feel the pressure that they should. Instead of building out a robust content strategy that actually aligns with your business you begin creating content without an overarching strategy in mind.
This is fine in the beginning. But, if you’re looking for your blog to play a bigger role in generating new leads for your business then you’re missing the point of creating content in the first place.
In this post we’re going to cover simple rules for creating a content strategy that works, and things you’re currently doing which are probably detracting from your efforts.
When you first start to create content for the web it can be easy to get caught up in the idea that something you create is interesting because you wrote it. It’s a perspective error, that since something is interesting to us, it must mean that it’s interesting to others.
However, when you’re publishing content to your website this isn’t the space to use your blog as a personal journal. The content you should be publishing needs to provide value to your readers and actually focus on solving their problems.
Data and analytics tools exist for a reason. They can provide you with valuable data which will help you engineer content that you know is going to benefit your readers.
By looking into keyword research you can actually figure out what your readers are searching for, and adjust your content accordingly. By digging into your analytics to see which pages of your website are performing best you can create more content on similar topics, or tweak these pages to convert at a n even higher rate.
It can be tempting to create and share content that only relates to your business. We see this glaring mistakes happen a lot across social media. However, only promoting your own work can be liked to showing up at a party and only talking about yourself and your accomplishments the entire time.
Not only will this be annoying, but most likely people are going to ignore you. If you’re too self-promotional you’ll only be adding to an already noisy web landscape.
If you are promoting your own work, see if you can frame it in a way that adjusts your message to your users. Frame it under the lens of solving their problems.
The main goal of your content should be to captivate your reader and give them the feeling that they have to stop whatever they’re doing and read your blog post this very second.
You can do this by artfully combining your headline, blog post copy and call to action at the end of your post.
If you’re interested in building a content strategy that works with your entire online strategy, then get in touch with our creative team today.
by Calvin Bryant
Digital Marketing Geek