Creating relevant blog content is simple when you know your subject-matter and your audience. All you need to do is write about topics which matter to your audience - topics they are searching for online and things your existing clients already talk to you about.
The biggest reason someone will read your content is because they will believe they will learn something useful from someone who knows what they are talking about.
Therefore, the way to look at content is to establish a problem or question your audience would relate to and then provide the solution or answer - express this in the same way you would if you were talking to the person face to face or on the phone.
Whether your brand is already established or just starting out, the act of creating relevant and useful content will demonstrate your knowledge and show your audience that you are a person to come to for sound advice on a certain subject matter.
If you have existing clients and have done your audience research and explored the search engines, you have a great foundation to start. The next thing you need to do is write a rough list of things you could potentially write about, pick one every week (minimum) and start writing.
How to construct your article
Headline - This should stand out amongst other articles around the same topic and capture attention enough for the user to click through.
If the headline grabs enough attention then the user is likely to skim your content.
Introduction - This should justify the question and potential answer and compel the reader to read further insights from you. Make a promise or give them a benefit.
If the user is happy with the first few lines of your content they are likely to read the entire article.
Body copy - This should fully provide a useful solution or answer to the problem or question. It should deliver key insights and be easy to understand.
If the user can relate to and understand what you are saying they are more likely to take action.
Subheadings and bullet points - These should break down information into digestible sections/lists and make it easy for the user to skim through.
Images and diagrams - These should support and illustrate relevant points in your article and help the reader understand it better.
Closing conclusion - This should wrap up the answer to the opening question and ensure the user feels they have learned something. Check that you have delivered what you promised.
Call to action - This should guide the user to other related content or softly invite them to contact you.
Note - blogging is not a hard selling tactic like a campaign and conversion optimised landing page. It is a method of reaching and talking to your audience about your subject matter and ultimately building inbound relationships.
A few tips to keep you going - Give yourself time to read your article again after a day or so has passed so that you can fine-tune it with fresh eyes before you publish it on your website.
Share your article on social channels and make use of relevant hashtags. Before committing to your hashtags, do some searches across your social channels and make sure your chosen hashtags are definitely bringing up the right type of conversations.
A week after every article is published, look at the page views, dwell time, user flow and bounce rate on Google Analytics to learn which sort of topics are popular and which channels you are getting the most click-throughs from.
Use the type of data recommended above to drive improvements. Try publishing on different days and times to work out when you gain the most visits. Don't be afraid to share your article more than once on the same channel and share with existing clients and ask for feedback.
Create a content calendar in order to give yourself publishing deadlines and ensure that your content output is continuous.
Use these pointers to start writing relevant content more frequently and easily. If you keep this up, you will engage with your target audience and start to see real results.
If you would like ideas and support to improve your online presence and digital marketing, contact us.