Your blog is your direct line to customers. Here's how to ensure a great one:
There are thousands of blogs live on the internet—all with varying levels of quality.
At times, it may feel like overkill, but the fact of the matter is, as a business today, a blog is almost a necessity. A blog is how businesses communicate with customers, answer potential questions and the means through which businesses can keep popping up in Google searches.
It's tempting to do the bare minimum, but doing so would be a great disservice. Your blog is a great opportunity to attract customers when done correctly. The problem is, if done poorly, it can also detract from your brand image.
In this post, we present the tips and trick for producing consistently great blog content that will win you, customers.
If you suddenly realize that you have no idea about the possible interests and hobbies of the long-term customers, it is time to reorganize the priorities! The key to great content, above all, is catering it to your specific audience - aka your potential customers. It can be a challenging and time-consuming task to get past conjecture and really come to understand your audience, but if you neglect to do so, your lack of specificity and understanding will most certainly shine through in the content you create.
So get out there, talk to past and potential customers, get to understand their wants, needs and questions. Your blog content should cater to these.
If time and resources are short, you can create a loose profile of your customers, based on what you do know—what has your audience responded to in the past? Certain social posts? Maybe an ebook? Try to identify what has worked and what hasn't and combine this with insights you might have from business data. From there, you can build a profile of your audience.
Test out if your profile is correct by seeing how your content performs. Optimize as you go along, based on learnings. Eventually, you should have a clear picture of the kinds of content your audience likes.
Let's face it, in most companies, the sales reps have the best overview of what real-life customers ask about and are interested in. This is a logical place to start, then, when you're deciding what content to produce.
If your just getting started with your blog. Try making a few posts that answer some of the most common questions sales representatives hear. This is a great way to unburden your sales team. Above this, though, if your sales reps are often hearing certain questions, it stands to reason that people are also researching these questions on the web. If your business is present and answering them, you will come off as knowledgable and helpful to customers, making them much more likely to give you their business.
Another important way to understand your audience and build better content is to understand what people are already saying about your products, company and the content you put out.
Consistent negative or positive comments can give you a good idea about topics worth writing about. For instance, if customers tend to have one complaint, you should certainly expect that others will stumble upon that complaint, so you should be sure to address it in the content you put out. Likewise, if there is a reassuring positive comment you see. Why not protome it and shine even more light on it with your blog content.
Social media is important to keep in mind for a few reasons. For one, you can see what your audience likes on SoMe, in order to inform both your content and SoMe strategy. When you put content out, see how it performs. This is a tried and true way to test out whether your content resonates with your target audience. If a post performs poorly, try and optimize and learn what went wrong. Eventually, you'll nail down the content recipe that works best for your readers.
Further, SoMe will be how you get your content out to the right audience. Sponsor a post and choose the audience to make sure that your potential audience is seeing content that will matter to them. Create lookalike audiences, to target people similar to your customers, whom you've not yet reached.
Having great ideas is a great first step, but now it's time to make sure they land. Here are some helpful tips for writing:
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