Plenty of businesses would rather their products or services do the talking and generate sales based on performance. But today’s consumer wants more from their providers. They want to know what their story is and what their values are.
One of the best ways to establish your brand identity and generate high-quality leads is to publish more content. Consistent blog content can help your business provide industry expertise, discussions about new products, and show who you are and what your mission is beyond just selling.
Here’s why publishing should be a regular part of your overall marketing strategy.
Why publish more content?
1. Increase traffic to your website.
Blogging isn’t just something you can do for fun that adds an extra tab to your website. Through SEO tactics, publishing more content on your website generates more traffic. Companies with blogs get 97% more links to their websites. After reading your company’s post people are likely to engage with you, as businesses with active blogs experience twice as much email traffic as businesses without blogs.
While growth can seem slow initially, if you practice patience and persistence, you’ll see your numbers rise over time. Once you’ve published more than 20 blog posts, your traffic can increase by as much as 30%. And make sure your posts end with a call to action to subscribe to a newsletter so your audience never misses a post.
2. Increase brand awareness.
As you publish more content and blogs on your site, your audience will begin to get a sense of your brand and company identity. More than 77% of Internet users regularly read blog posts and 61% of Americans spend three times more time-consuming blog content than emails. Blogs and articles are a more authentic and effective way to gain new clients, with 70% of consumers learning about a company through articles.
3. Boost your sales.
When a person finds your business and blog through searching for a related topic or product, they are more likely to buy from you. SEO leads have a 14.6% close rate and even if a customer doesn’t buy from you directly after reading a post, they’re likely to return to your blog.
Blogging influences 6% of e-commerce sales, and that number can grow as high as 12% for businesses that blog regularly. Simply stated, blogging on a regular basis increases your sales and awareness.
4. Establish credibility.
You want consumers to trust your brand and get a sense of your company’s values and background. Having unique content on your blog allows your customers to see beyond your services and learn about who you are, where you come from, and how your products make an impact.
Since 81% of U.S. customers trust advice and information from blogs, you’ll start to build trust with your clientele and establish yourself as a leader in your industry.
5. Stand out from your competitors
Because of the amount of time and effort that goes into writing quality blog posts, not every company has the resources to consistently put out content. A reliable and well written blog can help distinguish you from competitors in the eyes of consumers. Posting industry insight or employee stories, can you give your company a layer of personality. This is especially beneficial if you’re in an industry that does not typically have personalities attached to your services.
6. Increase your SEO
95% of web searchers never go past the first page of Google’s search results — meaning if you’re not getting clicks, you’re not getting seen. Because of the overwhelming amount of traffic that blog posts and links can attract to your website, Creating more content gives you more of an opportunity to land on the most coveted page of the internet.
How to effectively publish more high-quality content
Assess your current content strategy.
Look at your website. How much content are you publishing? Is it on a regular basis? What types of blogs generate the most content? Is your website optimized for hosting blog content? These are the questions you’ll have to ask before you create a content development plan.
Before you start writing, look at what you’ve done so far and see how you can improve it. There’s always room to grow. Expand upon what’s gotten a response so far and change what isn’t engaging and driving viewership. A content strategy isn’t permanent, so you can always change and revise it as you continue to post.
Identify editorial gaps and brainstorm content ideas.
When developing a content plan ask yourself: What is missing from our site and what would I like our audience to know? Maybe you want your customers to know about the people at your business and their stories. Perhaps you want to tell them about expanded ways they can use your product. Even just writing about your industry can help inform your clients about what you and what makes you stand out.
Brainstorm ideas not just with senior leaders and those who will be writing, but with everyone on your team and even your customers. Ask what they would like to see on your website, what they’re curious about, and the types of content they consume in their free time.
Write longer, more detailed posts
Contrary to popular belief, less is not always more. Many people fall into the trap of writing short blog posts because they think they will be quick inefficient reads. However, the blogs that gain the most organic traffic are between 2,250 to 2,500 words, with articles that have over 2,500 earn more links and social media shares. It goes to show that having longer, more detailed content is worth the investment.
Plot out your ideas on a content calendar.
You and your team might have tons of great ideas, but without a centralized place to document them, your efforts might trail off. Creating a content calendar helps you plan out your posts ahead of time and give you and your team the flexibility and time to write and edit them.
Plan your resources accordingly.
The bigger your marketing team is, the greater capacity they’ll have to create content at a higher volume. Understand your team’s ability to push out content and schedule it so they have time to complete it. Far too often companies will get overambitious and post a lot of content initially but then start to post less before ceasing writing altogether. Stick to a consistent schedule with planned out topics so you and your team always know what is ahead.
Work with a content marketing agency.
Regularly writing and posting content can take a lot of effort, especially if you don’t have a team of trained writers and editors. If you don’t have time to handle the editorial process yourself, you can work with a content marketing agency to plan, write, and publish blog content for your audience.
At Lightning Media Partners, we help our clients establish a strong editorial voice and create engaging, consistent content that can increase page views and business leads. Contact us today to learn more about our content marketing packages.