Many businesses are unaware that a company blog can play a significant role to achieve growth and revenue goals. Whether your company is B2B
or B2C, an effective blog is a considerable time and resource investment. Since COVID-19, you may be wondering if the time is right to make
the commitment. Here are five key aspects for you to consider.
Make New Connections Online
It is no secret that online traffic is growing. Since the onset of COVID-19, Google informs us that internet traffic has stabilized at a 40%
increase. Trade shows have been cancelled. In-person business meetings are few. New habits are being created. People must now research
online as they look for connections with answers to their questions.
Your content needs to be written around the keywords that people are searching so that it will rank in the search engine results pages for
these relevant searches. If you post content addressing your target audience’s pain points, you will attract new visitors to your blog where
they can be introduced to your business.
Attract New Leads with Your Content
SEO guidelines recommend consistent and quality blog posting to gain the most attention in the search engines. For quality content that the
search engines will rank, you need to do keyword research. You can use a free tool such as Google’s keyword planner to learn what keywords
your target audience is searching. Terms they are searching might not be what you think so this is a key step. Then you need to decide how
many times per week or per month you will post, create a content calendar of ideas, and then stick with your posting schedule for best
Authoritative and educational content will attract qualified searchers. When you use engaging calls to action such as “Get Your Free Quote”,
“Get Your Free Consultation”, “Call Today” and “Click to Know More” you will start to receive phone calls and submitted forms, begin more
conversations, and ultimately close more sales.
Create Evergreen Content for Best Google Results
Focus on creating useful or evergreen content that gives visitors the information they are looking for. Writing content around the basic
questions that your targeted audience always asks shows your expertise, builds your authority, and makes you a trusted expert (E-A-T)
regarding your products and services. Content consistently produced and tagged with your core keywords increases your SEO authority over
time because searchers will view and share your content on their social channels.
Potential customers want to see your expertise. Where possible, showcase what your business can do. Use visuals such as product photos,
before and after case studies, and examples of your work. This is also evergreen content that should be tagged with your core keywords.
Make Your Blog and Social Media Accounts to Work Together
There is already lots of blog and social media traffic in general, so posts become a blur. But there are a few things you can do to
encourage traffic and engagement with your blogs by utilizing your social media channels.
For Twitter, you can add tweetable quotes into your posts. You see these quite often in long posts on more established authoritative blogs.
When you tweet them, you will notice there is a clickable link back to the blog post. People will be motivated to tweet the quotes that are
relevant to their audience, so that their tweet performs better.
Many #SEO trends come and go quickly. Others transform the landscape. Recognizing one from the other is key to attracting more business and gaining a powerful edge over your local competitors. Learn how to spot the difference in our latest blog. https://t.co/asgxbb7Mq6pic.twitter.com/NQefjpnUky
On Facebook Story and Instagram Story you can create audience opinion polls. This is a terrific way to interact with your audience and find
out what they think about your content, your brand messaging, and your business in general. You can also use Twitter chats to gather your
audience’s opinions. All these methods are excellent ways to create additional engaging content ideas relevant to your audience.
Finally, adding keyword rich memes, GIFs and videos on Twitter, Facebook, or Instagram or any of your social properties is another way to
catch your audience’s attention.
Measure Your Success with Analytics and Attribution
You can access data and analytics on each of your social properties plus your blog. You can see overall impressions, traffic, and measure
some conversions on each property. But your customer’s journey to purchase may be complicated and involve many interactions with your brand
properties before making a purchase. As you become a more advanced marketer you will want to learn about attribution reporting to measure
the success of your integrated marketing efforts.
Request Your Free Consultation
Still unsure if your business needs to have a blog? After reviewing these five key reasons you might be wondering if creating and sustaining
a blog will gain new revenues for your company given your industry standards. If you would like a 20-minute no obligation consultation to
learn more about the “5 Steps to Making Your Business Blog A Success”, contact us to set up a time.
Lynne Motkoski, Digital Marketing Strategist
Specialty: Digital Marketing
Strategies Education: MA Communications
& Technology, BComm [U Alberta]
Lynne is known for her strategic approach to marketing communications, technologies, and lead generation. She has a passion for education,
keeping up with current marketing trends and practices, and helping clients keep ahead of their competition.
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