By now hopefully you are using the internet to market your business, brand or product. Since the internet has more eyes on it than older methods of advertising it is the obvious choice for marketers. Also the Internet allows for inbound marketing where customers find you based on their interests which makes sense doesn't it?
Some business bloggers are still creating content that they feel will win over search engines and propel their site to the top of Googles results pages. Although search engines do use content to gain information about your site the reality is that Google has made four versions of their algorithm update to deter people from relying on quality over quantity.
This means that the goal for every blog post should be to give away value while at the same time being as specific as possible. If your content is helpful, engaging and/or useful to the reader they are likely to interact with it, and that is what Google really wants to see.
Valuable content will be defined by your niche. Your blog content will be industry specific. Here are some examples of good blog titles relative to the industry,
Many people see these ideas and think they are giving away business. If a family takes their own photos for a Christmas card they are not going to give the photography studio their business.
However the situation more than likely plays out in one of these ways;
In any case the blog reader appreciates the free advice and now feels more trusting of that company.
These 3 C words represent another rule that many business bloggers also fail at; they try to be clever over being clear. You potential customers are unlikely to appreciate you for your clever, witty blog post. Most internet users are after fast results, remember that your blog is the first part of your sales funnel and needs to engage readers quickly.
Make your valuable content clear and compact delivering a lot of value n a small space. The better you get at mastering this idea the more results you will see.
If you have a chance to educate readers about your industry it is an easy way to offer value since education is always valuable. How many times have you heard someone say, 'I read an article today about....'
You are the expert in your industry so share your knowledge base and watch how people interact with your blog. During these educational posts make it apparent that you welcome questions in the form of comments and use the comment section to engage your audience. The comments themselves become more content and Google will know your content is engaging, exactly what your after.
Engaging your audience is an art form that you can get better at very quickly if you practice blogging and use analytics to track what works and what doesn't work.
Offer your audience value in the form of advice, knowledge or electronic tools (like a conversion chart, price calculator etc.).
Focus on quality and making engaging posts and use the comments section to engage your readers. By following these rules you can get an audience that will be willing to follow you via social media and your blog therefore becoming a potential customer and referral.
Photo credit: Search Engine People Blog / Foter / Creative Commons Attribution 2.0 Generic (CC BY 2.0)