Recently, business aesthetics and visuals on social media have become the go-to marketing strategy and are prioritized above other forms of content production.
But business blogs still remain one of the most essential - and increasingly more important - revenue sources to fuel user engagement, trust, and authority. This helps to propel each stage of the buyer experience: awareness, consideration, and final decision-making.
By relying on photo and video ads, you miss the opportunity to engage your audience with a greater variety of content that you can potentially offer. The average user consumes around 4-5 forms of content before they advance to the consideration stage, and with a blog you can boost this process by adding one more resource to communicate your business’ story.
Blogs provide value by:
- Driving traffic to your website and social media accounts
- Increasing engagement and brand awareness for prospective clients
- Establishing your business as a thought-leader and expert in your industry
- Giving you the structure to execute long-term, sustainable goals
Your business needs to provide value and education to your audience in every form of content you publish. Blogs are a critical tool to directly communicate your mission and story. It’s about telling a genuine and appealing narrative to make a human connection.
After you’ve established the basics of blogging like structure, keywords, and tone, here are the ways you can optimize and get the most out of your blog posts:
- Shorten your URL links without losing long-tail keywords (don’t include numbers and create 301 redirects to broken pages)
- Add alternative text to your images and meta descriptions that include long-tail keywords that search engines will pick up on
- Link to other blog posts on your website with a recommended reading footer or directly on text that relates to another blog
- Put your call-to-action at the beginning of your post to produce the highest click-through rates
- Educate first, then convert
- Provide answers to queries, not topics
And by far, the most effective way to optimize your blog posts is to historically optimize. This means repurposing old blog posts, revising for relevancy, and re-branding them. Doing this gives your blog posts “page one potential” on search engines.
“What you do after you create your content is what truly counts.” – Gary Vaynerchuk
Google actually rewards freshness and so do searchers because building off an existing audience gives you page authority. Revise, combine, and add to refresh your content for relevancy and to keep your existing audience interested.