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Once upon a time, blogs were personal online journals of ordinary people.
In time, they turned into a lucrative source of income for the lucky chosen folks who were the first in line to monetize the perks of online diaries.
Nowadays, blogs are an indispensable digital marketing tool. Here we will show you how to harvest the power of personal conversation to generate more leads.
When you use blog as a content marketing tool, the first thing you need to be aware of is that blog posts are not a mere advertisement or sales copy.
A blog is a slow-burning tactic that allows you to build a long-lasting relationship with your audience by informing, educating, and entertaining them.
According to marketers worldwide, content marketing was a strategy with the largest commercial impact on their business in 2018.
So let’s see how your blog can become a part of this statistic.
Before we talk about generating leads, we need to address generating traffic. Traffic is a prerequisite for stacking up sign-ups.
1. Don’t be afraid of creativity
You need to create engaging content, that’s a given. But how do you create engaging content?
The beauty of content marketing is that it is such a broad and welcoming category. Your blog posts, no matter what you sell, don’t need to be about your product specifically.
Sure, the best converting articles will probably be closely connected to your product or service. However, don’t think that these articles are the only valuable ones.
When it comes to building awareness and attracting the audience, just about anything concerning your niche and industry can be a valuable piece of the larger marketing puzzle.
For example, if you sell hiking shoes, a listicle of best waterproof footwear is most likely to lead to sales.
The organic traffic on this article is likely to be generated from people who are interested in buying what you sell. Good SEO is a prerequisite for organic traffic, but more on that in the next section.
On the other hand, an article about backpack packing techniques or the best tourist destinations will not attract a visitor who wants to buy shoes this instant.
But if they are interested in hiking, they are bound to need your product sooner or later.
If you offer them great content, they will sign up for your newsletter. And once they want to buy shoes, you will be right there in their inbox, at the right moment.
So, think about news, interesting experiences, funny stories, tutorials, educational content. It can be in the form of text, images, comics, infographics or even videos.
Make sure you follow a schedule. You don’t have to insist on quantity, but try to stick to a weekly quota.
Apart from writing about relevant, engaging topics, there are other ways to boost traffic on your blog. You can publish guest posts by relevant experts and influencers in the niche or industry. You can also return the favor on their blogs, sites, and social networks.
Finally, make sure you are active on social media. It is one of the best ways to promote your blog content and get people to engage with you and your brand.
2. Devise your SEO strategy
Now, the second part of the equation is to make sure your SEO is on point.
No matter how amazing your content is, if you don’t write and optimize it following the certain rules, nobody is going to be around to see them.
I won’t waste too much of your time explaining the basics of SEO. Most blogging platforms are equipped with built-in tools or add-ons that audit the SEO status of your website.
For example, WordPress has Yoast, which analyzes everything you write and lists recommendations for improving the individual SEO score for each post.
In order to do that, each topic you write about needs to revolve around one focus keyword (or a cluster of connected keywords).
Jeremy is the co-founder of LeadQuizzes, a quiz and survey software built for marketers to increase their leads and learn about their audience. Their users have generated over 4.7M leads and 73.9M questions answered.