Blog Content

How To Write Blog Content That Gives You The Results You Want

Is your blog content targeted to achieving your goals? Learn the 3 types of results you can achieve with a blog, and how to write blog content with this in mind.

Blogs are one of the best ways to drive traffic to your site and with over 4 million blog posts published on the internet every day, there’s no time to waste.

In the process of publishing many of our own blogs and consulting with clients, we’ve found that it helps, at the outset, for a business to get clear on what it is they’re trying to achieve with a blog. There are essentially three types of goals that businesses can achieve with a blog.

1. Boosting Visibility and Traffic
2. Creating Thought-Leadership, Authority, and Branding
3. Generating Leads and Sales

While the results of the second goal are sometimes hard to measure in terms of numbers, the first and third are easier to quantify.

How To Write Blog Content That Gives You The Results You Want

A business blog can, in effect, meet all three of these goals, but it helps immensely if the blog content you create is targeted to achieving the exact goal you desire.

Here’s how we go about creating content that fulfills all these business goals.

1. Boosting Visibility and Traffic

If your goal is to create more visibility on search engines and social networks, get ranked for important keywords in your industry, and get more traffic to your blog, your blog content needs to be optimized for the keywords that your target audience is searching for.

It starts with understanding your audience, researching their choice of keywords, and the places where they prefer to “hang out” online.

We would then create SEO blog content designed to boost search engine rankings and offer information relevant to the keywords and topics being searched for. You can learn how to optimize your website copy by mastering expert SEO copywriting skills.

In this SEO copywriting course, you’ll learn all about defining your target audience, researching and identifying keywords, utilizing those keywords in your copy, developing a content strategy, and implementing your strategy to optimize your site.

Top rankings and social sharing not only help your audience find you more easily but also boost traffic and visits to your blog over a period of time.

Almost any blog post can be optimized to boost search rankings and traffic, and you can easily outsource SEO blog writing, even for content that you have written yourself.

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2. Creating Thought-Leadership, Authority, and Branding

The sort of blog content that creates authority and thought-leadership is very different from the kind written for SEO or lead generation.

Blog posts that create authority are meant to demonstrate your in-depth knowledge and expertise with the goal of positioning you or your company as the leader or “go-to” expert.

This involves the writing of insightful articles and commentary on topics that tackle an issue facing your industry or discuss cutting-edge research being done in your field and its effect on your business or products and services.

It is usually much more expensive to outsource this kind of writing because it is high-end content written, either by you or by a domain expert who has a certain degree of knowledge and expertise in your field.

Authoritative posts are much more likely to be shared on social media because when your readers share your cutting-edge information, some of your shine rubs off on them and it helps them boost their own authority among friends and clients.

Blogs like Mashable and TechCrunch are excellent examples of thought-leadership blogs and command an unbelievable rate of sharing in social media.

The best way to publish a blog that creates authority is to write the posts yourself and have them optimized by a blog content writer well-versed in SEO copywriting, so you don’t miss out on the potential traffic it will generate through searches.

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3. Generating Leads and Sales

The sort of blog posts that generate leads and sales are targeted to a very different type of reader – one that is looking for solutions that meet their needs – immediately.

These posts usually tackle a problem that you know your audience is facing and present them with a solution that they can buy or opt-in to immediately. They work best if they contain buyer-specific keywords that get picked up in search engines or are sent to a mailing list of prospects hungry for your solution.

Ecommerce SEO content writers often use such posts to announce promotions and discount codes for holiday shoppers, where the aim is to promote action – in the form of a subscription or a sale to a product or service that is yours or belongs to someone else.

In this Blog Post Writing course, you’ll learn how to write and publish captivating blog posts for your target audience, how to write, optimize, proofread, edit and publish blog posts that encourage your site visitors to become paying clients, create a content calendar, and track your analytics for professional insights into how well your posts are doing.

While it is fine to use all these three kinds of blog posts in a single company blog, the best way to do it is to gain clarity on what sort of audience you are trying to reach with your blog content and what sort of action you want to generate with them.

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