Your blog: is it inbound ready or not?
Everybody likes your company's blog, but your sales haven’t improved yet? Probably it’s because your content strategy is not aligned with your sales goals. In other words, your blog is not inbound ready.
If it is so, you’re wasting your time and money with blogs that might improve your brand visibility, but it don't deliver the expected results. So, how to tell if your content marketing strategy has been well conceived and is being rightfully developed?
Let’s take a look at these keys that you can apply in your business management to solve this problem and get your blogging perfectly aligned with your sales strategy.
1. Be Educative, not Comercial.
First of all, your content must be useful for readers. Most of the prospects will reach your website because they are looking for a solution, and your brand should be the answer for that. Don’t talk about yourself and the wonders of your company. Instead, use your knowledge and expertize to help prospects find a way. This is the first step to build a relationship between your brand and your customers based on trust and credibility.
“For example -Hubspot says- if you are a manufacturer, instead of blogging about your company and products, you should be writing about industry best practices and answering common customer questions about higher level product issues. This content will not only help increase search traffic but also drive better quality prospects to your business' website.”
2. Don’t Use Branded Keywords.
Closely related with key Nº1, the right thing to do is to use keywords that are relevant for the market. For your market. Always avoid using branded keywords because that’s not what your prospects are looking for. Also, search engines will punish you for that.
3. Smart Links.
Your blogs can help to build authority around your brand, which is another important element to create a bond of trust with your customers. Make sure that every blog quotes or use references from well-renowned sources of the industry, such as specialized media, universities and academics, awarded companies or independent experts, amongst others.
Links also must be inbound. According to Sensible Marketing, linking to your own previous blogs helps your brand to prove your point, and to drive traffic to those older posts (giving them new life).
4. Blog Regularity.
Your brand’s visibility on the web also depends on how often you post blogs. “53% of bloggers are publishing, at least, weekly and 85% publish at regular intervals. Compared to last year, 6 percent of bloggers are publishing more frequently. This means that in order to be found you need to create enough blogs that your potential customers will not only have more opportunities to find you but fresh content to read when they get there,” Sensible Marketing explains.
5. How long?
The most shared blogs are about 2250 and 2500 words. According to Hubspot, “there's a positive correlation between high performing pages within organic search and word counts of over 2,250 words.”
Now, the better way to catch people’s attention is to write short pieces of content, but full of helpful and interesting data.
Are your company blogs that captivating?
6. Blog Viralization.
Are your company blogs in the right places? If your business is a SaaS company or a B2B, don’t waste your time, LinkedIn is clearly your better option to viralize your content. According to marketing specialist Jerome Knyszewski, LinkedIn is responsible for generating 80.3% of B2B lead generation through social media; Twitter reaches only 12.7%, and Facebook gets 6.7%.
7. Calls to Action.
If your company’s content doesn’t invite people to go further, through content offers then you are wasting opportunity. Where is the conversion going to come from?
Inbound marketing works because it is a continuous process that helps your brand to build a trust-based relationship with your customers, and your company can only maintain this bond alive if the relationship with your customers is permanent, and if there is always something new to offer to them.
Are your company blogs really inbound ready?
We invite you to share your experience.