Is blogging important?
Let’s start with a very radical statement. It is likely that less than half of the people that enter your blog become leads.
I know what you are thinking. You’re probably wondering why in the world is every SEO website telling you to write a blog when they probably don’t even convert your visitors?
In reality, you probably already knew this. You write a piece of content that you feel very proud about and then check Google Analytics every week after that to see how many people are reading that article.
At the end of the month, you’ve got 400 visitors to the blog, 200 shares on social media. You pat yourself on the back for doing a good job. And then, you realise that your total enquiries for the month only amounted to less than 100.
So, what went wrong?
Absolutely nothing. This is a common occurrence. Does this mean you should give up writing content?
The indirect benefits of blogging far outweigh the fact that you get very little leads from it. Even if you gain 0 leads from your blog, you should still be doing it.
By now, we all know that backlinks add to your overall domain authority and SEO rankings. Simply put, the more people share your content, the better for your rankings and domain authority.
The increased activity on your blog increases your SEO rank for the keywords that you are targeting in your article. The higher your SEO ranking, the more leads you’ll receive.
The more people share your article, the better you will start to look not just to Google but your target audience. In every industry, there is that leading magazine or news source. If you start to create content that matters to people, you can essentially become that source.
The more in-depth content you write, the more your target audience are going to read it and the more they are going share it.
More shares = Better authority = Higher SEO ranking = More leads.
It’s as simple as that.
So, how exactly do you create content that your audience cares about? We’ve talked about this before. The main idea is to tap into topics that your audience cares about.
The general rule of thumb is this. Write about what you care about and your audience will start flowing in. Whatever matters to you in the industry, is what your audience and other industry players will care about. Do some research. Go in-depth and just start writing.
We used to think that content is king. Creating content for content’s sake no longer works. Nobody wants to read and uninteresting article. Great content is king. Create great content and you will start seeing the fruits of your labour pay off.
If you are just starting out with blogging, give it time. You can’t expect to post an article and garner hundreds of views in one day.
Figuring out your writing style is also important. In marketing, this is called A/B testing. The reason people do A/B testing is that they need to find out what works.
Doing the same things over and over and expecting a change in result is the definition of insanity. Keep testing new methods of writing and when you eventually find the article that gets the most viewers, use it consistently and keep reinventing to find out that writing style that sticks.