By now, you’ve probably heard the news – business blogging works.
It helps to increase website traffic. It also helps to convert that traffic into leads.
But you’ve been doing it for a minute and something’s not adding up.
Where’s your traffic? And when you get some traffic, why aren’t they converting?
I’m here to tell you not to give up on your business blog…at least not yet.
Sometimes a few small changes are all you need to start seeing the results you’re after.
5 Changes That Will Transform Your Business Blog
1. Keyword research
*This post may have affiliate links, which means I may receive commissions if you choose to purchase through links I provide (at no extra cost to you).
Keyword research helps you understand what your target audience is searching for online so you can create content that’s relevant for them. It also helps you understand how much effort it will take to rank for your target keywords.
There are plenty of online tools to help you identify your ideal keywords. I like simplicity so one of my personal favorites is SEMrush. When you type in your possible keywords, you’ll get a thorough analysis, which includes the search volume, the CPC, and the competition.
To understand these metrics:
The search volume indicates the average number of times per month people have searched for that specific keyword over the past 12 months.
CPC (Cost per click) indicates the amount you pay for each click in your PPC (pay-per-click) marketing.
And the competition refers to how competitive the keyword is – the higher the number, the more difficult it will be to rank for.
The ideal keyword or phrase is a combination of a low-competitive keyword with high search volumes.
SEMrush also gives you related keywords and tracks the keyword strategies your competitors use, amongst other useful things.
2. Improve your headlines
You can spend your time creating the best blog content, but if the title of the post isn’t attractive enough, no-one’s going to read it.
Copyblogger revealed that after people read your headline, only 20% will actually click on it to read the post. This makes your headline the most important element to your blog post and it makes sense. Just think about it – Would you click to read something that doesn’t sound interesting? Why should your audience then?
To help you get started on creating better headlines, you can use this free CoSchedule Headline Analyzer tool.
Just type in your headline and see what score you get.
Taking into consideration the analysis, you can strategically add or remove some words to improve the headline’s score.
For SEO purposes, remember to include your keyword in your headline.
3. Make your content scannable
Hate to break it to you, but there’s a good chance that your audience will scan your content, rather than read it word-for-word from beginning to end.
As a professional writer, I’m not going to lie, that sometimes touches a sore spot. I often spend a good amount of time researching content and making sure that I’m writing something useful to readers. I want people to read all I’ve put together, but I can’t ignore the stats.
Only 16% of people online read word-by-word. Meaning that most of your readers will scan your content.
How do you make your content scannable?
- Write like you talk
No matter how complicated the topic you’re writing about is, don’t complicate it further by using big words that are hard to understand. Use words that are simple and concise. Think of blogging as a platform to have a conversation with your audience, not a place to sound impressive.
- Write shorter sentences and paragraphs
Long sentences accompanied by long paragraphs are a bad combination for online writing. You need to also take into consideration the fact that a good number of your audience will “read” your post from their mobile devices. Even if you have the same length blog post, shorter sentences and paragraphs allow the content to be more visually digestible.
- Break up your post
While writing your shorter sentences and paragraphs, help the reader even further by breaking the post up with subheadings, lists, and bullet points. Subheadings help to guide the structure of the blog post. Lists and bullet points are one of the best strategies to use in blog writing as they are concise, which is important to online readers.
- Add images
People are visual beings. Studies have shown that we digest pictures and colors better than long blobs of words. Take the time to find the right images to add to your blog posts. Images that connect to your content and stand out.
4. Blog about your audience’s challenges
Unfortunately, this is the one area where many business blogs tend to struggle.
And believe me, I get it. You’ve got this amazing new software or product that you’ve just spent weeks or even months working on. Surely it deserves a spot on your blog?
Nope. Save that type of content for articles, white papers, or even your web pages. Think of your blog as a go-to place for your audience’s pain points. That’s how you win them over – create content that solves their issues.
Your audience isn’t interested in how amazing your new product or service is. They’re looking for solutions to their problems.
How do you know what some of your audience’s challenges are?
- Ask them through an online survey
- Look at the comments in your blog posts and social media
- Look at some online product reviews (yours and your competitors’)
- Use keyword research to understand what they’re actually trying to figure out
5. Market your blog on the right social media channels
Social media marketing can be challenging, especially for business owners. How are you supposed to take care of the day-to-day running of your business, while also being on Twitter, LinkedIn, Facebook, Instagram, YouTube…? There’s not enough time in the day for that.
This is a huge part of the reason why many business owners outsource their social media marketing.
But if you’re bootstrapping and can’t afford that right now, your best option is to choose the social media platforms that are best for your business.
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