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Blog articles

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Blogging boosts your visibility on the web and attracts buyers…

How will you help potential customers find your business? And how will you show them how your products or services can solve their specific business challenges?

Blog articles published on your website are a great way of doing both these things.

• Search engines rank websites higher when they regularly feature new content. Blogs are one of the easiest ways of doing that.
• And you can write a blog article about anything. So you can provide highly detailed and super-specific answers to particular audiences’ narrow areas of interest.

Both those facts together mean that blogs can help funnel the very best prospective customers towards you.

Each new post will improve your site ranking generally. But, better still, you’ll boost your ranking for specific queries that relate to the blogs you’ve written. And the people entering those search terms are the site visitors you really want.

Because which is better… people that query ‘cloud HR software’, say, looking for a general overview, or someone that Googles: ‘how can I automate my growing payroll?’

People that enter these so-called ‘long-tail’ queries know exactly what they’re looking for. They’ve identified a specific need, so are much more likely to be serious about making a purchase soon.

They’ll arrive at your website via a useful article that answers their immediate questions. And that’s a great way for them to start their sales journey.

Focus on your strengths…

If you can pre-empt popular search queries with your own blog articles you stand a better chance of rising to the top of search results pages. But, more importantly, you stand a far greater chance of connecting with active buyers and making a sale. And that’s especially true if your blogs demonstrate use cases for your products and services.

Indeed, there may be niche uses of your products or services that often result in sales but are not popular search queries. These might also be worth writing about. What if, for example, the HR software above was the only product on the market that tracked employees’ families birthdays and anniversaries? Anyone that searched for that one capability would be a hot prospect.

So it’s a good idea to blog about as many relevant uses of your products and services as possible. Look at your business through the eyes of your customers. Create model personas for people in the most important job roles and industries that you sell to, and think about what they’re interested in.

Follow user personas along their buying journey…

Ask yourself: what is your typical customer’s buying journey? Who exactly are you talking to? What does each persona want to know about your product or service in the early-, mid- and final stages of their buying process? And what do you most want to talk about? How do you win the sale?

Blog articles are great for the early and, in some cases, middle stages of the sale. They attract relevant people from the web and bring them onto your site. Then, as those prospects progress through the sales cycle, you can feed them more detailed information, and that’s where ebooks and white papers become more relevant.

Become an authority…

Of course, the quality of your blogs is critically important. If you can develop a reputation as a trustworthy authority, Google will be far more likely to feature your content in its results.

Only by demonstrating strong expertise or creating really cool content will you get other sites to link to it. And these so-called ‘back links’ are vital for establishing authority in search engines’ eyes.

Make it easy on yourself…

That authority is also established by regularly publishing new content. So you should think about creating a plan for what you’re going to write about and when.

• What are the main applications of your products, services and expertise?
• How do they create value for your customers – saving time or money, reducing hassle, and so on?
• Are there any unique or niche uses for your products and services?
• What wider context is there for your business – market trends, for example, industry events, or seasonal needs?

Up-Word can help you come up with a programme of blog articles over time. You’ll get article titles and brief overview synopses (up to 100 words) so you can plan effectively and know you’re covering the important areas.

Strategy is everything…

Ultimately, all your online content should support your business in finding and persuading people. So the most important thing is that you write meaningful blog articles that are useful to your potential audiences at the moment when they search.

You might see other blog-writing services that talk about keyword strategies and search engine optimisation. But that should come only after you’ve defined your messaging strategy. Your key phrases will come out of your sales message – they shouldn’t define it (…except in some very specific cases).

Up-Word can help you create a sensible and targeted communications strategy, first and foremost, and then write top-quality content to implement it.

Schedule a free, no-obligation call…

Have an informal chat about your objectives and find out more about how you can benefit.

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