After all, maintaining an online blog and keeping it updated with fresh content on a regular basis is a truly time-consuming process.
And you definitely want to make sure that it’s worth it before you spend your precious time writing articles for a non-existent audience.
For those of you who are interested in starting a blog, there’s some good news: blogging is still highly effective in 2019.
According to the data, B2B marketers that use blogs receive 67% more leads than those that don’t. And on top of that, B2B marketers that prioritize blogging over other forms of content are 13 times more likely to receive a positive ROI. If that’s not a compelling reason to blog, I don’t know what is.
However, things have changed dramatically over the years and it’s not as easy as it once was. Because of the immense quantity of content and competition out there, you’ll have to employ an effective strategy and make a real effort to stand out.
Below we have listed some tips to help you create a great blog that will reach your target audience and generate leads for your business:
Writing high-quality articles once a week or once a month is much more effective than posting something of average quality every day. There’s already so much content on the web that writing more blogs won’t really help you make a dent.
Instead, crafting an exquisite piece of prose will help you rise like cream to the top. It’s arguable that one outstanding blog is more effective for your lead generation efforts than a hundred mediocre ones.
Standing out from the crowd is key to succeeding as a blogger in 2019. In addition to consistently delivering high-quality articles, providing a unique perspective and saying something that nobody else is will distinguish you from your competition.
In fact, the vast majority of bloggers on the internet are paid to simply regurgitate information and rewrite existing articles from other sources. Unfortunately, this sort of intellectual inbreeding builds an online echo chamber that fails to provide users with any added value.
By taking the time to conduct research and express your own opinion, however, you’ll pique the interest of your audience and attract new visitors much quicker and more easily.
When someone leaves a comment on your blog, it’s because they want their voice to be heard. Responding to comments not only validates your reader’s opinion but also allows you to extend the conversation.
Use comments as a springboard to further drive home your point and touch on topics that you may not have been able to fully address in a short article.
At a minimum, acknowledge your audience and respond to their thoughts to make them feel welcome on your site. Even a simple “Thank You” will suffice.
The key to growing an audience is keeping them engaged at all times. Any time you express an opinion or write about a certain topic, ask your readers what they think.
Include discussion starters and questions at the end of your blog posts to get people talking about the issue at hand.
Not everyone has 20 minutes in their day to stop and read a full-length article. According to research from Chartbeat, the majority of internet users (55%) spend just 15 seconds on a webpage. This means that you have an extremely tiny window to capture a visitor’s attention and get them to hear what you have to say.
Use headlines, bolded sections, and summaries to make your articles and blog posts easily digestible.
Also, don’t be afraid to use plenty of white space in the format of your article.
Splitting large paragraphs up into a couple lines enhances readability and creates a breadcrumb trail of information that keeps your audience reading.
Someone just read your article. Now what?
Of course, getting someone to merely read your blog isn’t the end goal. You’re writing with a goal in mind: to influence, persuade, educate, or inspire. Whatever the purpose of your blog may be, add a Call to Action (CTA) that encourages readers to do just that.
Failing to add a compelling CTA to your blog leaves your audience wondering what to do after reading. Don’t just let them shrug their shoulders and exit the window; tell readers what they should do about the new information you presented them with.
If you’ve created a blog with the intention of generating leads, you cannot miss this step. Gathering contact information from prospects (potential leads) is the only way you can begin the lead generation process.
Even if your blog serves a purpose other than lead generation, collecting contact info from your audience is key to creating further engagement. For example, a political blog could use emails or phone numbers to reach out to readers with similar views and encourage them to vote, sign petitions, or get involved in grassroots campaigns.
Simply put, blog writing is the equivalent of cold calling in the Digital Age.
In addition to gathering emails, providing readers with the option to subscribe or follow you on social media is a great way to keep in touch. Sites like Medium allow users to subscribe to their favorite reads and receive new articles as they come hot off the press.
By adding a Subscribe/Follow button to your blog, or publishing on a site that already has this feature, you will greatly increase your ability to grow a dedicated audience.
If you didn’t read the whole article, you’re in the right place!
The conclusion section is where you should summarize the main message of your article in a brief, concise manner. Rather than elaborating further on the topic, just cut to the chase.
Despite being more competitive than ever, blogging remains one of the most effective methods of engaging your audience, generating leads, and providing value.
If you want to be a successful blogger in 2019, you’ll need to focus on quality, originality, and community-building. Without utilizing these key elements, you’ll struggle to make your voice heard over all the noise.
For those of you who lack the gift of writing (or simply loathe it), maintaining a blog may seem like a real chore. Fortunately, there’s plenty of available options.
One such option is outsourcing. By outsourcing your writing and content creation efforts, you’ll get professional-quality results for much less than the cost of an in-house team.
At Sales Buddy, we specialize in creating top-notch content that helps you maintain your bottom line without draining your wallet.
In addition to blogs and landing pages, our expert team of copywriters and designers creates videos, eBooks, infographics, and more to engage your target audience and generate quality leads for your business.
To learn more about Sales Buddy and what we can do for you, schedule a quick chat with Corey.
Discussion: Does your business use a blog for content marketing or lead generation purposes? If so, what challenges do you currently face? If not, what obstacles or reasons prevent you from starting one?
Let us know what you think in the comments section below!
The Elevator Pitch: Is It Still Relevant?
What It Means to Be an Authentic Leader
Why B2B Lead Generation Matters
Measuring Your Inbound Marketing ROI
B2B Sales Tips: How to Book an Appointment
Building an Audience: Why Content Isn’t Enough
7 Elements of a Successful Landing Page
The Lead Capture Form: A Living Fossil?