Business blogging is a marketing tactic that uses blog post content to get your business more online visibility. That’s why you need to create the perfect business blog post effortlessly every time.
Your blog is a simple, easy-to-use platform. It allows you to connect and share relevant information with your blog readers (i.e. potential customers). It’s your direct communication channel with them.
Your blog is your voice. It’s a place where you can talk about:
New products or services, especially how these add value to a purchaser
Comment on timely news topics or market trends
Share your initiatives beyond your website
Let your personality shine
Readers get to know you
They recognize your authority. The value add you bring to them
Your business blog creates a two-way conversation space. With your readers and prospects. It’s a place that encourages interaction. Via their comments and your replies. Just make sure you reply to all comments.
Writing a blog shares your expertise. Over time, readers/site visitors respect you as a subject matter expert and thought leader. Hence, it’s very important to write perfectly engaging, value-add, business blog posts every time.
A well-crafted, well-written blog builds confidence and relationships. This drives sales. Blog readers look to you as a reliable resource for information. Then they come to buy from you.
60% of businesses which blog regularly, acquire more paying customers. To create a successful blogging strategy you must define who you are blogging for and why.
Blog analytics allow you to track:
Shares and comments
You can even tell what day of the week your visitors prefer to stop by
All this rock solid information is great for ‘Sales’.
Your blog content is at the heart of your content marketing. It is fodder for posts on Facebook, Twitter, LinkedIn, email newsletters, e-books, and much more.
A blog keeps you focused on your content marketing strategy. You must create value-add content. Then deliver this to your readers, on schedule.
Search engines love valuable content. Especially when they notice a lot of people coming to your Blog and staying there reading and commenting.
They will reward your website, by ranking your Blog page URLs right at the top of their search engine results page.
Blog writing makes you think. You have to work at identifying newsworthy topics in your space.
Your Blog is a great (free) Public Relations tool (PR). Great bloggers are often interviewed by those who matter (i.e. movers and shakers) in your space. Such interviews always generates great inbound traffic.
Think About The Ways People Find Your Website
They could type your site name into their browser address bar, BUT that’s an audience you already have.
They know who you are. You’re on their radar.
That does not help you get more traffic on top of what you’re already getting.
You could buy an email list. Then blast that list. Hoping some people open and click through on your emails. It’s expensive. It’s illegal. My advice, don’t.
You could pay for traffic by placing tons of paid ads, which quite expensive. The second you run out of money, your inbound traffic stops coming as well.
Blogging regularly has a huge positive impact on this situation.
Every time you publish a blog post, it’s one more page for Google to index on your website. This is one more opportunity to show up in search engines. Thus driving traffic to your website organically.
Hence, the first benefit of blogging is:
It helps ATTRACT new traffic to your website. New traffic hitting your website can be converted into leads. This is explained visually in diagram 1 below.
Here’s What You Must Do
Never forget to add a lead-generating, irresistible, offer right within the content of your Blog post.
You could offer things like free ebooks, free whitepapers, free fact sheets, free webinars, free trials, free one on one consultations, basically anything that a readers will perceive as a huge value add to themselves.
When a blog reader sees an offer which they want badly. They will click your Call-To-Action in the offer.
That should take them to a form which asks for their Name and Email Id in exchange for access to the freebie.
When they fill the form with their Name and Email Id they get immediate access to the freebie.
What Just Happened?
You converted a Blog reader into a lead.
This is explained visually in diagram 2 below.
NOTE: Not every blog reader converts to a lead. That’s okay. No one converts 100% of their Blog readers into leads. Set a blog-reader-to-lead conversion rate for yourself. Strive to improve your conversion rate constantly.
Your Blog Helps Establish Your Authority
The best blogs answer common questions their readers and customers have.
Consistently create content that’s helpful to your reader. It helps establish your authority in their eyes. This is terrific for driving sales.
Just imagine the impact of a confused customer reading a terrific blog post and getting sorted? These customers easily become your advocates.
At the end of the day, your blog post content is a sales enablement opportunity for your online business.
The Technique That Pros Use To Create Perfectly Engaging Blog Posts.
Pros never open their favorite editor to start crafting a blog post without doing adequate research.
They start off by carefully researching what posts are already trending, on the same topic, which they are considering writing about.
They use tools to do this. Tools make their research easy, fast, dependable and accurate.
My favorite tool for doing such research is BuzzSumo. Its shown in diagram 3 below.
BuzzSumo has a ton of features for researching the latest topic trends. Finding engaging content within specific topics. Identifying influencers.
The Content Insights provided by EpicBeat are particularly useful when trying to gauge what types of styles and formats are most popular for readers in a specific niche.
For example, you can use BUzzSumo to see how different word counts and reading levels affect the engagement of an article. Then take advantage of this information when planning your own article.
You can also view average engagement metrics for top authors. Figure out the top domains in any subject area for you to reference.
BUzzSumo has some extra functionality for those who are trying to grow their follower counts and increase engagement on Twitter.
When researching a topic, you’ll get information on the following:
Ideal number of tweets per day for the topic
Which personas are most active (retweeters, responders, original posters, promoters, curators)
Accounts that are likely to follow you back if you follow them
I use BuzzSumo to find out articles that are trending connected to the topic I want to write on. I’m looking for articles that have a lot of engagement. Diagram 4 below shows how BuzzSumo tells me this.
When I’ve identified an article that has a large ‘Total Engagement‘ I’ll click through to that article for a quick read.
What I’m doing is figuring out what’s in the article content that drove its engagement.
I’ll read and analyze its Headline. Copy and save the headline to a Notepad file.
I’ll read and tabulate its Sub-Headlines. Copy and save the sub-headline to the Notepad file.
I’ll make notes on how the article content flowed. I’ll save this in the Notepad file.
I’ll look at the image(s) used.
I’ll listen to any video content.
Finally, I’ll right-click on the article. From the sticky menu that appears I’ll choose – View Source.
The articles source code is shown. Then I use CRTL – F and search for ‘keywords’.
I’ll be shown the ‘keywords’ used in the article. Next, I copy and paste these keywords into the Notepad file.
I’ve now got a ton of valuable information in the Notepad file around which I can craft my article. Now I’m ready and poised to craft a terrific article.
Generating A Headline For My Article
I kick off by writing a Headline to fit my topic. Then I check how engaging this headline is using a tool.
My favorite headline check tool is the Co-Schedule – Headline Analyzer. As shown in diagram 5.
This headline analyzer is a free tool. It rates the quality of my post title. It offers suggestions on how to improve the heading for the better.
Let’s look at an example.
Let’s say my post headline was:
How To Write Blog Headlines.
The tool gives me a rating of 63, which is just not good enough. As shown in diagram 6.
Here’s additional data the headline analyzer gave me.
Co-schedule’s Headline analyzer tells me my choice of words for the headline is not good enough. I’ve been asked to increase the number of Uncommon Words and Power Words in my headline.
The Emotional and Common words are adequate.
Next, I’m offered a critique of my headline length. This is focused on character count and word count in my headline. As shown in diagram 8.
I’m told that while my Headline word count is adequate. The character count in my headline should be improved.
What I can do now is use a tool like BuzzSumo. I key in my current headline.
BuzzSumo shows me multiple related headlines.
Reading these headlines gives me the input I need to re-create a better headline for my article.
Based on all of this I changed my Headline to read:
How To Easily Write Awesome Blog Headlines Every Time
Co-Schedule’s Headline Analyzer gave me a score of 73 for my re-written headline, which is much better than my original score of 63.
I also got a good Character and Word count.
I decided I’d go with this headline.
How To Easily Write Awesome Blog Headlines Every Time
Just in case I could not get:
A great score
I did not really like the headline I’d wound up with
I’d use SEOPressor’s Blog Title Generator to help me spin my original Blog title to a much better one.
I keep checking across these tools until I got the perfect headline to use for my Blog post.
Using The Article Keywords I Copy/Pasted Earlier
Once I’ve completed the first three or four paragraphs of my article I stop writing.
I go back to the keywords that I’d copy/pasted in the Notepad file earlier.
I’ll choose an appropriate focus Keyword or Key phrase from among them.
Next, I’ll choose a few other appropriate keywords or Key phrases from the rest of the Keywords / Key phrases I’d copy/pasted in a Notepad file earlier.
I’ll carefully blend the keywords / Key phrases I’ve chosen into the content of the first three or four paragraphs of the article I’ve written.
These are the keywords and phrases that searchers were keying into Google to get to the article that had a lot of Total Engagement as shown in EpicBeat.
NOTE: Like Epicbeat, BuzzSumo is another great tool to find trending, engaged articles on the net. BuzzSumo is much more expensive though.
The reason I do this is that when people search for these keywords / key phrases even my article will be displayed by Google in its search engine results page.
This technique has never failed me to date. I’ve always driven focused site visitors to my website. I always use this approach whenever I create an article for publishing on my blog.
This approach has not failed me. I’m sure it will not fail you either.
Now that you know how the Pros create their articles. You can do exactly the same.
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