You’ve probably encountered words like “blog” or “content” thousands of times. The greatest marketing tycoons encourage you to create quality content for your customers. Sounds appealing… But how to do it? Keep reading!
IAB research shows that 82% of Polish marketers already use content marketing in their daily online activities. In most cases, it’s reflected by running a company blog with numerous guidelines, infographics, and Q&A sections, meaning the most popular questions and answers related to a given industry or product. Obviously, this content should be tailored to the expectations of potential brand recipients.
It’s all about user personas - after all, they’re the recipients of your company blog, therefore, everything starts with them. If you already know who’s the addressee of your messages and now you’re wondering:
How to run a company blog that increases your revenues,
How to attract new customers with the use of content marketing activities performed on your website,
What to write about and which form to choose to encourage people to read your content and buy your goods,
How to optimize your company blog to improve your conversion rate and traffic,
How to make money on your blog,
Then, you’re in the right place. Below you can see a set of tips prepared by Delante’s specialists. Keep reading to find out how to run a company blog andcreate content that increases conversion.
Why do I need a blog?
As stated by Andrew Davis, an American marketer, and motivational speaker:
“Content builds relationships. Relationships are built on trust. Trust drives revenue.”
And revenue is the main reason why you need a blog. Obviously, it’s not always about revenues. Sometimes, conversions may aim at completely different objectives. However, it’s crucial to make sure that they’re strongly related to your business profile.
Conversion - what is it?
A conversion is a specific action performed by a website user. It’s related to your business and its objectives. What are exemplary conversions?
Finalizing transaction in an online store
Clicking on a link or banner
Signing up for a newsletter
Filling out the contact form or contacting the company via chat
Creating an account and providing e.g. a phone number
Interacting with a blog post, e.g. number of comments, likes, shares on social media
Downloading a given material, e.g. an e-book or an infographic
How to measure conversions?
For this purpose, you may use Google Analytics. To find out whether your content converts and how effective it is, it’s crucial to determine the business goals of your website and structure them in GA (the "Conversions => Goals" report). Then, measure your conversion rate on an ongoing basis.
Thanks to it, it’ll be easier for you to regularly monitor the conversion rate of your objectives. This indicator shows the percentage of website visitors who performed the desired action, such as signing up for a newsletter or adding a specific product to a wish list.
For example: if you plan to sell an online course and your landing page informing about it was visited by 1000 unique users and 50 of them provided their email in the signup form, then the conversion rate is going to be:
Conversion Rate (CR) = (50 / 1000) x 100% = 5%
How to optimize and improve the conversion rate of your company blog? 5 life-saving tips for copywriters
Conversion Rate Optimization (CRO), meaning activities aiming at increasing a given website’s conversion rate, is supposed to make it easier for blog readers to access your content. It also aims at making it more transparent, useful, and comprehensive. In a nutshell, your blog posts should be both users and search engine-friendly.
A quality company blog with effective and engaging content supports doing SEO for the company website, generates traffic and changes readers into potential customers and leads. What steps to take to make your company blog stand out from the crowd and ensure high search result positions of your texts enriched with quality headers or long and short tail keywords?
1. Determine the objective of each and every blog entry
If you don’t know why and what to write, you can stop now. If you, as an author, are unable to determine the subject and purpose of the text, then, the task will be even harder for users who will probably find your content completely useless. Combine a catchy, popular topic with one of your business goals and objectives defined in Google Analytics.
Topics that attract a lot of readers and can support the SEO process of your website include blog posts answering questions like “how to” or “what is”.
2. Take care of your H1, H2, and H3 headers
The appropriate header structure is a key to success, as it helps users navigate the text and makes it easier for Google robots to distinguish elements that are of utmost importance. To learn more about appropriate headers, check out the entry: https://delante.co/what-is-a-website-header/
To put it simply:
H1 is the theme and topic of your text, the title of the book,
H2 are subheaders, the chapter titles of your book,
H3 divide your chapters into major paragraphs and sections.
When writing a text in Google Docs or other Office tools, you should immediately mark headers, so that it’s easier to format them later when introducing them to, e.g, the WordPress platform.
3. Always format your texts
You’ve only a few seconds to attract readers’ attention and decrease your bounce rate, therefore, avoid blocks of text that are simply unreadable. Dividing the most important passages into shorter paragraphs, bolding key pieces of information or highlighting selected quotes are only some of the available solutions. Formatting should be applied as a user-friendly method of making the content comprehensible.
Let’s be honest, you would probably skip such a text on the blog, wouldn’t you?
4. Benefit from click baits and various forms of content to attract users’ attention
The more time users spend reading each of your blog posts, the better. However, before that happens, they have to “click” the title. Tempt readers with an attractive header that will make them want to learn more. Offer a sufficient number of attractions and substantive content thanks to which readers will stay on your website for longer. A simple video, infographic, or chart should greatly complement your text.
5. Put CTAs in visible, accessible places
CTA which stands for Call To Action is a button with a simple phrase such as “buy now“ or “download our ebook” that encourages users to convert. At the end of a blog entry, it’s worth providing a CTA inviting the reader to express their opinion, enrich the article with some extra information or share the entry on social media.
Language of benefits + social proof + bullet points = high converting content
Complement all CTAs with social proof and language of benefits (talking about how performing a given action will change the user's life). Use bullet points, short, specific slogans that indicate the profits gained from a given solution.
When browsing through Delante’s blog, you can easily, just with 1 or 2 clicks, subscribe to our newsletter, download an ebook, request a free quote, or contact our specialists. It’s very important to make sure that potential customers don’t have to spend hours looking for specific CTAs that correspond to your main business objectives. All the necessary buttons should be given to users on a silver platter.
How to create a high-converting blog that helps to make money?
Obviously, any of your actions should be preceded by a well-thought-out strategy. Expand your copywriting expertise, learn from experienced specialists and implement our suggestions to quickly and effectively spread your wings of creativity.
If you have any questions or if you would like us to prepare an audit of your company blog, don’t hesitate to contact us! We’ll be more than happy to provide you with valuable tips that will help your blog posts reach top Google positions.
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