Nowadays having a blog and writing interesting articles is not enough to bring traffic and a lot of engagement to your website. To have a lead-generating blog you should have a complex strategy for each communication channel of your brand in order to get in front of the numerous competitors online.
This complex strategy includes - The Content Marketing Strategy of your company, the posting plan you will create, and the SEO elements you include in each article. You need to be mindful of these components when writing for your blog, so your articles will have interesting content for each segment, will be visible for the search engines, and will convert your visitors into customers.
Communication strategies to implement
Content Marketing Strategy
In a few words, it describes the company's communication style and future content for all its channels. It is built on components that are extremely important and the decisions about them must be made at the very beginning of any business.
A good strategy will help you increase the popularity of the company among your customers and will possibly increase their loyalty. This strategy aims to increase ROI and to improve your overall marketing performance.
Every profitable digital marketing strategy is built on the concept of The so important Marketing Funnel. This is the communication model companies adopt and apply in their online presence.
There is a lot to talk about Marketing funnels and what are the best ways to create one for your business, but I will try to summarize it with few words. The main job of a Marketing funnel is to segment the content your brand publishes in a few stages and its main goal is to lead to sales.
The 3 segments of the Marketing Funnel:
Tofu is the so-called TOP of the Funnel. This is basically the start of the journey for new customers. In this stage, people hear about your brand and start learning about your product and how it may help them. Simply said they get to know the brand.
MOFU is the Middle of the funnel where people have already heard about your services and start developing the idea of why your product will help them, and they actually need it.
This is the Bottom of The Funnel where people have realized the need for the product and become your clients.
The brand voice is basically the personality a brand takes in its communication with the public. Having a strong brand voice will help you stand out from the crowd and attract customers attention because of the company's values, sound and attitude.
You should set up rules on what your brand sounds like and what kind of information and images you will publish online.
There should be a guide that will let all your employees, the marketing team, and the graphic design team will be informed about and will follow.
In this guide, you have to define words which your brand will be associated with choosing to express certain emotions, what will be the tone of the company in different situations, and such thing which will help you create a so-called personality and regardless of who is creating the content it will sound uniform.
The Plan of your posting activities will keep you organized and well-informed about future online activities of your brand. It will also save time and will increase efficiency.
Your posting calendar should include all of your social networks and your blog. It may be organized on a weekly, monthly, or on six-monthly basis. No matter which one you choose to have a posting calendar will help you keep focused and be consistent with posting relevant to the day’s content. Posting calendars will create more productive space for easier collaboration, whether on an in-house or freelance basis.
When creating your marketing calendar make sure you include:
Upcoming Blog posts
Important news for the sector you operate in
Planned promotional events
Updates of existing content
SEO Optimized content
Whether you define keywords for an advertising campaign, a page on a site, or a blog article, the keywords you will use are very important, because they are used by search engines to recognize what is the content of the text and will use them for indexing. It is important which words you will choose and how many times you will repeat them in the text.
There are different ways you can scrape for appropriate keywords. The most effective one is to use some SEO tools on the market. Some of them are paid and highly sophisticated others are part of the Google products as Google Trends or the Keyword planner of Google Ads and are free. Check the number of searches and the interest for a topic and keyword you’d like to be shown for and decide if you want to compete with searches where there is a lot of information on the topic, or you will choose words with less content.
No matter which keyword research tool you choose to use don’t forget that you are writing for people! Try answering the consumer’s questions and measure the search amounts of a particular keyword you’d like to be listed for, so you can implement it in your text, meta description, and heading of the article or page you want to be indexed for in the SERP. Other good tools you can use are Serpstat and SEMrush, but they might be pricey.
Keyword density is another important element of your content. It is the number of times a targeted word is presented in your text. Even though there is no official statement on how many times a keyword should be repeated in a text the SEO community believes that around 1-2 % is ideal.
Length of the articles
The length of the articles is specific for each industry, but the trends are showing us that the longer texts are more favourable for Google and the social media channels also. Different styles of writing and content have their separate purposes. I will mention what the statistics show:
Super short articles between 75-300 words are best for generating discussions
The standard length of most of the articles is 300-600 words. This is the format for social media shares and comments.
Professional journalism uses the format of 750 words per article
The format of 1000-1500 words is used for articles that include a lot of information and try to answer in-depth interesting for the topic questions. These articles get fewer comments but a lot more shares on social media.
Long articles with more than 2450 words are most favourable for search engines, but they are time-consuming and need to be well planned and written on popular topics, so they will reach more people and help your website’s SEO performance.
Use your keyword in the URL
URL is the abbreviation for Uniform Resource Locator. They are designed to be human-readable and friendly and to replace the numbers of IP addresses that machines use to communicate with servers, and basically they show where a page is located.
The URL has 3 main benefits for SEO:
- Improved user experience
- Ranking - keyword used in a URL can be a ranking factor.
- Links - having a well-written URL and posting it as a link in forums, social media etc. can work as good anchor texts.
It is very important to add a title tag to your pages. The title tag should be with a length of under 70 characters and with less than 11 words. They should be precise and explain shortly what the text is about. They are important for SEO, usability and social media sharing, and they are displayed in the SERP.
Image titles are often ignored, but many searches are made for images and the search engines are reading the ALT Tags. This is why marketers should pay attention and name each picture posted on their websites including the blog posts.
Use internal linking
Both the users of your website and the search engines are using links to navigate to your website. This is why it’s a good practice to put links between your content. For example, when mentioning a service in your blog post you can link the page of your website with the particular service.
Write meta descriptions
Even though the meta description isn’t a ranking signal it is important to be written for each page of your website for better SEO including the articles published on the blog. It has a big influence on your future customers because it is shown under the link of your website in the search engine results. The ideal length for the meta description is 160-170 characters.
Even when writing the texts yourself you might write a sentence that is already published. In order to avoid penalties by Google for plagiarism better make sure that your text is unique. You can use some of the plagiarism checkers on the market which are free to use.
Writing a good article is a complicated and complex process that needs to be well planned and executed. It requires a lot of mental energy, focus and good knowledge or deep research on the topic on which the article is written. Definitely, it isn’t easy but will be paid off in the end.
Having a good content marketing strategy will help you deliver content that is relevant, helpful and engaging. Using the Funnel strategies will lead your visitors to customers and optimizing the texts on your pages will help your website to climb higher on the organic results of the search engines which is the best way to drive traffic to your website without paying for advertising tones of money.