Even if you are at the very beginning of your marketing journey, there’s a good chance you’re already well aware of the importance of content creation. In a world hungry for information, opinions, and just articles to help kill the time on the average daily commute, there’s good reason it’s stood the test of time as a marketing essential.
So you probably know you should be focusing your marketing activities in part on content creation. There are always going to be arguments about which methods of creation are the most useful, but let’s focus on one area in particular: a brand-related blog. This is a blog, usually directly hosted on your site, that has the primary function of encouraging your visitors to sample your brand or product.
This is often one of the easier routes into content creation, as it requires little more than the knowledge of how to install self-hosted WordPress and an idea of what to talk about. As with most entry routes into anything, it’s just not enough to type out anything you feel like discussing and expect it to convert into leads or even sales. There is a difference between a good company blog post, and a very bad one indeed…
GOOD POST: SEO
There’s little point in writing a post to generate interest in your business if no one is going to see it. Some of your traffic will likely come from your social media promotion, but for the rest, you’re going to be relying on search engine optimization. You might think you can install a plugin and be done with it, but good SEO requires far more than something so basic. If you need a primer, then the ClickMinded SEO training course might be a good place to begin.
BAD POST: Nothing Of Use
Readers are not going to come to your blog to do you a favor. They’re going to visit a post – and thus potentially follow the trail of breadcrumbs to your business – because you have something to offer them. Your posts have to be useful in some way; focus on being informative, offering a new insight without entirely removing the need for your products and services. As an example, a plumber writing a post called “How To Unblock A Clogged Drain” sure is informative, but it negates the needs for their business. However, something like “Top 5 Reasons Drains Get Blocked” is useful – as it helps people blocking their drains – but still points towards the business itself.
GOOD POST: Stealth Promotion
If you write a post about how your product is the only way of fixing a certain issue, then it just looks like advertising spam. To an extent, that’s what it is anyway – it’s what you’re aiming for! But you don’t want readers to know that; they will be able to detect it a mile off and back click out of the site. Instead, keep the promotional aspect to the footer of the post only, or mention it tangentially in the body of the article. Anything that appears too promotional will be dismissed by the majority of readers.
By following the good and avoiding the bad, you should begin to see a real benefit from your company blog and its content marketing strategy.