Tags

, , , , , , , , , ,

business goalsIn the process of publishing many of our own blogs and consulting with a number of clients for business blogging services, we’ve found that it helps, at the outset, for a business to get clear on what it is they’re trying to achieve with a blog.

There are essentially three types of goals that businesses can achieve with a blog.

1. Boosting Visibility and Traffic

2. Creating Thought Leadership, Authority and Branding

3. Generating Leads and Sales

While the results of the first two goals are hard to measure in terms of numbers, the third is easier to quantify. A business blog can, in effect, meet all three of these goals, but it helps immensely if the content you create is targeted to achieving the exact goal you desire.

Here’s how we advise our clients to go about creating content that fulfils these goals.

1. Boosting Visibility and Traffic

If your goal is to create more visibility on search engines and social networks, get ranked for important keywords in your industry and get more traffic to your blog, your content needs to be search optimized for the keywords that your target audience is searching for.

It starts with understanding your audience, researching their choice of keywords and the places where they prefer to “hang out” online. We would then create SEO content designed to boost search engine rankings and offer information relevant to the keywords and topics being searched for.

Top rankings and social sharing not only help your audience find you more easily, but also boost visits to your blog over a period of time. Almost any blog post can be optimized to boost search rankings and traffic, and these tasks can be easily outsourced, even for content that you have written yourself.

2. Creating Thought Leadership, Authority and Branding

The sort of content that creates authority and thought-leadership is very different than the kind written for SEO or lead generation. Blog posts that create authority are meant to demonstrate your in-depth knowledge and expertise with the goal of positioning you or your company as the leader or “go-to” expert.

This involves the writing of insightful articles and commentary on topics that tackle an issue facing your industry or discuss cutting-edge research being done in your field and its effect on your business or products and services.

It is usually much more expensive to outsource this kind of writing because it is high-end content written, either by you or by a domain expert who has a certain degree of knowledge and expertise in your field.

Authoritative posts are much more likely to be shared on social media, because when your readers share your cutting-edge information, some of your shine rubs off on them and it helps them boost their own authority among friends and clients.

Blogs like Mashable and TechCrunch are excellent examples of thought-leadership blogs and command an unbelievable rate of sharing in social media.

The best way to publish a blog that creates authority is to write the posts yourself and have them optimized by a blog content writer well-versed in SEO copywriting, so you don’t miss out on the potential traffic it will generate through searches.

3. Generating Leads and Sales

The sort of posts that generate leads and sales are targeted to a very different type of reader – one that is looking for solutions that meet their needs – immediately.

These posts usually tackle a problem that you know your audience is facing and presents them with a solution that they can buy or opt-in to immediately.

They work best if they contain buyer-specific keywords that get picked up in search engines or are sent to a mailing list of prospects hungry for your solution.

The aim is to promote action – in the form of a subscription or a sale to a product or service that is yours or belongs to someone else. Ecommerce portals often use such posts to announce promotions and discount codes for holiday shoppers.

While it is fine to use all these three kinds of posts in a single company blog, the best way to do it is to gain clarity on what sort of audience you are trying to reach with your posts and what sort of action you want to generate with them.

Need a blog content provider that can help you write content targeted to your goals? Get a free email consultation now.

© Priya Florence Shah is a former journalist, editor and online publisher and content marketing consultant. She runs a business blog consulting firm that offers blogging services to help you brand yourself and your business online.

Image courtesy of bplanet / FreeDigitalPhotos.net

Advertisements