Is it fair to say that the “content is king” phrase dominates today’s SEO landscape? We believe so. Yet on the other hand, it is probably one of the most profound truths of Internet marketing. Moreover, it is especially true in terms of blog management.
Blogging is quickly becoming a very powerful tool to webmasters and SEO companies because, done properly, it gives Google and other search engines everything they are looking for. The key to utilizing blogs successfully is to manage them properly in light of what both customers and search engines are looking for. That is why content is King.
Purpose of Blogging
Regardless of the specific strategies you use for Internet marketing, they all have just two goals: driving traffic to your website and converting casual visitors into paying customers. If you have any other goals, they should be subservient to the first two.
As a marketing strategy, blogging is used to fulfill those two goals. That means the content you provide in your blog must be targeted at a specific audience with a specific focus gear just to them. For example, let’s just say you are marketing home security services in a mid-size American city.
Your blogs should focus on topics that interest your target audience: suburban families concerned about neighborhood crime. That means you will talk about issues like keeping children safe, preventing burglaries, and integrating a security system with home automation. You might also focus some posts on new technology as well.
To maximize your blog it is a good idea to get to know your customers. In some circles, customer profiles are known as “buyer personas.” You can develop these profiles by simply asking people about your product or service, in a generic sense, to gauge the reactions. As you glean information, you can ask more targeted questions.
Developing customer profiles does take time but it does not have to be complicated. You can talk to co-workers, friends, family members, and even strangers that might be willing to speak their minds. Social media gives you access to a potentially unlimited audience of people that may be willing to give you their ideas.
What Your Blog Says
With a handle on your target audience and your customer profiles, you need to focus your attention on what your blog actually says. It is not enough to simply drive potential customers to your website; you want to convert them into paying customers. You do that through the content of your blog.
Whatever your chosen topic for the day, it needs to be relevant to the audience you are attempting to reach. It also needs to be focused on that topic with real, viable information readers can take away. In other words, if you are writing about home automation your blog needs to give specific details rather than generalizations.
Providing detailed and relevant information does two things. First of all, it gives credence to the fact that your company is legitimate and knows what it’s talking about. Second, Google looks at that information very favorably. A good blog with solid content goes a long way with page rankings.
Along those same lines, make sure proper spelling and punctuation is always practiced. Site scanners are not likely to be buying customers, but those who actually read will immediately be given the wrong impression by poor spelling and improper punctuation.
Managing your blog is more than just raw numbers. It is an overall strategy of making sure you reach your customers in a way that makes them feel like part of your “company family.” When you can manage this through quality content, you will have long-term customers rather than just casual readers.