*The original article can be found in ASPE’s ROI November/December Newsletter. Interested in more articles like this one? View the most current newsletter here.*
There are many reasons to create and maintain a corporate blog, one of the top being to generate quality leads on a regular basis. The more leads you receive from your blog the more inclined you will be to stick with your strategy well into the future.
Before we go any further, here is something you need to know: Regardless of what you do, there is no way to guarantee that every blog post will generate at least one lead. When it comes down to it, there will be posts that surpass your expectations as well as those that fall flat.
In the event that your blog posts are not generating leads, it is time to take a strong look at your strategy. Which changes can you make to ensure more success down the road? You can only answer this question after reviewing your strategy, including what has and has not been yielding results.
In many cases, a few simple changes here and there are enough to take your blog from ordinary to extraordinary. Below are several of the best ideas to consider.
Get In-Depth with your Blog Posts
Are you stuck in the past, thinking that a couple hundred words will be enough to attract people to your blog?
Every post doesn’t have to be a novel. That being said, you don’t want to consistently come up short in terms of the depth of your posts.
Consider reviewing the last few months of your blog posts, taking a strong look at how many words each one consists of. What is the average?
Once you have this number, you can adjust your word count upwards as you move forward. After another month, calculate both your new word count average as well as the number of leads generated. Do you see a difference?
Tip: longer is not always better. Don’t write to hit a specific word count. Instead, write with quality and depth in mind.
Target the Right Audience
If you don’t know who you are targeting, writing any blog post, regardless of the topic, is going to be a challenge.
Are you attempting to connect with consumers? Are you looking to reach other businesses? You must know your target audience inside and out. This will allow you to alter your content in the appropriate manner in hopes of generating a better response.
If you are struggling to identify your audience, you can do a couple of things. First off, examine other blogs in your industry. This may be all you need in order to get a better idea of the direction you should take your blog. Additionally, don’t shy away from asking your readers for feedback. You can learn a lot about your blog’s audience by the comments your posts receive and the emails that arrive in your inbox.
Share Something Unique
Regardless of your industry, it is likely that there are many others blogging about the same topics. Are you going to rehash the same ideas time and time again? Or are you going to take a unique stance, giving your readers something to get excited about?
If your blog content does nothing more than mirror the rest of the industry, you should not expect to generate a large number of leads. Take a unique viewpoint on your topic, as this is the best way to generate interest and prove yourself.
The only way to guarantee that you are saying something unique is to interject your personality and opinions into each post. If nothing else, this is enough to differentiate your blog from the rest of the pack. Let your voice shine through.
Market your Blog
Wouldn’t it be nice if every blog post you wrote generated thousands upon thousands of page views without you doing any work? While this may be reality at some point in the future, most people find that they have to market their content.
You can do this in many ways. From sharing on social media to pushing newsletter readers back to your blog, get as creative as possible.
Tip: track your marketing strategy so you know what is and is not generating traffic. This will allow you to adjust your approach, making the best use of your time and resources.
Answer these Questions
Now that you are aware of some of the changes you can make to generate more leads from your blog, it is time to tweak your strategy. As you begin doing so, here are some of the questions you should address:
- Which types of blog posts have generated the best response in the past?
- Which types of blog posts are useful for reasons others than generating leads?
- Have you implemented a simple way for people to contact you after reading your blog posts?
- Are you charting every aspect of each blog post, from the content length to the marketing to the time and day of publication?
- Are you willing to make changes, even if it means turning your blog strategy upside down as you search for the right answers?
It is safe to assume that you have many reasons for creating and maintaining a corporate blog. If you are going to put time into this part of your business, you might as well do your best to generate high quality leads as often as possible.
If this is something you have struggled with in the past, don’t be afraid to change your approach and try new things in the future.
By implementing some or all of the changes detailed above, your blog could turn into a lead generation machine. As a result, you could find yourself swimming in more business than you ever imagined possible.