Blogging isn’t just for SEO purposes, and using it as a place to simply dump keywords for search engines is doing your inbound marketing strategy a great disservice.

How can you get the most out of your business blog? Follow this content development strategy to win over new customers and expand your reach.

Create Interesting Topics

Writer’s block doesn’t just affect novelists penned up in their homes. It can be hard to know what type of content is right for your blog. It very much depends on who your target buyer personas are.

Get to know your audience by asking questions like:

  • What are their pain points (why do they need your product or service)?
  • What questions or concerns might they have?
  • What do they do for fun?
  • Where do they get their information?

If you are really stuck, here is a list of go-to topics that work for almost any business blog:

  • Industry and product updates
  • Upcoming industry events
  • Company news and press releases
  • Tips and advice about your products and industry
  • Commentary and opinion on current issues (related to your industry)

Stop Cannibalizing Content

There’s a neat little trick that inexperienced marketers and bloggers like to employ. It involves searching around to see what the competition is writing about, then essentially rewriting that exact blog post in their own words.

While it’s great to keep an eye on your competition – and you should see what others are writing about – simply cannibalizing content for the sake of writing something is an exercise in futility. Not only are you publishing a piece of content that is unoriginal, you are pitting it against content that is already established and well ranked by Google.

Instead of repeating what you see on the Internet, create fresh content that stands out from the crowd, rather than simply blending in.

Stop Hard Selling

While overall point of your blog is to generate leads and makes sales, consumers are generally turned off by hard selling that is overtly present in blog content.

Content marketing is about subtlety. It’s about raising awareness for your business without pushing a hard sell. Focus on writing content that people want to read, not quick sales pitches.

Include a Call to Action

While you want to avoid the hard sell when writing blog content, you should leave readers with a way to move through the sales funnel at the end of each blog post. This can be something as simple as:

  • Encouraging readers to comment on what you’ve written
  • Download links for eBook, whitepapers or other content
  • A button leading to another page on your website
  • A contact form so readers can get in touch with you

Ready to Make Your Blog Work for You?

Contact our team today to learn more about how blogging can help your business drive in website traffic and generate leads.


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