Blogs are a great way to build relationships with potential clients. They position your brand as a leader in their industry. They’re also extraordinarily effective for generating more leads. Companies that had a blog strategy generated 75% more leads than companies that didn’t. There’s an opportunity to expand your reach through blog content and despite it being one of the older methods of building digital communities, it’s still an effective one.
Additionally, blogs increase your conversion rates. If you strategize your written content effectively, you’ll be more likely to increase your sales. When I worked with an ecommerce client, we developed blog topics that would help those who had the intent to purchase, convert.
In this blog post I will go over how their blog content had 12% conversion rates and a blog post became the top five most visited pages on their website.
Below are the four steps that helped this client publish successful blog content.
1. Acknowledged What Their Customers Care About
The ecommerce client I worked with was in the produce delivery space. Their target audience were families who valued food awareness and transparency. These were the people who would shop at larger chains for the necessities and would make the extra pitstop to their local butcher to purchase quality meats or their local farmers market.
If they were going to order produce, they would want to know how it’s sourced and the nutritional benefits. If the service was a good fit, it would eliminate the extra trip to buy produce.
Overall these were people who truly cared about where their food came from and paid attention to what was on the food labels.
Once we identified the purchasing behaviours of our target audience, I used the data as a baseline to brainstorm blog ideas.
When creating blog content it’s important to put yourself in the shoes of the readers. When I write blog posts I ask myself these two questions:
- What questions will they ask about my product or service?
- What will get them to spend time reading a blog post?
For example, the same ecommerce client knew their customers cared about what they consumed. We needed to create content that provided them with new information that would be helpful and validated their purchasing behaviours.
Additionally, we needed to publish information that explained what made their service unique from others.
According to MarkTech, one of the most frequently asked questions by customers is: ‘what makes your product or service different?’
This question gets asked often because they really want to know if they can trust you. Written content is an oppourunity to build trust with potential customers. Once their research confirms they can trust you, they’ll be 2.5X more likely to purchase from you.
2. Used Effective Titles
Attention-grabbing titles work. With billions of written content pieces being published every month, publishing content with a title that stands out is important. Titles are the first impression on your reader and they are what peak the interest of your audiences.
With the world of search, it’s helpful to not only have an attention-grabbing headline but titles that use keywords will help your content perform better. Incorporating keywords into your title and blog posts will generate more traffic to your website and improve your blog’s SEO.
When I conducted keyword research for an ecommerce client, I considered intent, rank difficulty and search volume. Identifying and incorporating keywords that reflect intent to purchase will increase the likelihood of your blog post performing well.
3. Used Listicles
Listicles do have a time and place, depending on the subject. I tend to gravitate towards listicle formats because they perform well. Listicles are easier for the reader to remember, they help summarize the key points of the topic you’re writing about and they’re scannable. People are in a hurry. They don’t want to have to dig for key information they’re looking for. Listicles provide a better user experience for the reader which is why Google loves them. In fact it’s a ranking factor for SEO.
In this infographic it shows readers are more likely to click through headlines that include numbers than other formats.
The blogs which had better conversion rates tended to be titles that included numbers and listicle formats.
4. Content Distribution
This is one of the most underrated ways to get your content in front of the right audience.
A lot of marketers argue that content distribution should be a fulltime job. I don’t disagree. It is time consuming and cumbersome. Circulating your content in front of communities that are your target audience makes a significant difference in performance. Although it does require some digging, when you do find one or two tightly knit online communities that are within your target audience, it will make your content distribution a lot easier.
The best way to distribute your content is through Reddit communities, Twitter communities, Facebook Groups and through your email list. These groups are filled with enthusiasts, locals and individuals with similar interests. This will help you target the right people and direct them to your website.
The ecommerce client was already a part of a local Facebook group and shared their blog post with that community. As a result, not only did the blog receive higher engagement, it also resulted in conversions.
How to Increase Your Conversion Rates Through Blogging
Producing successful content takes time and research. You need to consider purchasing behaviours, what your audience wants to read, the format, the title and how you’re going to distribute the content. This all takes time and requires specific resources to be effective.
If you’re looking for a copywriter for your blog page, get in touch with me.