It is 1.50 p.m. 30,23,194 blogs have already been published worldwide today. While you are making modest efforts to write and post content for your business, countless others are doing it too.
The competition is killing. What was good yesterday is average today and will be ‘no good’ tomorrow. Survival with mediocre content is just not possible.
The importance of qualitative content blogging in business has been long established. How it can impact the sales funnel is no longer a secret. Thus the need for extraordinary content for business growth is unarguable.
But, how can you create something that scores a better chance to be read? Wait. Will just being read suffice? No, the actual problem lies in creating content that can generate leads? Also, something that can engage people till their status changes from ‘a prospect’ to ‘a customer’.
Here are two biggest challenges faced by businesses in generating leads through content marketing and how to solve them.
Content Marketing Strategy
If you are writing blogs just because you have to write them, the efforts are sure-shot wasted. Just writing random blogs x times a month on xyz topics, without a proper strategy is no good for your business.
To make consumers stick by your blog page and look forward to the next blog, you need to first understand what they really want.
First thing is consistency. Writing just four or six blogs a month will not do the trick. As per a statistics from Hubspot, “companies that published 16+ blog posts per month got about 3.5X more leads than companies that published between 0 - 4 monthly posts.”
The second is relevance. What you write should be interesting enough for your audience to read as well as relate with them. 72% of marketers say relevant content creation was the most effective SEO tactic (Source:Hubspot).
After reading this, if you think that getting the numbers right along with keeping it relevant is a cakewalk, let me warn you. Here, we are talking about 16+ blog topics a month, approximately 200 a year. That is a lot to device on your own. Plus you also need a constant push to develop these blogs on time.
The only way out is to have a full-proof content strategy and map it with your calendar. A well-planned content marketing strategy is the backbone for lead generation, a reason why 73% of organizations have employed/outsourced someone to look after their content strategy.
So, how to begin?
To start with, look for relevant and catchy blog topics which also factor in the SEO keywords. Here is what you can simply do –
• Use tools like Hubspot Blog topic generator and just type the keywords. The link shall prompt several blog topics and you can choose as many as you want.
• Hit upon your prospect’s pain points. Choose topics that speak about their problems and offer a detailed solution to them. Doing his shall not only increase your blog views but also help you build a relationship with your customers.
• You can start by checking what is working best for your competitors. Go to BuzzSumo and type the keywords to check topics that are performing best in that category. You can chose amongst them and re-write them with a fresh perspective.
Now that you have accumulated relevant blog topics, the next most important thing is to document them and pin them to your calendar. Documentation and automated reminders shall take care of the consistency part. The importance of documentation is supported by the fact that ‘32% of B2B marketers say they have a documented content marketing strategy (Source: Hubspot).
It is easy to write 300-500 words blog. So, even if you have to post 16+ blogs a month, on an average you have to write 6500 words roughly. It doesn’t sound that bad.
But, the bad news is that longer the blog, higher is its efficacy.
The whole of 2017 has seen an increase in long-form content. The Orbit Survey reports that the average length of blog posts has reached 1,050 words, which is 19% higher than the previous year’s average word length. It also said that 2000+ word blog posts have also doubled in the last year.
An analysis of over 100 million articles by Buzzsumo also proved that long form content is shared much more than shorter articles.
The above clearly shows that the audience is more interested to read long, in-depth content compared to shorter ones.
Here is how long-form blogs can fetch you better traffic and increase your chances of lead generation:-
• The web is currently overstuffed with small length blogs. Long length will help you stand out and earn better chances to be read.
• Most bloggers merely touch the tip of the ice-berg while leaving the rest to customers’ imagination. Audience appreciate bloggers who give them complete information which includes problems, solution and statistical evidence.
• Longer blogs have more back links, better SEO mapping and are more sustainable in the long run.
Now that you have understood that long-form content improves your traffic, let us learn how to create one. Here are few important steps.
- Firstly, ascertain the objective behind your blog. Why are you writing it, for whom is it being written, are you going to use it as a part of your paid campaigns or for organic lead generation and what kind of reach are you targeting can be few questions that you might want to ask yourself before starting off.
- Now that you have completed the most challenging part, choose your blog topic (as per above guidelines).
- Structure your blog carefully dividing it into an introduction, key points and conclusion.
- Write it yourself or hire and expert to write.
- Insert relevant hyperlinks, pictures, videos and proofread it.
- Get going and trigger it across all platforms.
To conclude, let me assure you that content, as a form of marketing is here to stay.
Here are few statistics that support my views strongly.
53% of marketers say blog content creation is their top inbound marketing priority.
On an average, B2B marketers allocate 28% of their total marketing budget to content marketing.
You score 434% better chances of being ranked higher on search engine if blogs feature as a key part of your website.
Blogs highly influence the buyer’s decision in a purchase cycle. As per Hubspot, an average buyer consumes 3-5 pieces of content before initiating a purchase decision.
67% more leads are generated by B2B marketers who use blogs as an active part of their content marketing mix. I hope these figures shall inspire you to blog more often.
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