Semalt Advice On How To Create Blog Entries That Convert
We hear the words "content" and "blog" inflected from everywhere. The world's greatest marketers encourage us to create valuable content for our clients. Sounds good, but... how to do it?
Research shows that as many as 82% of marketers use content marketing in their daily activities on the Internet. Most often, it takes the form of a company blog with numerous guides, infographics, and Q&A (the most popular questions and answers for a given industry or product), tailored to the expectations and dedicated to potential brand recipients.
Of course, we are talking about marketing people. Your corporate blog is directed to them and made for them, so it all starts with them.
If you already know who you are writing to and you are wondering:
- how to run a blog to increase your company's profits;
- how to acquire new customers using content marketing on your website;
- what to write about and in what form, so that someone would like to read it and then buy something;
- how to optimize a company blog to increase website traffic and conversions;
- how to make money on a blog.
You've come to the right place. Here's a collection of tips from Semalt's experts on how to host a corporate blog to drive more conversions.
Why do I need a blog?
American marketer, motivational speaker, and author of many bestsellers Andrew Davis once said:
"Content builds relationships. Relationships are built on trust. Trust is the engine of sales".
This is exactly the main goal of the blog. Sale. Of course, not always only sales, and not always directly. Sometimes the goals of our conversions may be completely different. It is important, however, that they should always be strongly correlated with the business profile of the enterprise.
What is conversion?
Conversion is a defined, priority for our business, completed user action of our website. Some sample conversions?
- Purchase in our online store
- Clicking on a link or a banner
- Newsletter subscription
- Filling out the contact form or contact via chat
- Creating an account and providing, for example, a telephone number
- Number of interactions with a given blog post, e.g. the number of comments, likes, content shares in social media
- Downloading a given material, e.g. an e-book or infographics
How to measure conversions?
Google Analytics is here to help. To find out if a blog is converting, and if so, how effective it is, we need to identify the business goals of our website, then structure them in GA ("Conversions => Goals" report) and measure the conversion rate continuously.
Thanks to this, we can easily observe changes in the goal's conversion rate. This percentage shows us how many people visiting a given subpage performed the planned action, e.g. subscribing to the waiting list for a selected product.
For example: if we plan to start pre-selling the course online, our landing page informing us about our plans was visited by 1000 unique users, and 50 of them left their e-mail in the form so that we can inform them about the upcoming premiere, the goal conversion rate will be:
Conversion Rate (CR) = (50/1000) x 100% = 5%
How do I optimize and improve my blog goal conversion rate? 5 key life-hacks for copywriters
Conversion Rate Optimization (CRO), i.e. a set of actions on a website that increases conversion, in the case of a blog is primarily to facilitate the reader's access to your content and its readability, as well as take care of its real usefulness and content of the creator. In short: Your blog posts are designed to be good and useful for both Google's algorithms and alive, real users.
A well-run company blog with effective, valuable content supports the positioning of the company's website and generates traffic on the website, and also turns the blog's readers into potential customers and well-warmed leads. What to do to make our company blog the absolute top of the top, and our content, full of brilliant headlines, long-tail, and short-tail phrases, to appear at the top of the search results?
1. Define the purpose of each blog entry
If you don't know what and what you are writing for, let it go. If you yourself are not able to define the purpose and the theme of the text, the more difficult it will be for your readers to find them, and the text will turn out to be completely useless. Combine a catchy, catchy topic with one of your business goals and goals in Google Analytics.
Topics that usually attract a lot of readers and can work for the positioning of our website over the years are blog posts like "How to" and "What is", or how to do something or what it is.
2. Take care of the H1, H2, and H3 headings
The appropriate structure of headings is a key aspect both for the reader who finds it easier to find their way in the text, and for Google robots, to whom we indicate what they should pay attention to in the first place. You can read more about good headlines here.
To simplify, let us consider that:
- H1 is the theme of your text, the title of your book.
- H2 are the subtitles, the chapter titles of your book.
- H3 is the subheading, dividing your chapters into the most important paragraphs and thematic parts.
When writing text in Google Docs or in tools from the Office suite, mark the headings immediately so that it is easier for you to format them later, by adding them e.g. via the WordPress platform to your website.
3. Don't forget to format your text
We have a few seconds to get the reader's attention and to minimize the bounce rate, so avoid blocks of text that you just can't get through. Bolding and dividing the most important fragments into shorter paragraphs, scoring or enlarging selected key citations in the text are just some of the solutions. Formatting must be user-friendly and make tasting your content easy.
4. Use click-bait titles and various forms of content delivery to catch the reader's attention
The more time a visitor spends on each of your blog posts, the better. Before that, however, he must click on it. So provide him with a tempting title, and then provide enough attractions and various forms of substantive content so that he does not run away and wants to stay here for longer. Your text will perfectly complement a simple video, infographic, or chart.
5. Place the CTA in a visible, easily accessible place
CTA, or Call To Action, is a button with a simple phrase, prompting the user to convert, for example, well-known to us from Allegro, "Buy now", "Download e-book". At the end of a given blog post, it is worth placing a CTA, encouraging you to express your opinion or supplement the text in the comment, as well as inviting you to share this article on the reader's social media profiles.
Language of benefits + social proof + bullet points = more conversions
Surround all CTAs with social proof (social proof of the rightness of a given action) and language of benefits (talking about how the performance of a given action will change the life of a given user. Use bullet points and short, specific slogans indicating the benefits of a given solution.
By reading each entry on Semalt's blog, you can subscribe to the newsletter, download the e-book, request a free quote for potential cooperation, or contact our specialist with one / two clicks. Your client mustn't have to look for the CTAs that you primarily care about. Give them to him "on a tray".
5 books that will turn you into a master of passive selling using good content
If you want your blog content to convert better and increase your company's sales, we recommend 5 guides that will teach you how to copywriting step by step in practice. Thanks to them, you will become adept in the art of creating content that has a good impact on SEO and the wide positioning of your website, generate valuable leads, and ultimately sell.
How to choose phrases for positioning your blog?
For the website's marketing campaign in the search engine to bring profits, you "need to be found" by a potential client. How to do it?
The first stage is a thorough analysis of the offer and the website. This is very important as our keywords must be closely related to the business as well as its reach. It's also worth knowing what types of keywords exist, and we have five of them:
- General keywords. As the name suggests, these are words that define a very wide category of services or products, e.g. hotels. They have a large number of searches and are very difficult and expensive when it comes to positioning them.
- Side keywords. That is, those that describe the entered queries more accurately, e.g. cheap hotels in Warsaw.
- Long tail (called Long-tail). These are multi-word phrases that specifically define the service you are looking for, e.g. cheap hotels, hotels booking New York.
- Regional keywords. They define the place where a given company operates.
- Brand keywords. They indicate the brand name.
Once you know what categories your keywords are divided into, you can proceed to the stage called "brainstorming".
Imagine someone who has never heard of our company, but is looking for a product or service from our offer. Here it is worth remembering to choose the words that our potential customers will use. To be visible in search engines, websites "must use" the language of the users. A great idea for the correct passwords may be a question, for example, to friends or family about how they would look for our service or company on the web. It may turn out that they enter terms that we would never have thought of.
When preparing your list of potential keywords, you also need to determine what combinations of keywords can be used.
For example, we have a store that sells natural teas and other tea accessories in Warsaw. Such a website will require several main, basic groups, eg: natural teas shop, green tea shop, tea accessories, etc. Remember to add the regional phrase.
When creating a list, it's a good idea to create as many variants of basic words as possible and then focus on their combinations. Potential keywords are also plural and singular forms, abbreviations, synonyms, and words with misspellings. It is discouraged to use very general terms, such as tea because it is simply not profitable. Such words are very competitive due to the huge number of indexed pages. This can be afforded by, for example, very large companies or online stores that have not only a long history on the web but also an appropriate budget.
Focusing on longer phrases may turn out to be an excellent chance to obtain a good ranking position, e.g. if we decide to use the phrase: natural green tea shop Warsaw, we will use many combinations of keywords at the same time: tea shop Warsaw, natural tea shop, green tea shop, natural tea shop Warsaw, etc.
Conclusion: How to run a blog that sells and makes money?
Certainly not "on your knee" and without a well-thought-out strategy. Develop your copywriting skills, learn from experienced practitioners, and implement our suggestions, and you will certainly quickly and effectively develop your creative wings.
If you have any other questions or would like us to audit your corporate blog, write to us! We are happy to suggest what to do and help your blog posts top the Google search list.