Posted by BBN Central on 23rd Apr 2024
Quality Over Quantity: A Strategic Content Investment
Welcome to the fourth instalment in our series of seven articles, each dedicated to exploring smart investment strategies for fearless
READ MOREPosted by Rien Mertens - BBN Belgium on 25th Jun 2019
What should you write about? Where do you find inspiration? How will people find and read your blog? And how do you attract new customers with it? If you’ve ever found yourself pondering any of these questions, this blog post is here to help! Read on for a step-by-step guide on how to create a successful SEO blog.
A blog is a space where you regularly publish and promote new content. Content that relates to your business and industry; here at BBN, we might write about content marketing, for example.
The main purpose of a blog is to help your visitors. Your blog has to be relevant and visitors should learn something new so that they leave with a positive feeling about your brand or business.
Maybe the better question to ask is: why not? Blogging offers a whole host of benefits. Sure, it takes time to find a topic, do your research, write your content, optimise it for SEO, design your blog and promote it. But once your blog is online, it will keep ‘working’ for you.
Blogs can help you:
If you can’t find the time to write a blog yourself, simply contact BBN and get our specialists to give you a hand!.
Realising that you should be blogging is one thing, but actually writing an SEO blog is a whole different kettle of fish. With these tips, you’ll be up and running in no time.
Topic: one topic per blog
Think about your audience when choosing a topic: which questions and problems do they face? You should treat your readers to informative content that is worth saving or sharing. Don’t write about yourself, but do write about your expertise in your sector. And always remember: focus on a single topic per post.
To help you decide what to write about, draw up a list of potential blog topics. The following questions might be useful while brainstorming (as might the HubSpot Blog Idea Generator):
One handy tip: bundle together topics that support the same conversion or CTA, such as all blogs about content marketing that offer a Content Marketing e-book as a download.
Next, find out which keyword combinations score well for the topics you’ve listed: which keywords do your buyer personas and your industry use? What is it they type into Google? It’s important to research this aspect to make sure you rank highly in their search results (there’s more on SEO in point 2).
Title: the more specific, the better
Your title is what draws people in, so it’s crucial to get it right.
Take a look at the title of this blog, for example: ‘Writing SEO blogs that work? Check!’
Design: structure, white space and images
You want your blog to be read, so aside from its content and writing style, you need to make sure its design draws readers in.
SEO: keyword combination and links
Do some research into what your target audience is looking for online: what questions do they have, which keywords are they using, which combinations of terms are they typing into search engines? You can go a long way just by using common sense! In addition, use these tips to find out which specific keyword combination (long-tail keyword) is best for you to use:
Once you’ve decided on a long-tail keyword, you’re all set to optimise your blog. You can do so by using your keyword combination (or parts or variations of it) at strategic locations:
Make sure everything keeps sounding natural: if not, your readers will lose interest. In other words: don’t go overboard — you don’t have to include the exact keyword in every single title or paragraph. Regularly use variations or synonyms of your keyword to keep the text flowing naturally — Google is smart enough to recognise these terms.
Last but not least: try to incorporate a few interesting links to other content in every blog. This will push you up the Google ranks, as it proves you’re trying to help your readers.
So, what have we learned so far? Your readers should always come first: you’re writing a blog to help your visitors. Of course, you’ve also got a brand or product to sell. There’s no need to shy away from that fact — but you do need to make sure it’s not too obvious. By showing your readers that you know what you’re talking about, you’re putting your faith in them to take the next step.
A strategic nudge in the back — in the form of a CTA (call to action) that ties in with the topic of your blog — might just send them down the right track. Consequently, you should try to find an offer that’s of interest to your readers and that fits in neatly with your blog content. In doing so, remember the following tips:
Useful blog posts will be shared on social media before you know it. As such, you should include clear social media buttons that make sharing as easy as possible. That way, your readers are just one click away from spreading the word.
Remember: every blog presents an opportunity to attract new visitors, so allow yourself the time to make sure every single post is worth your readers’ while. Also, try to post frequently and ensure your writing style is consistent.
If you’d like to offer readers the opportunity to have your blogs delivered straight to their inbox, make sure you’re fully compliant with the GDPR legislation on personal data.
Does my title draw readers in?
Is my blog SEO-optimised?
Does the CTA tie in with the blog topic (e.g. ‘download e-book’)?
Are social media buttons (clearly) present?
Would you like to find out more about content marketing?
DOWNLOAD OUR CONTENT MARKETING E-BOOK NOW
Thanks for the photo by Lauren Mancke on Unsplash
Posted by Rien Mertens - BBN Belgium on 25th Jun 2019
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Subscribe nowPosted by BBN Central on 23rd Apr 2024
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