Professionals and businesses, even in 2020, suffer from an existential crisis about the impact of blogging. Somewhere convinced that blogging is necessary, they hire content writers for business blogging and demand immediate web traffic. While organic traffic generation is nearly impossible for new B2B players on the Internet, content writers are immediately put off when asked if their blogs can help increase website traffic!
Here’s a content writer’s complete guide on how to research, write, and market perfect business blogs for organic traffic & ranking. Note that the process is incremental. Set the right expectations.
Topic & Keywords> Audience & Author Persona> Story & SEO Structure> Visuals> Marketing
How to Determine Blog Topic & Keywords?
The very first thing in the process of getting organic traffic through a company’s blog is to understand your market. Typically content writers wait for a title to get started with writing the blog. If this is a practice that you follow as a content writer, you make growth difficult.
Although you are given a title to write a blog, your first task is to understand the market in which your business operates. You have to figure out the competitors of the company for which you are blogging. You have to find out what the industry is talking about and how intelligently you can tap into it.
Suppose your client is in the recruitment domain. The industry is discussing work-from-home remote hiring. From this discussion, you find keywords such as work-from-home, remote hiring, and others. A standard 800-word blog best uses two high-ranking keywords high on search volume and low in cost (indicating competition), since high competition keywords won’t let you enter the market organically. Anything that is not organic requires paid promotion.
If you already have the topic, you can still leverage your keywords research to enrich the article you have been asked to deliver. You have to weave your story harmoniously by incorporating the popular search queries you have researched for optimum organic marketing of the blog. Keep in mind that everything you say must drive the reader toward a single call-to-action.
How to Determine Audience & Author Persona?
Once you are through with the above process, you should determine your audience and author persona. For example, take this article you read and understand how I have defined my audience and author persona. My primary audience is you as a content writing service provider or an in-house business content writer. My secondary audience is anyone worried about how to increase website traffic through effective blogging. Determining the audience for a blog helps you address the pain points that directly concern your audience. It makes the writing more personal and fosters business collegiality. The content writer uses “you.”
What is the author-persona in blog writing? Author-persona is the creator of the article. Typically, the creator is the writer of the blog, but it is also the company. Unless a content writer can express subject authority, it is better to set the author-persona to the company name, which means the content produced is endorsed by the company unwilling to create any reading-bias. In this context, the content writer uses “we” instead of “I.” Observe how, in this article, I use ‘you’ instead of ‘they.’
Develop Business Blog Content & Optimize it for SEO
You have determined the topic, the title, the keywords, audience, and the author persona. You have all the ingredients to get your writing chops to develop a well-written blog. If you have nothing special to say, then read what your competitors are writing, Analyze 6-8 blogs by different competitors on the same topic, and find the missing link to develop your piece. This requires active reading and understanding of information your competitors deliver through their blogs. Please ensure that you don’t end up plagiarizing content and credit source where it is due.
Done with your blog, create subheadings and sub-sub-headings as necessary. Write in active sentences, focus on sentence length not exceeding 16 words per sentence, and use transition words. Distribute keywords in the title, the introductory passage, the subheadings, and generously over the body of the article. Write a meta description that summarizes what the article is about, use tags and categories. Link your article to existing articles on the website where yours will get published—hyperlink sources, infographics, data, facts, and figures to credible external websites. Use alt tags (usually the title of the article) for your featured images and internal graphics.
Create Visuals for Business Blogs
Creating visuals for blogs is usually a task for graphic designers but, if you wish to take complete charge of the performance of your blog, maybe you should consider focusing on the art. You don’t have to be a Grade A Illustrator from the London School of Design or CalArts. All you need is a basic inclination toward arts and aesthetics.
As a content writer, if you are a part of a digital marketing team, your design team will already be neck-deep under assignments. Your hands-on experience in design or the ability to use a resources’ design chops helps you make your content attractive. Now take this. Given that many organizations don’t care about these nuanced strategies, they miss out on traffic that’s interested in content that’s both intellectually and visually stimulating.
For perfect business blogs, you need attractive featured images. These images suit your blog marketing. Later, you need to create social media visuals that impress on the traffic the class of your content. Yes, looks do matter and the quality of the information or opinion that the blog represents. 5 Visual Marketing Ideas for Stellar Digital Branding with Canva
Social Media Marketing for Perfect Business Blogs
Once you have a blog published, it is time to market it. But will you snip a text and share the link? Social media marketing is best when contextual. So, here you have to know how to make it contextual? What contexts are you going to draw over?
Like the graphics design team is in charge of designing, businesses have separate social media teams too. But most of the time, in a B2B setup, social media posts are lean and uninteresting, provoke no engagement. In the case of a legacy business, the engagement analytics you see is a false impression of the inactive following. Unless your content is received with Like, Love, Share, RT, Comment, etc., you have to continue your efforts. Here, you, as a content writer, can take charge of the marketing aspect.
Build on that fine line that connects your piece to the cause that’s trending. When I write about “9 Formidable Big Data Analytics Tools for 2019,” I can genuinely match the premise of my article to the pulse of the industry and get new readers to visit my website. So, if you have to share an article about a new line of service, check what’s happening in that industry, and map the pulse to your content marketing communication—inbuild the premise right at the beginning.
Perfect business blogs are a package of content that can be readily used for contextual social media sharing.