If you want to look like an expert in your field, the more content you share the better. Posting industry intel via a blog is the best way to stand out and support your customers so they turn to you when they need help.
This type of information also fuels your social media feeds and gives you great material to use in white papers, infographics and case studies. In other words, it creates a library that you can draw on for years to come.
However, you have to feed it with new, engaging content based on the right keywords to really hit your stride.
First: Decide what you want to accomplish
HubSpot lists nine potential goals for a marketing strategy. They range from boosting revenues to positioning yourself as an expert. Set your goals to generate a certain number of leads to make sure what you write aligns with each outcome. That way, you plant the links you need to point people to the next point in the sales funnel. This will also impact the voice you use: enthusiastic sales person, calm advisor or somewhere between the two.
Second: Get over the idea that your industry is boring.
Yes, you see the same processes happen day after day, but others don’t get that view. Have a new employee walk around with fresh eyes to show you what they find exciting. Think about the questions that customers ask you about what you can do and create a ‘Did You Know’ segment. Have fun and show off your personality
Third: Build a plan
Set up a schedule and stick to it. If you don’t have time, find a writer who can reflect your voice. Choose four or five themes for the month, such as industry leadership, FAQS and customer profiles. Include ways to deepen your relationship with your followers. Plan how you will move someone from a prospect to lead with gated content, like white papers or demo offers. Run a few contests to really pique their interest.
In other words, make them want to come back for more. That means having a clear call to action three times within links and native ads that take them to form fills. Don’t waste a single opportunity.
Fourth: Monitor the competition
See what keywords your rivals have on their pages, including their headings and the content. What themes draw the most comments from customers on their posts (if they allow them) and their social media feeds.
Now, up your game to produce even better blogs. Go deeper into a popular topic and offer more advice. Enlighten people about your industry with a new approach, setting yourself up as an obvious solution to their problem.
Fifth: Get your message out there
Don’t just post the blog and wait for people to discover it. Entice people to read each one with a welcoming social media post. Use the right hashtags and tag organizations that you’ve cited in your research. Thank you. Shine a spotlight on your allies. When you start out, ask some customers to share it on their channels as well, especially if you highlight their success with your company. That will expand your reach.
I highly recommend that you sign up for HubSpot’s marketing blog for inspiration and motivation to stick with your plan. It will help you keep on track when you feel you are adrift. However, getting results from your blog will energize you to carry on when you get the right recipe.