Five years ago, I decided to forego sponsored advertisements as a means of expanding my firm. My goal was to be the proof of my own pudding and to sell my company’s brand only through written content. There couldn’t have been a better plan for a content development agency like mine, which is what we were.
For two years, I concentrated solely on content creation, not spending a single penny on advertising throughout that time. Towards the conclusion of the second year, I’d published 215 blogs, which had 500 views each day and generated a monthly income of $29,000 dollars.
However, the enthusiasm quickly turned into tiredness. I recognized I was putting in too much effort without seeing the results I desired. I was writing at all hours of the day and night, producing blogs that I was embarrassed to share, and constantly racking my brain for new ideas that my target audience might relate to.
What exactly was it that I was doing wrong? My business didn’t grow as a result of my extensive blogging efforts, so what went wrong? I couldn’t figure out why I’d struck a ceiling.
Following a series of disappointments, I decided to take a step back and reconsider my content marketing strategy. I took some time to reorganize and restructure my business, sure that I did not want to resort to paid advertising again. It was via this process that I developed a formula for expanding my brand through blogging, which I called a content strategy.
After putting my content plan into action, I began to observe some really promising outcomes. We were bringing in $71,000 each month in income. The number of keywords for which we were ranked on Google more than doubled. Our inbound leads were highly qualified and eager to make a purchase when we reached out to them.
According to my nine years of experience in content marketing, blogging can help you develop your brand, but only if you have a well-thought-out content plan to back you up. Here are five steps to follow in order to construct your own.
Table of Contents
Identify your target audience and discover how to convert them into customers
You can create material that is complex and well-polished, but if it is not what people are seeking for, it will not be noticed. Consider the following scenario: if your target audience is interested in learning how to produce goat cheese at home, they will not read your beautiful and in-depth blog on the history of goat cheese.
Find the sweet spot between your area of expertise and the issues that your target audience is interested in reading about in order to avoid spending time generating content that no one will read. Consider the following scenario: you are a pastry chef, and your audience is interested in learning how to bake. Add recipes and baking ideas to your blog in order to capture their attention.
The following phase is to convert your target audience into paying clients. Create a website that has clear paths to your product on the homepage. When you have a capable customer support crew on standby, it’s like magic to convert hot leads into paying clients.
Use the right SEO keywords to boost traffic
Google receives more than six billion searches every day at this point. Obtaining a high ranking in search results is an effective approach to get your brand in front of a large number of people.
To generate content that is optimized for search engines, start with root keywords. Look for inspiration in your products or services for these. If you offer pastries, for example, you may include keywords such as “chocolate cake,” “recipes,” and “bread.”
Next, you’ll want to create long-tail keywords that are related to your root keywords. It is best to concentrate on long-tail keywords, which are often three or more words in length, because they have less competition to rank on search engines and because consumers searching for these terms are more likely to be making a purchase. An individual who searches for “little black prom dress” has a higher purchasing intent than an individual who searches solely for “dress.”
Using a keyword research tool, you can discover long-tail keywords. Using sophisticated keyword research tools, you can find out important information about keywords, such as how competitive they are, how many people are searching for them, and which websites are currently ranking well in search results.
If you’re new to blogging, where should you focus your efforts on publishing the majority of your content? On Facebook, which has 2.6 billion monthly active users, what do you do to get noticed? On the blogs of other websites that have built followings?
Unfortunately, many new bloggers devote all of their time and energy to social media and guest writing. Despite the fact that these platforms are wonderful, they should not be the place where you build the basis for your content “home.” Post to a platform that you have complete control over – one that will allow you to expand slowly over time without being concerned about disruptions.
Take, for example, what happened when the Huffington Post stopped its platform for guest blogging. Numerous bloggers (myself included) were shocked to discover that they would be losing access to years of hard work and creativity on the day of the announcement. If you construct your content house on someone else’s platform, there’s no guarantee that you’ll always be in complete control of your content house.
Concentrate on blogging on your website in order to establish brand authority. Make it a point to spend the majority of your time there, publishing your greatest work.
Tips for establishing your content house with authoritative material include the following:
- Never, ever use a lighter. Take a deep dive into themes and support what you write with actionable advice, statistics, and scientific research.
- Create blog posts that are greater in length. Lighthearted and entertaining pieces of 500 words or less are appropriate for social media; nevertheless, authoritative information should be at least 1,500 words in length. In-depth instructions should be 3,000 words or more in length.
Create content strategically and constantly
Content creation should not be left to chance or the whim of the creative mind. Instead, it should be strategic, consistent, and well-thought-out in its execution. Schedule time in your calendar for the creation of content in particular. Create an editorial calendar that includes themes that correspond to specified publication dates. I fill my editorial calendar with issues that will be relevant for the next three to six months while I am planning content.
Keep your content up to date and market it
Content, like a house, requires regular upkeep over the course of its life. At the very least, I go over my existing stuff once a year. I update outdated statistics, make formatting corrections, and add fresh tales and facts where they are relevant.
Make sure to promote the material you’ve created. Inform others that it is available. Make a post about it on social media. Send emails to the people on your mailing list. It is recommended that content marketing be composed of 20% creation and 80% promotion. When you create original, valuable content and distribute it across the platforms that your target audience uses, it won’t be long until your content marketing accomplishments begin to snowball.