As buyer behaviors have changed significantly over the years due to various advancements in digital search technology, blogging for business has become way more complex than it used to be. When inbound marketing driven SEO agencies create blog content for their clients, they take into account a number of things including:
- Keywords and their best variations
- Topic relevancy
- Target audience buyer personas
- Buyer journey stage
- Internal linking
- Voice and writing style
- Length and format
- Mobile friendliness
- Social sharing opportunities
A 500-page whitepaper could be written on the points mentioned above; as these are just some of the key components to a successful content marketing strategy propelled by blogging. Yet when it comes to the reasons why potential buyers either glance at your blog and move on, or read it and vow to never touch another piece of your writing again, there are five reasons why nobody gives a damn, a brass farthing, nor would they give you the time of day when it comes to your content.
Blogs Need Creative Images
According to HubSpot, blogs with images get 150% for reads than those without any pictorial content. But images can also be a major turn-off for readers if you don’t use the right ones. People are sick and tired of seeing cliche images like some obnoxious meme that says “Content is King” of an image of a typewriter with the word “blog” typed on the sheet. Get creative and use images that relate to your content but that aren’t so painfully obvious. Remember, your main image will be the first thing readers see, and if it is so cliche that it scraped the bottom of the boring barrel, people will suspect your writing is just as vanilla. That said, get creative: think of metaphors, ironic situations, and images that will make people curious. Finally, get a membership with an affordable image provider. While Getty Images and Shutter Stock are expensive, companies like 123rf are significantly more affordable and have great, HD images. Ideally, you will want to use more than one. Consider one image per every 300 words or section as a general rule of thumb.
While is is good to educate readers, you don’t want to write as if you were conceived by an encyclopedia and a textbook. Provide facts but use your passion to make them interesting. This will help people understand how your products and services can improve their lives; just be sure to let your passion shine through in your words. When readers sense that your heart is in your brand, your passion will allow them to connect with your writing and better help them see your products from an emotional standpoint. And remember, emotions lead to sales.
Don’t Turn Your Back to SEO
If a tree falls in the woods and nobody is there to hear it, does it make a sound? If your blog has amazing content, but nobody is there to read it, is it really a spectacular blog? While you certainly want to write for your human audience, your blog still needs to be found in order for it to be read. Follow these steps:
- Execute a keyword discovery strategy
- Finalize keywords while determining which are low-hanging fruit to go after, and which are impossible to rank for
- Create longtail versions of the impossible keywords
- Pad your longtail keywords with content specific to your buyer’s needs
- Provide answers to popular industry questions within your brand’s context
- Educate readers with well-written authoritative content
- Use geographic specific keywords (if local SEO is part of the scope)
If you own a brick and mortar hobbyist shop in Portland that sells drones and you also have an eCommerce website, there are some big SEO considerations you will want to take into writing your blogs. Trying to rank for “where to buy drones in Portland” or “drones in Portland” is fine. Keep in mind that local SEO is significantly easier to achieve in reasonable time than national. But when trying to rank for eCommerce purposes avoid focusing your start with massive keywords like “drones for sale” that Amazon and other huge retailers already rank for. Instead try ranking for “best drones for beginners” or “drones for sale with 300m range”. You can even think specifically about your customers and go for keywords like “amazing gift ideas for 12 year-olds”. Your blog keywords need to be specific so they will rank, and directed to the right kind of buyer. After all, an advanced drone enthusiast won’t give a damn to read about beginner drones, while the parent of a 12 year-old boy looking for the perfect birthday gift would be.
Lacking Creativity in Blogs
Successful blogs do all of the things we have mentioned so far, but if there is no creativity in between the words, a lot of people will lose interest. Let’s go back to our example of the company in Portland that sells drones. Your content will want to have great images, showcase passion, and rank for the right keywords that target the right buyers BUT if you can’t execute at a creative level, you may be left listening to crickets.
The power of the narrative voice is a great way for getting hyper creative while representing your brand and demonstrating your passion. Create blogs that tell stories. When people read stories they automatically put themselves into the scenario, and if the blog is well-written your readers will imagine how their lives could change with their hands on your products. Here are some potential blog titles specific to this example:
- Jake’s Special Day: How the Syma X5C Drone Bridged the Father / Son Bond
- My Son’s Miracle: How Drones Helped Michael go Into Remission
- Lost and Found: How Tammy’s Drone Found Her Missing Dog
When your blog gets creative and tells a story, you are writing memorable content that stands out from your competition. People will better identify with your brand, and these types of blogs always get more social shares.
Readers Give a Damn When You Write FOR THEM
First, Understand who your buyer personas are. Then determine what their questions, needs, and challenges are. Once you have that data gathered from your sales team, through interviewing customers, and examining social media interactions, create a series of blogs aimed at each cohort.
For example, if you sell drones then two buyer personas could look like this:
- Family Man Dan – Mid 30s, married, has kids, lives in suburbia, loves the outdoors, always looking for new outdoor family activities. Family Man Dan isn’t tech shy, but is by far not advanced on the subject.
- Drone Nerd Nick – 20s, single, has advanced knowledge of drones and is skilled at flying them. Drone Nerd Nick is always looking for ways to modify and enhance his drones and when new ones hit the market he wants to be the first to get his hands on one.
So what kind of content would these two very different buyers give a damn about, and what is the purpose of writing content FOR them? Family Man Dan needs to become aware that a drone for beginners would be an ideal way to spend time with his family. The right blog content can center him in the awareness stage of the buyer’s journey, and move him into the conversion stage where we would eventually make a purchase and become a delighted brand advocate. If Family Man Dan read a tech-driven advanced article on camera specs and ways to get greater flying range, he wouldn’t give a damn because, at this point, he doesn’t even know that a drone would solve his problem.
Buyers like Drone Nerd Nick won’t care about blog content geared for buyers who in the discovery stage; he already has a deep well of knowledge on the subject and is looking for more niche, specialized content. If you can create content for this buyer persona that shows how your drones are the most advanced on the market, or you have advanced customization kits to write about, you will be far more likely to nurture these buyers through content designed to meet THEIR needs.
Did You Give a Damn About These Tips?
If you found value in these tips, we are certain you will love our guide on Inbound Marketing. It’s FREE for you to download below. Got questions? We love chatting. Feel free to reach out to us at any time!