By Cyndi Miller, CEO of Miller Public Relations
Want to greatly improve your return on investment (ROI) through content marketing?
Content-rich pages are very important pieces of “real estate” on your website. Speaking of real estate, the key strategy in purchasing prime property is location, location, location. Within a website, in addition to having necessary “home”, “about”, “services” and “contact” pages, another key strategic move in navigation is blog, blog, blog.
Your business/practice should have a blog page or a section on your website that houses these multiple business journal entries—blogs—on a recurring basis. We at Miller Public Relations recommend at least two blogs published per month to keep content FRESH. Content is king after all. Let me rephrase: High-quality, keyword-rich content is KING! In other words, quality words trump a quantity of drivel.
Creating original copy that is unique to your business and useful to your clients is the goal, and it requires a good bit of research. Repackaging or repurposing existing information in a new and engaging way is also acceptable. Important caveat: No plagiarizing here. Copy needs to stand on its own. And if statistics are referenced, always quote the source. A blog should also be written in a conversational and somewhat casual way, even if tough topics are presented. Be practical, thoughtful and use common sense. Know your audience and its conventions.
Marketers who prioritize blogging efforts are 13x more likely to see positive ROI, according to HubSpot, developer of software products for inbound marketing and sales. Whatever type of schedule you want to keep with blogging, expert content managers and copywriters at Miller Public Relations can help.
We suggest creating an editorial calendar, or sequential listing of relevant topics, keywords, links and dates for publishing blogs. With your busy schedule doing what you do—attending to your clients—you need to stay organized in reporting what you do for them. And what you can do for potential clients. Fast fact: 69% of companies use an editorial calendar for blog posts (source: Curata). Let’s get organized together!
Why Blog? Let’s Dig A Little Deeper
Here are some big reasons to blog in your business. You want to:
- Establish a thought leadership position in your field or specialty. You want to be known as the go-to source for a specific product/technology or service. Without being too technical for your target audience, don’t be afraid to go deep on a specific subset of a blog topic. You know your stuff, and you want your clients to know it too! Knowledge is power especially if your clients are inclined to act on it.
- Produce leads. It’s simple math: More pages on a website equal more leads. On average, companies with blogs produce 67% more leads per month than those without (source: DemandMetric). Also, well-written blogs drive search engine optimization (SEO) traffic. More blogs means all the more chances you have to rank for keywords on search engines such as Google or Firefox, for example.
- Attach a personal touchpoint to your business—put your voice and personality out there into the universe. The good karma will come back to your business. And make sure to have a mechanism for feedback so that communication is two-way. As in, current and potential clients can engage you with questions, comments and feedback. Definitely a relationship builder.
- Create brand awareness of your name and tagline at every opportunity, and introduce the reader to a new technology or service in your business. Incorporating a simple infographic into your blog can be especially useful in medical marketing, for instance. A picture is worth a thousand words. An infographic (a picture with a few key words, such as a chart or diagram to convey information) can be worth more than a thousand words. B2C marketers use infographics more than any other content strategy (source: Content Marketing Institute).
- Stay ahead of your competition. That’s the game. That’s money. An eye-catching website with a robust blogging system in place will keep your business constantly active. Fast fact: 69% of marketers increased their blogging frequency in 2016-17 (source: Social Media Examiner). Just imagine what your competition is doing now!
- Convert web page clickers into clients. People who click on and click through your site, stay on a page for roughly 45 seconds to a minute or more if you’ve got the content. They may share a page or blog with someone who needs your services. You want to convert the clicker into a potential client by getting them to act: Ask a question, comment on something, schedule an appointment. Companies that implement content marketing strategies see 6x higher conversion rates than those who don’t (source: Content Marketing Institute).
We will help you climb your marketing mountain with a bold strategy for blogging to bring desired returns. For more information about Miller Public Relations, give us a call at 817.281.3440 or email us at firstname.lastname@example.org.