Blogging Drives Visitors, And Content Drives Leads – Now Pull It All Together
Here’s a secret to inbound marketing: The more you blog, the more visitors you get to your website. And the more new content you publish, the more leads you attract. When you break it down and think about how inbound works, it becomes obvious.
In this article, I’ll give you insight into why this works – because understanding that is important. I’ll also show you how to connect your blogging with your long-form content to gain efficiency and produce even better results.
First, let’s look at why it works.
Google And Your Prospects Are Making The New Rules
Why this works has something to do with Google and something to do with today’s buyer behavior. Google and the other search engines have been transparent with a number of their ranking signals. They want fresh content, and when you blog regularly, you start producing content at a pace that gives you a lot of opportunities to rank on the search engines.
They’re also looking for content that gets shared and engages people. Blog articles that are well-written and content that has quality information translate to more people sharing your stuff. If you promote it properly on social media, you’re going to be increasing the opportunity for your blog articles to get social traction, which is positive for ranking.
The more you produce and the better you rank, the more visitors you get to your website. Simple!
Your Best Prospects Are Persistent, So Reward Them
That’s the visitor part of the story. The leads part comes from the changes in buyer behavior. Today, people are visiting your website over and over again during their buyer journey. If your website is compelling and you're using blogging best practices, people will come back multiple times.
This means you have multiple opportunities to turn them from visitors into leads. But, the only way to convert them aggressively is to constantly be adding new educational content. A simple Contact Us form is nowhere near enough to generate leads. A demo or free trial is also not enough. No matter how important you think your demo or free trial is, your prospects need more.
You have to think about the needs of your prospects first. What questions do they have when they’re in the early parts of their journey? You need to answer those questions with content. What questions do they have when they’re in the middle or consideration parts of their journey? Answer those questions with content, too. Finally, give them value when they’re in the decision-making phase with offers that help them make that decision. Demos and trials rarely deliver that last bit of education.
The more you produce, the more leads you get. Now that you understand the why, let’s dig into the how.
The Inbound Marketing Secret You've Been Missing
The secret here is connecting your short-form blogging with long-form content, social media and email promotions. There’s really only one way to do this successfully, and that’s with a content marketing strategy and planning methodology executed on a rhythmic schedule. Still not sure what that means? Here you go.
If you have aggressive goals, run a monthly planning rhythm. If you have less aggressive goals, you might be able to get away with a quarterly planning rhythm. These planning sessions allow you to ensure that your content is directed at engaging the search engines and your prospects.
Your Inbound Marketing Practicum
Here’s an example. I want to be found for the keyword “inbound marketing.” I’ve connected that keyword phrase with the contextual search phrase “What is inbound marketing?” Google is looking for contextual, searchable content, and answering a question delivers this for them. Do what Google wants and get found more easily.
Now that we’ve satisfied Google, let’s make sure the people visiting your site get what they want. If your blog articles represent a small piece of your longer-form content, you can introduce your thought leadership to readers in bit-sized chunks and promote your longer-form content on each of the related blog articles. Now you have a blog that also generates leads.
If you can tie in the rest of your marketing, email, video, social media and outside influencer content, you’ll have a superbly integrated, well-orchestrated inbound marketing campaign that delivers a lot of synchronization and efficiency in the production of these efforts as well as lead-generation results.
This approach requires a discipline. Don’t just skip right to the tactics. It’s the fast track to mediocre results.
Start Today Tip – If you’ve been disappointed by the results, up the quantity of both blogging and long-form content creation. Keep in mind that quantity does NOT trump quality. No matter how much you create, if it’s not quality work, don’t even bother. Spend the time planning out the campaigns so that titles, themes and questions are getting answered for your visitors. Then start publishing. As long as the rest of the campaign components are there (CTA buttons, landing pages, website and lead nurturing), you should see your results pick up. This might take 30 to 60 days, so be patient. If this doesn’t produce the desired results, consider bringing in an inbound marketing agency expert.
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