6 Tips to Improve Your Blog Articles and Market Your Brand More Effectively
Blogs for your business are a great source of rich content that you can pull from in order to drive traffic to your site. They can also help position you as a thought leader in your industry or niche. That means they are incredibly important when it comes to marketing your brand as a whole.
But you can’t write blogs, post them, and then expect people to just find them. You have to put in the work to make them both discoverable through online searches, as well as actively market your blog articles.
In this article, we take a look at some tips to help you better market your brand’s blog to help improve your brand awareness and increase conversions.
1 | But First, Keyword Research
Grab a coffee, because we are digging in! Every blog that you publish has the opportunity to rank higher in organic online searches. In order to rank higher by search engines, you have to fill your blog with the keywords and phrases (sometimes referred to as long-tail keywords) that your audience is searching for.
How do you know what your audience is searching for? Chances are you probably have a general idea. If you offer marketing services, chances are potential clients are searching for phrases such as “marketing agency” or “how to market my business.”
It’s important to go deeper than just these surface-level terms by looking at the metrics and for more specific related keywords. Using a platform that helps you do keyword research, such as Semrush, can really help you dig into the numbers. Some key metrics to pay attention to include:
- Volume – the number of searches the keyword gets
- Keyword difficulty – how competitive the keyword is to rank (higher means more competition)
- Search intent – indicates whether the user is looking for information, a specific page, or to buy a product/service
- Cost per click (CPC) – the average price advertisers pay for that particular keyword
Ideally, you want your target keywords to have high volume and low keyword difficulty scores.
Also, make sure that you pack the best performing keywords into your title, subtitle, and first paragraph as these are the parts that search engines use to rank your web page. Then don’t forget to create a custom url that also includes the best keywords in it, as well as in your meta description of your blog.
2 | Don’t Forget Evergreen Content
When thinking about the blogs you want to publish, don’t forget to also include evergreen content into the mix. This is content that you can continue to revisit and pull from months or even years later. When done well, evergreen content can help you get more for your time and energy because you can continue to promote that content over and over again.
3 | Include Rich Content
With every blog, ask yourself what your target audience will get from it. Are you providing them something of value? If the answer is no, then this blog isn’t worth your time and energy–and we all know just how much time and energy writing and publishing a single blog can take!
If the answer is yes, this is often referred to as rich content. In other words, rich content is something of value that you offer to your audience for free. The free part is crucial. Rich content helps you build trust and community with your audience, which is the first step in the buyer journey. So don’t put all of your valuable content behind a paywall.
4 | Link It Internally
The more links to your website, the higher it ranks. The more links to your blog, the higher it ranks! So make sure that your main website includes a link to your blog and that in your blog articles, you are also linking back to your website. This lets search engines know that your web page is credible and helpful, helping it rank higher. Plus, linking to relevant content across your site in your blog can help drive traffic to information and product pages that further the buyer along their journey.
5 | Include Images for Searches and Social
Including images in your blog helps in several ways. Adding alt text to each image can help search engines categorize your article. Your alt text should include relevant information and keywords, but should also be easy to understand for those who are vision impaired (make sure you follow alt text guidelines for the visually impaired).
Setting a main picture for your blog can help with search results and social media. Search results will include the main picture for your blog, which can also help draw eyes to your blog in a search result list. It also makes it easy to promote your blog across socials. When you insert a link into a social post, it will pull up the main image associated with your blog. Study after study shows that images perform much better than text alone on social platforms.
6 | Promote it in Ads and Email Newsletters
Finally, promote your blog in ads on search engines and social platforms. Where you advertise depends on your brand. In other words, advertise on the platforms where your audience is, otherwise you are just wasting your money.
Then don’t forget to also promote your blog articles in your newsletters. Delivering something right to your customers’ inbox with a link to your blog can help drive traffic to your site. If done well, your blog will then help drive conversions.
Final Thoughts
Blogs are great for rich content and evergreen content. They can help drive brand awareness, build community, and increase trust between you and your target audience. But you have to put in the work to market your blogs for maximum impact. By following these tips, you can improve your blog articles and help drive conversions or increase your position as a thought leader.
Need help developing your brand’s blog? Let the experts at Tintero Creative help you! We believe in creating content marketing that helps tell your brand’s story in a way that works for your industry, digital trends, and marketing best practices. Learn more about our innovative team and practices by scheduling a free consultation today!