What is the biggest myth on the internet? The idea that blogging for your business is easy, fact check says false. The truth is running a blog as an inbound marketing tool takes as much effort as any other part of your business, in fact the average blog post takes just under four hours to write according to a recent study that’s a substantial investment especially if you blog with regularity but for that investment the return can be big businesses that blog can get 55 more web traffic than those that don’t and 67 more leads per month. No wonder 59 of b2b marketers consider blogs to be their most valuable channel

Now before you start writing your first blog entry it’s a good idea to understand a bit of how blogs work to bring you and customers many marketers. Use blocks to improve the company’s search ranking on google and it works, blog can result in a 434 increase in indexed pages on google and a 97 increase in index links this means that potential customers are more likely to discover your business when searching online for a product or service. You offer blocks and also offer big benefits once the potential customer has found you. Why? well 70 of people would rather learn about a company through articles than advertisements and I’m not really sure who the 30 of people who like seeing ads all the time.  I don’t get it but that fact right there is a central thesis for inbound marketing you’re making it possible for potential customers to find you right at the moment.

Think about like this, imagine you own a bike shop and you want to attract new cyclists who are interested in the road biking. So you write a blog about how to get started with road biking, better yet write a series of blog posts like how much should a road bike cost, what gear do you need for road biking, and the best places to road bike in your area, just be sure to wear a helmet. These are all things that a potential customer is likely to look up online before they start shopping and if they read your article you’ve now solved a problem for them before they’ve even set foot into your store and solving problems is the foundation for building loyal customers.

Now that you understand why a blog works by building your SEO, while solving problems for your customers, it’s time to tackle the two big questions what are you gonna write about and how should you write about it. I already gave you a few examples of article ideas for your imaginary bike store but you need to come up with fresh ideas every week to keep your blog effective. You want to approach this

ideation from two directions, what sort of expertise do you offer, and what questions are customers asking about your business. Where these two intersect is where you want your blog to be started by making a list of topics and ask your team to contribute these. Don’t have to be actual blog ideas yet just general topics that relate to your business. Pay extra attention to your sales and marketing folk who likely have more insights into the customer’s wants and needs.

Next run a keyword analysis to find out what people are actually searching for online. Going back to our bike store example you and your team might be experts in bike helmets nutrition for cyclists cycling shoes and bike repairs, keyword research revealed that people are searching for; does cycling burn calories; best cycling helping; best cycling shoes knee pain. Start with articles that intersect between your expertise and customer interests you can later build expertise and other customer interests to address those needs as well spend time looking at what your competitors are writing for your customers and what’s already ranking number one in google. For your target keywords, looking at the competition will help you identify your starting point in order to rank above them in google and win over more readers. Your content needs to be 10 times better and use hubspot’s blog ideas generator to come up with even more article ideas a whole year’s worth.

...Now you’re ready to start writing but a blank page on your screen can be a terrifying. Make sure formatting is optimized for online search and reading. Keep your writing casual and conversational like speaking to a colleague in the break room. Think friendly but professional informative but never patronizing and always be jargon free, preview your main points in the first few lines of each blog so readers know they’ve come to the right place. Give them a takeaway to act on at the end of each article.

Now, are you ready for some real ninja tricks?

Expert bloggers insert passive CTAs as hyperlinks at the start of each article hubspot, research has shown that these links have the highest click-through rates despite this blogs are getting longer that’s because articles over 3000 words get three times more traffic four times more social shares and three and a half times more backlinks. And by the way when writing a blog it’s always good to use some data and research to back up your point and always link to your sources. It’s just the right thing to do when I was feeling especially lazy in high school, i would be like,  I’m pretty sure I heard this from somewhere and just write it down. Why am I telling you this, can i get in trouble for that, are they gonna take away my diploma once your blog is written? Have someone else read it for clarity and corrections or at least. Take a break then go back and give yourself 30 minutes to edit and proofread. There are some pretty good AI powered apps like grammarly to help you check your writing but they won’t catch everything so read carefully, add an image or even better create a custom graphic if you have the resources. Then click publish. You can post the link on your social media channels and any other online marketing outlet like a newsletter but don’t spend time worrying about immediate traffic the best blog posts have a long tail meaning. Their value unfolds over time as people discover them through organic search it can take up to six months of consistent blogging before you see any return and most businesses give up before then so stick with it and you’ll gain a competitive advantage.

You’ll just have to keep blogging steadily and you’ll see the results in the long run. If you’ve been blogging for a while you should take a little break from new content to optimize older posts at hubspot. 92 percent of leads come from blog posts that are over six months old so there is a ton of opportunity on the table by optimizing the past use blog analytics tools to identify which posts are generating traffic but not leads, so they can be optimized for those conversions. Then identify posts that are converting leads at a high rate but are low in traffic and optimize those posts for search so they can gain more traffic, it’s called optimize in the past. Build and maintain a high quality blog.  you’ll be creating content that will continue to bring in solid leads for your business long after you press publish and you don’t need to be a brilliant writer just an expert in something in your own industry are we human or are we blogger.

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