Blogging. Everyone seems to be at it. Perhaps you’re just starting out, or maybe you’ve been blogging for months or years.
So here’s a question: Is your blog actually doing anything for your business?
It’s a question that has to be asked. Because for a lot of businesses with a blog, they’re not actually getting much out of it.
Are You Serious About Your Blog?
The first thing to ask is whether you are serious about your blog. Because unless you are writing regularly and to a high standard, you’re not going to be helping your efforts.
So let’s just get that out of the way first.
A blog that is ever going to be of any use to you must be at least fairly regular (once a week or a fortnight at the very least), and written to a high standard. Most of the content published these days is poor quality. Increase the quality and your output, and you are putting yourself in a much stronger position.
But what if your blog is high quality and you do publish regularly. Is it actually doing anything for your business?
Measure Traffic for Each Post
One of the first things you’ll need to do is measure the amount of traffic your blogs are receiving – both overall and individually.
You may find that although your blog is effective overall, it could be doing much better if you change the topic, length of post, type of post, etc.
For example, if your posts over 1,000 words are all pulling in more traffic, you may want to focus all your efforts on writing longer posts.
You can also get some great insights into which topics are performing best.
Which Keywords Are Working?
Another thing to look at is the keywords. One of the main reasons businesses blog is to bring in traffic from the search engines.
You should be targeting a keyword for every single blog post. Are you actually ranking for these keywords?
Work out which keywords are bringing in the most traffic, and put more focus on them.
Generate More Leads
What if you are getting traffic, but no noticeable increase in leads? You may need to work on your lead generation.
How do you do this with a blog? Simple: use a CTA in every blog post.
At its simplest, this could include a sign-up form at the end of each post. Or you could get smarter and create content upgrades for each post you write, which we covered a few weeks ago.
Test them both out and see which works best.
Improve Your Blog
Blogs can be amazing when they are done properly. If you want to benefit from blogging, make sure your blogs are high quality, measure everything and take action where needed.
Whether your goal is to improve SEO to get more visitors to your blog posts via the search engines, or to improve your CRO to convert more of your traffic into leads, just make sure your blog is working for you – so that you are not wasting your time posting content that does nothing.
As a specialist digital marketing agency consisting of a number of highly experienced digital consultants, Web Results Direct is expertly placed to support its clients with advanced, and strategic, digital marketing consulting services. To learn more contact us – call us now on 01483 429222.
