Blogging is an integral part of a comprehensive content marketing strategy—45% of marketers say blogs are the most important content they share online. Most businesses now incorporate blogging as part of their outreach efforts, but often their blogs do more harm than good. With so much at stake, alternative lenders need to ensure that their blog is vibrant and valuable in order to attract potential clients. Avoid these common pitfalls and your blog content will outshine the competition.
Avoid the sales pitch.
When visitors to your site read blog articles, it is likely that they are in the Awareness stage of the buyer’s journey. This entails learning about alternative lending in a general sense—what it is, who uses it, and how the process works. The best thing your blog can do at this stage is provide concise, useful information to help readers make an informed decision. If the content is too self-promoting or salesy, it is likely that visitors to your blog will feel pressured and go elsewhere.
Stick to the facts.
Too often, bloggers will resort to generalities and very broad strokes when writing about a certain topic or worse, make up their information altogether. Providing statistical evidence and links to reputable sources will back up your content and show readers you have thoroughly researched your topic. For instance, a blog about current trends in alternative lending should distill information from a variety of sources and provide suggestions for further reading. That way, visitors to your blog can be sure they are getting valuable information and will be more likely to form a positive opinion of your company.
Pay attention to style.
It’s not just the quality of information you provide that makes your blog a must-read; it’s how you present it. In an industry that relies heavily on fostering trust, it makes sense to adopt a professional tone when crafting your blog content. However, bear in mind that readers respond most effectively to content that appeals to them emotionally as well as logically. If your tone is too dry and impersonal, it might just send them looking for information elsewhere. Adopting a conversational tone will help your readers to form a personal connection with your writing.
Think quality, not quantity.
When you first start blogging, it probably seems like a good idea to quickly create as much content as possible—more is more, right? Well, that isn’t necessarily the case with blog content. A well-researched piece that provides genuine value is ultimately much more valuable than five cookie-cutter blog posts that don’t give readers any new information.
How do you create content that resonates with readers? One way is to ask for their feedback and answer their questions and concerns directly. Or you could provide more in-depth information than your competitors’ blogs are offering. Use your blog as a way to express your values and your story, not just as another conversion tool (although businesses that use blogs generate 67% more leads). If your content is genuine, readers are sure to keep coming back for more.