It’s often repeated in digital marketing circles that content marketing is the key to building your brand, and chances are your blog is a pillar of your content marketing strategy. It’s how you reach out to your audience on a regular basis, sharing insight and showing your status as a thought leader in your industry. After all, 80% of B2B marketers employ blog articles for a reason. But how exactly does this translate into lead generation? Here are a few ways to optimize the lead generating potential of your blog one post at a time.
Show Your Knowledge
Blogs are the perfect platform to showcase your expertise while providing valuable information to users who stand to benefit from your input. This creates a positive association between your readers and your organization, which pays dividends in customer loyalty. And since 60% percent of blog readers are usually on the lookout for products when they read corporate blogs, it means your content is being seen by people who are poised to make a purchase.
Share Your Passion
A blog is a space you can use to share your enthusiasm for what you do. When readers can see that you care about your work and pour a lot of effort into maintaining a stellar blog, it reflects positively on your brand. Passion is infectious, and your readers will most likely appreciate and respond to the dedication you bring to your business, especially if they are in a similar industry themselves. Bottom line: Don’t be afraid to “geek out”—you’ll attract leads with the same level of commitment.
Grow Your Traffic
More traffic equals more leads, leading to more conversions. Blogging increases inbound links by as much as 97%, meaning it has the potential to dramatically increase your site’s number of monthly visitors. The more informative and useful your content, the more likely it is that other corporate blogs will link to yours, and that’s a win-win. Also, sites with more pages of content—the kind that accrues with regular blog updates—tend to attract more leads than sites with little content beyond landing pages. This is because fresh content is good for SEO strategy purposes, and more content means more reasons for users to spend time viewing your site.
Diversify Your Content
In order for your blog to be as effective at attracting leads as it can be, you need to include a wide array of topics. It helps to think from the perspective of a reader when creating content. What might visitors be interested in learning about? What problem are they trying to solve? What are some recent developments in your industry you can weigh in on? Diverse content will draw in a variety of readers, leading to more conversions and presenting a well-rounded image of your brand.