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Why Your Website Needs New Blog Content to Start Converting

Posted by Synchronicity on Sep 3, 2018 9:02:00 AM
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What’s Wrong with My Old Content?

We would love to say there’s nothing wrong with your old content because we like making people feel great! But truth be told, if your blog isn’t performing well and isn’t generating leads for your company, it’s time to examine what’s not working with your content.

 

And guess what?

 

When you figure out how to fix your blog– because blogging for business translates into more money in your pocket– you’ll smile from ear to ear.

 

The most common content pitfalls include poorly written copy, blog posts that only scratch the surface of their subject matter– leaving more questions than answers, and articles that don’t teach your readership anything new (no takeaway value). Content marketing for small businesses (and large ones alike) is sometimes muddled with well-intentioned but misconstrued SEO tactics.

 

The core of your articles, landing pages, and other content offerings must be written with reader experience as the foremost consideration. SEO won’t position your business as an authority alone. You have to have something meaningful to say– and you have to say it well.

7 Signs You Need Better Blog Content

Here are some tell-tale signs your content strategy may need to be reexamined:

 

  1. You don’t use subheadings
  2. You’re writing without making a decided statement
  3. Whitespace isn’t utilized throughout your posts
  4. You’re not answering questions your readers have
  5. You slap together topics you think your readers want to know about (Create a buyer persona!)
  6. Your content is too literary or riddled with typos
  7. Your content isn’t skimmable

6 Statistics Proving the Benefits of Blogging for Business

Many business owners question why blogging is important. The benefits of blogging for business are innumerable and help sell your products and services. If you’re not blogging, now is the time to start. Here’s a collection of interesting statistics on how blogging increases traffic and establishes trust.

 

  1. Small business blogs generate 126% more leads when compared to their non-blogging counterparts.
  2. Want more social media followers? Post interesting content, it’s one of the top two reasons followers develop brand loyalty.
  3. 81% of consumers in the United States trust advice expressed in blogs.
  4. Businesses who blog receive 97% more inbound links. (That’s great for your SEO!)
  5. 61% of blog readers have purchased products featured within blog posts.
  6. 70% of consumers learn about a company through their blog content, as opposed to their ad campaigns.

How to Write a Good Blog Post

You know you need to rethink your content strategy, but how?

Honestly, it’s difficult to say without looking at your website specifically (which we can absolutely do). But in general terms, we’ve outlined characteristics of great content. If you follow these principles your content will certainly improve, and with enough time, labor, and the right marketing strategies, you will completely redefine your blog into the powerhouse it should be. 

Offer Value

There’s an overarching demand to offer value to your audience. The problem is, value is subjective. The secret to blogging for business is hidden in your customers’ wants and desires. Your job is to anticipate what they want to know, and then vigorously deliver. But it’s not enough to create content for the sake of content– if you’re not saying (1) something new, (2) expanding on something that’s already been said, (3) or helping your readers learn a new skill– as in, after reading your blog post they can go and do something they weren’t able to do before, your content needs some polishing. Discover what your potential clients want and then write about it well.

 

Give Tangible Details

When you figure out what your audience wants to learn about, your next job is to offer your best tangible advise. Words are nebulous. Giving decided direction is critically important. As humans, we have the tendency to go on without realizing it. In the blogging world, you have a limited amount of time to capture attention. Capitalize on your point without flourishing. Trust us.

 

Keep your thoughts structured by using secondary headers to pitch your main points. Subheaders (H2, H3, H4, etc.) make your content skimmable, and thereby more accessible. Some commonly popular post “types” include”

 

  • How-to articles
  • List posts
  • Cheatsheets
  • Checklists

Read Bloggers You Admire

Enough said. Emulation in the beginning of your blogging adventures is key– whether you’re an established writer or not. Writing for the web is an entirely different animal. Study successful blogs. Read up on copywriting and content marketing. Your readers will thank you for it, and so will your business.

Give Yourself Enough Time to Write

One of the most harmful misconceptions about blogging is that it’s easy.

 

Blogging is everything but easy. If you’re not a strong writer from the get-go hire a professional. Blogging for business requires research, some semblance of SEO know-how, and the ability to put it all together in an engaging and interesting way. That takes time. Blogging takes planning, writing a first draft, proofreading, revision (which can have multiple iterations), and then finally publishing– when you notice the missed typo.

 

Take a breath. Relax. No one is expecting perfection. Give yourself enough time to collect your thoughts meaningfully. 

Come Up with a Series of Interrelated Topics

Building momentum is helpful in creating a robust blog. Taking a moment to outline an editorial calendar is good for planning future content, adhering to a set blogging schedule (once a week is a great place to start), and will keep you motivated to deliver. A blog is a large undertaking for anyone. If you’re serious about being consistent do yourself a favor and take the time to create an editorial calendar.

 

We’re planning on publishing a piece on how to put an editorial calendar together for you this month! In the meantime, check out this resource for an editorial calendar template.

Proofread!

One of the biggest content turn-offs? Typos! One or two won’t break you, but consistent spelling and grammar errors discredit your professionalism. Try Grammarly. It’s a free, easy way to spell-check and analyzes other writing elements like sentence structure, wordplay, misused phrases, and punctuation errors.

What About Updating Old Content?

The consensus is updating your content is a good idea– but it’s not a substitute for writing new pieces. Here’s our insight on the top three questions surrounding freshness:

How Often Should You Update Your Content?

As often as necessary. Meaning: are your updates timely? Are your updates relevant? Or are you fluffing content for the sake of fluff? If you have nothing new to say, your efforts are best positioned in creating a truly valuable resource. But if you can genuinely revitalize old content by adding more depth, giving a meaningful update (think: trending new stories), or including new resources (like links to new products along with some explanation) you’ve found a great candidate for updates!

 

Google gives more weight to content with new base content. It’s not enough to simply alter timestamps, add links, or switch out footers and headers. Nothing about content is easy. You have to put in the legwork for rewards.

When Is a Good Time to Update Your Content?

Anytime! No really. There’s no limitation on how early or late you can freshen content. Take into consideration the type of content. If you’re working with a lot of evergreen content (or articles that remain relevant year-round) you’ve got leeway. But if your website is reporting on timely news, your updates should be timely as well.

 

Remember: You are in constant competition within your industry. Mirror the habits of successful brands.

Does Google Really Care that You’re Updating Your Content?

Yes! But we don’t quite know to what extent. Moz gives an excellent run-down on content freshness.

 

We Can Write Your Content For You

Did you like this blog article? We can write them for your business too. 

Learn more about our content marketing packages!

Content deliverables include company-centric:

 

  • Blogs
  • Pillar Posts
  • Infographics
  • Checklists
  • Web Pages
  • Editing

Tags: Blogging, Content Optimization