While a lot of businesses only blog because of the SEO benefit, you do really need to think about how customers see your blog. It’s all good and well appearing at the top of the search engine results pages (SERPS), but if a customer visits your blog and finds it uninspiring, they’re just going to click away.
An inspiring blog helps to convert visitors into new customers. Here are a few tips on how to revamp your content to inspire potential new clients.
There are a few ways you can find out what your customers are looking for when they visit your blog. Firstly, take a look at the search terms that are getting them there. Do your blog posts cover those keywords and questions?
Then take a look at your internal search. Find out what customers are searching for once they’re at your blog. If their queries are answered somewhere on your website, think about making it more obviously accessible from the home page. If those queries are not answered, consider an FAQ post or maybe something even more detailed.
Put yourself in the customer’s shoes and try to think about what might inspire them to buy. You don’t need to be writing promotional articles about your products or services, but posts that will show your expertise.
Say, for example, you sell stationery. Instead of writing posts about pens, paper, notebooks and sticky notes, you can write on wider topics. Perhaps a piece on desk organisation or something on art and design.
You want people to visit your website because you are an expert in your field. If they keep coming back for interesting, varied content, they are more likely to buy from you or use your services in the future. Interesting content written from an expert point of view can really help to build consumer trust.
You can give little snippets of inspiration via social media. For example, tweet about your latest blog post to help promote it and get users talking. You should encourage discussion. Perhaps ask a question related to your blog post and post the link along with it.
You should also have social media icons on your blog so visitors can share your content. Inspiring content gets shared.
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