Blogs can be used for a variety of reasons. Whether you are using your blog to promote your business or just to share your thoughts on a topic, determining goals for your blog will help you steer your content in the right direction. Here are some tips on setting goals for your blog and how you can use those goals to move your content in the right direction.
One possible goal for your blog is to convert readers into customers. Blogs that are designed for conversion target potential clients with keywords they may be searching for. These potential clients are then funneled to the product or service offered by the business that hosts the blog. Blogs for conversion are a great way to get your product or service in front of those who may need it most. By using targeted keywords, potential clients will find your site while they look for an answer to their problem. Your blog, when set up for conversion, can solve their problem and convert them into a customer. These leads are often consumer-led and organic and can result in a much higher conversion rate. Blogs with this purpose require less ground-breaking content and can repurpose information to drive readers toward a purchase.
A blog focused on generating traffic is meant to bring new viewers to your website. To meet this goal, a blog must use relevant keywords and a consistent publishing schedule to reach the top of the competition pool. Blogs with this purpose are meant to bring in organic clicks and views to your website. Although these blogs do not funnel customers directly to a sale, they do work to put your business’ website in front of new potential clients.
Blogs that are designed to raise brand awareness feature written and visual content to make readers more knowledgeable about your business. Brand awareness is hard to measure, but a blog focused on promoting your business can give you complete control over the conversation. A blog can help build brand identity and show potential customers what the business values. Using social media to spread your blog is a key factor in raising brand awareness. Blogs with this focus work to give potential customers and returning customers a deep understanding of what the brand is all about.
Sometimes blogs are valuable because they allow you to put information directly in front of new and returning customers. Blogs can be an easy low-cost way to provide information on new products or services and to keep your consumer base up to date on the happenings of the business. Blogs with this focus work to generate word-of-mouth promotion and to keep customers informed so that they can continue to support your business. These blogs will need to be updated frequently as the content is not evergreen and may only be relevant for a short time, but it is a great way to make information easily accessible to customers.
Need help adding a blog to your website, please contact the team at Upstream Marketing. We have experience adding blogs to existing websites and designing new websites that incorporate a blog.
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