Blogs – so 2015, right? It’s all about the ‘Gram, video and TikTok now, isn’t it?
Even here in the future (2020), there are still some excellent and very convincing reasons for including blogs in your content strategy.
In the mood to be convinced? Here goes…
Dominate Your Space
Love him or hate him (I’m on the fence), entrepreneur Grant Cardone has a phrase that really resonates with me: dominate your space.
There are a thousand and one people out there doing exactly what you do for your target market. You need to find a way to stand out.
Creating shed-loads of (quality) content is a brilliant way to do this. And a brilliant way to create shed-loads of quality content is to write blogs. They allow you to explore your ideas at length and go into detail. They’re great for SEO (more on this below). They’re great for creating other content from (again, more on this below).
Okay, I admit it – I’m in love with blogs.
Become The Expert
By putting yourself in front of your audience and talking knowledgeably about a subject, you become an expert in their eyes. Doing this time and time again compounds the effect.
Find out what they want to know about what you sell and give them the answers. All of them. And then, when they’re ready to buy what you sell, where will they go? To you – the person who gave them answers (for free) and has proven themselves to be an expert in the area.
By gaining the reputation of being an authority or person of influence in your field, you may also find that people will want to network and collaborate with you, or even that you’re the person who the press come to when they need an industry view or quote!
Be The New Netflix
We live in a content-driven world. People expect to be able to ‘binge’ on their new obsession (whether that’s the latest release on Netflix, a new area of interest or the new guru they’ve come across – that’s you by the way).
You need to become binge-able (it’s a word!).
Google did some research, and they found that buyers need around 7 hours of interaction across 11 touch points in 4 locations in order to make a buying decision.
If you include your blog as one of your four locations, you’re making life easy for yourself because it takes a lot longer to read a blog than it does an Instagram caption, which means you’ll get to your 7 hours of interaction much easier and faster!
Content = Content
You wouldn’t just write a blog and do nothing else with it, would you? Would you?
Blogs are the golden goose of content – there’s just so much you can do with them once you’ve gone through the hard work of writing it in the first place.
First of all, writing a blog gives you something to talk about on your social platforms – promote the fact that you’ve written a blog about X everywhere. It’s the easiest LinkedIn post you’ll ever write.
Second of all: repurpose, repurpose, repurpose.
Here are some ways you can repurpose your blog posts:
1. Take the core portion of the blog (i.e. the ‘3 tips’), add a current personal anecdote to the beginning and a call to action (CTA) to the end, and you’ve got yourself a great e-mail newsletter.
2. Chop it up into snippets to share on in social media posts.
3. Use it as a script for a video or live stream.
4. Use it as a script for a podcast
5. Republish it on Medium*
6. Republish it as an article on Linkedin*
7. Use it as a guest blog on someone else’s website*
8. Use it for the basis of webinar or masterclass
9. Make an accompanying checklist to use as a lead magnet
10. Take all your blogs on a specific subject and edit them together to make an e-book.
That’s ten potential ways – count ‘em – ten ways to reuse one piece of content. Blogs really are a great way to help you dominate your space.
*Make sure that the blog is on your website for at least a week before you publish it elsewhere. You want Google to see your website as the primary source for the blog.
All The Cool Kids Are Doing It
Think they’re not? Have you looked on their websites recently? I’ll bet you a year’s worth of Caramel Macchiatos that the majority of the ‘big’ names in your industry have a healthy back catalogue of blogs on their website (and I can guarantee that they’ve repurposed the heck out of them, too).
And your direct competitors are probably doing it too. And if they’re not – that doesn’t mean that you shouldn’t be – it’s a massive opportunity for you (for further reading on this point, check out They Ask, You Answer by Marcus Sheridan).
The Stats Speak For Themselves
- The average company that blogs generates 55% more website visitors, 97% more inbound links, and 434% more indexed pages. (Tech Client)
- 77% of Internet users regularly read blog posts. (Impact) (You’re reading this – aren’t you??SEO leads (leads that find you via Google, for example) have a 14.6% close rate, while outbound leads (such as direct mail or print advertising) have a 1.7% close rate. (Search Engine Journal)
- 71% of B2B buyers consume blog content during their buyer journey. (Demand Gen)
- Businesses who prioritise blogging are 13 times more likely to achieve a positive return on investment on their efforts. (Hubspot)
If you’re not convinced that writing blogs is right for your business, let me give it one last shot: Writing blogs will help you to get paying clients. True story. Writing blogs has helped me to get paying clients. Writing blogs has helped my clients to get paying clients. Or maybe you just don’t need any more paying clients?
But if you are convinced, I want to make writing blogs as easy for you as possible. Here are three blogs I’ve written which will help you to make the most of this amazing opportunity:
The 3 Things Your Blogs Need
How Long Should Your Blogs Be?
How to Create Content with Personality
If you have any questions about creating content or if there’s any topic that you’d like me to write about, please just get in touch with me here: https://www.rachelforcella.com/contact/