We’ve all seen it – whether it’s a Fortune 500 conglomerate or the cabin rental company in “nowheres-ville” – the truth is people everywhere are BLOGGING! You can’t visit a major site anymore without seeing a blog of some sort, and I’ll tell you… it’s only going to get more popular.
Large company executives and small business owners alike have gotten hip to the idea that blogging can boost search engine optimization, which helps them get face time with their customers. Basically, what it boils down to is Google (which we know is ruler of all that is e-commerce) wants to see new and evolving content on a consistent basis. This is why blogs have started to take off. What people don’t realize, though, is that the content has to be relevant to the consumer, which is where “content marketing” comes in!
I had the distinct pleasure of meeting Marcus Sheridan (@TheSalesLion) at this year’s BlogWorld Expo LA, and let me tell you he is a true pioneer! Not because he invented content marketing or anything like that, but because he explored how to use these concepts in his real life… and it worked! With that in mind, let’s dive into a few tips Marcus shared at BlogWorld and few more he outlines in his free eBook, Inbound and Content Marketing Made Easy.
7 Blogging Ideas That Boost Your Online Presence
1. Pricing Articles
Most companies are afraid to talk about prices, but the fact is it’s the first thing on a customer’s mind. Now, as Marcus points out, most companies want to avoid all talk of prices until a sales agent can sit down with a customer. But they won’t even get that far. The companies that refuse to talk about their prices are loosing potential leads and business. When a price isn’t easily accessible, people move on to the next site. So, the moral of the story is talk openly about price. It doesn’t have to be exact. It can be a range, but Google will reward you for addressing it head on!
2. Cost Articles
You might be doing a double take right now, as I did when I first read this tip, but don’t worry, this isn’t a typo. When it comes to SEO you have to realize that “cost” and “price” may mean the same thing to you and me, but in the world of Google there is no relation. Google has algorithms that are designed to help people find exactly what they are looking for. Some people will type “price of xyz,” while others will enter “what does xyz cost?” Our job as content creators is to write with all of these variations in mind. If we can write how our customers think, our SEO will instantly go through the roof.
3. Vs. Articles
When customers go to make a big purchase, they’re going to look around for a variety of quotes. You have to know who your competitors are and write about them. People instinctively want feedback when it comes to purchasing decisions, which used to come mostly from family and friends.
This is still predominately the case, but the Internet has changed this dynamic forever. Now, customers can quickly Google “Which is better? Company X or Company Y.” You can’t control what friends or family might say, but you can make sure this potential customer gets an answer to their questions and that it comes from you! Write an article that compares your company to each of your competitors, and make sure it’s thorough. Your customers will appreciate the fact you’ve done most of the comparison work for them. Click here for an example of a “Vs. Articles.”
4. Problem Articles
Customers always want to know what the drawbacks are, and as with everything else – they turn to Google. No matter your industry, these blog posts are universally important. In Marcus Sheridan’s example, he wrote a blog post outlining the problems with fiberglass pools, but also paired it with solutions that would convince his customers that fiberglass pools were still a reasonable option. The intention of these articles is to understand the consumers concerns, and then to assuage their fears through useful and detailed articles.
5. Review Articles
All companies will contrast and make comparisons to other products when selling, but for some reason they are apprehensive about carry that same conversation online. The reality is, your customer is online and will Google these phrases one way or another. The question is: “Do you want to have a voice in the conversation?” If you are willing to write reviews on your products and services, as well as your competitors, your blog posts’ SEO will help your website rise to the top of Google searches.
6. Awards
You are an expert in your field, right? Why not create your own industry awards? This is not to say you give them all to yourself, though. Include other businesses in your industry. With blog posts like, “2012’s Trendiest Restaurants” or “Best Landscaping Designs of the Year” you will get tons or organic hits on Google, plus it will certainly increase the amount of inbound links to your site. Everyone wants to show off awards they’ve received or free press – even your competitors will be linking to YOUR site.
7. Gimmicks
Even the best of industries have their fair share of sales gimmicks or scams. Your customer just may not know about them. Here is your chance to set yourself apart from the other companies in your industry. Position yourself as a champion for the customer instead of being one of the “good ole boys.” Expose these scams and gimmicks through your blogging. You may not gain any friends in your industry, but they are your competitors anyway. If you care more about your customer, you will create loyal fans for life. Click here for an example of a blog post exposing an industry flaw.
Ultimately, the key is to write a lot, about EVERYTHING. Put yourself in your customers’ shoes, and Google will reward you!
Arianne Schumacher
Courtney O’Rourke
Hilary McCarthy
Jenn Tsang
Julie Lyons
Lanette Jorgensen
Lauren de la Parra
Sarah Hardwick
Tenaya Wickstrand
