Blog Content to Bring Visitors to Your Website

If you’ve recently set up a business online you may have heard that your blog content can help to increase the amount of visitors to your website, but do you understand just how it works? Once you do, you’ll be able to make the most of your blog to bring prospective customers to your door.

First things first – if you have little or no blog content, your blog can’t help you! Of course, blog content needs writing. If you’re a bit of a wordsmith yourself and you have the time, you’ll probably enjoy writing your own blog content. If not, you can always engage a content marketing agency like Article Writers Australia to do it for you!

Planning your approach

If you’re doing the blog writing yourself, the next thing you need to do is decide what type of content you will display on your blog. Ideally, they’ll be informative and helpful posts that provide relevant information to site visitors. A few personal opinion posts are okay too – as long as they relate to your industry and are appropriate for your target audience. This planning stage is important – you want to define your blog strategy, which will include clearly identifying your target audience, the type of content you’ll publish, and topic themes. For this stage, it’s possible to engage a content strategist to develop a documented strategy for you.

What exactly will you write about?

You’ll need to generate some ideas for blog posts to get things going. Can you offer ‘care tips’ or ‘how to’ information that is relevant to your products? If you’re a service orientated business perhaps you can write posts about relevant situations your prospective customers might be in and how they can overcome their challenges. Posts that provide prospective customers with information that’s free and likely to be useful are also a great idea.

Business blog

How does a blog draw traffic?

So just how will your blog content bring new visitors to your website? This is how it works – when someone is searching the Internet for something, be it information or a product or service, they type a word or phrase into the search box. If that word or phrase is included in your blog content and your post has been indexed by search engines, there’s a chance they’ll find your website.

How likely they are to find your site before others will depend on how close to the top of the organic search results your page is listed for the words they’ve searched. The words people use to search are referred to as ‘keywords’.

For some keywords and phrases, the number of websites actively trying to rank well for those words by including them in their website content might make it almost impossible that a searcher will find a blog post you’ve created that contains them. For less popular keywords and phrases however, you might find that your site comes up within the first few listings.

Okay, you probably want to know how to use keywords that will result in visitors finding your website. There are two approaches to this. The first approach is to simply ignore the subject of keywords altogether and write fabulous and site relevant blog content that will interest prospective customers who land on your site. What will happen if you do that is that keywords and phrases you may never have thought of may occur naturally in your blog content. However, you’re taking a gamble. If people simply aren’t searching for the topics you’re writing on, then few people will find your content by topic search, and this can limit potential traffic.

The second approach is to choose appropriate keywords for your blog content and write your blog posts accordingly. To do this you’d need to research the popularity of keywords and find out what the level of competition is like for keywords and phrases that relate to your business. There are several free and inexpensive keyword research tools online.

You’ll discover that the most popular terms are usually the most competitive. One strategy that works well for many blog writers is to choose ‘long tail keywords’ – they’re longer phrases that less people search. Because they don’t generate a huge amount of traffic, site owners are less inclined to intentionally use them in their content, and that can mean that using them in your blog content results in your post coming up in the first few listings when searchers use that term.

Whichever approach you take, the most important thing of all is to create quality in-depth content that’s useful for your target audience.

To learn more about how Google Search Algorithms work, read out recent article Google Search Algorithms Explained.

Using blog posts with inbound marketing campaigns

Are you considering taking your content marketing to a new level and subscribing to an automated inbound marketing platform? There are some serious advantages to using platforms like HubSpot and Marketo. Content required for inbound campaigns usually includes blog posts, and the platform features are designed to aid easy optimisation of posts, tracking and measurement of your ROI, automated lead nurture campaigns and more. For example, within HubSpot, you can create a new website landing page and sign up form for a downloadable eBook within minutes. You can optimise your content and create a follow up email campaign. Your dashboard will keep you up to date on how much traffic your campaign is attracting, where it’s coming from, and how many people are subscribing.

The inbound marketing methodology can seem complex at first, but it does work.

Whichever way you approach blogging, you don’t have to churn out volumes from day one. It’s better to create one post of exceptional quality a month that your target audience finds useful, than to write a dozen dull and unhelpful ones. Even if you write one post a month, you’ll be slowly but surely building your blog content and increasing the ways in which prospective customers could stumble across your website. And of course, if you can turn out high quality posts more regularly, you’re likely to be very pleased with the result!

“Succinct, engaging
and accurate”

I’ve worked with the team at Article Writers Australia for over 2 years now. They’ve been instrumental in ensuring our articles and case studies are succinct, engaging, and accurate.

They do feel like they are part of my team – they know us so well I think I could write a brief on a Post-It note.

Fi Arnold, Digital Marketing Manager, Kennards Hire

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