Strategic blogging is as much an art as it is a science - kind of like finance & accounting:
In fact, it's the convergence of these two sides of the brain that makes blogging for business such a fascinating subject for me.
It wasn't that long ago when blogs were nothing more than personal journals - streams of consciousness, if you will - helping us define ourselves digitally, while paving the way for one of the most powerful forms of marketing and advertising in existence.
Now, many of you have blogs, but don't use them correctly. I'm not saying you're bad accountants, but your blogging strategies are a little misguided. You're using it to post case studies and news articles, or your content is so rich with industry jargon, that the people you really WANT to read it can't follow it and are asleep by line 2.
But don't let this discourage you. The simple fact that you're trying puts you in front of those who are not, and you may even be helping search rankings in the process. To be clear though, your blog SHOULD generate viable leads, and that's what I want to help you with.
Here is the science and the artistry of how to find customers by blogging:
The Purpose:
I know you prefer logic to pursuasion, so we'll start there, but don't forget the artistry, because without it, your marketing campaign will lack the substance necessary to succeeding.
Blogging is for attracting visitors to your website and engaging them in discussion by providing narrative behind your service offerings. You want your blog posts to resonate with your target audience, so they go beyond reading the article, and spend time actually getting to know your company. (Artistry)
In addition, Google has made it a point to surface more educational content in their search results over static web addresses and home pages. This means that by blogging, you have a greater chance of showing up on those important first page query results. It also means that with each blog post you have an additional indexed page to your site, which also enhances your visibility.
So, let's break it down logically, so you can put together blogs that are compelling for both your audience and the vehicles that deliver your audience to you.
The Science:
1. Keywords: These are the words that people will use to find answers to their questions. When you incorporate these words into your blog, you actually increase your chances for ranking. Spend time on this, because it is the cornerstone to any good blogging strategy. Get some analytical tools to help you here. You should be able to determine whether words you are targeting are generating traffic and attainable at your current state.
2. Topics: Your headlines should be focused around your keywords. Google and friends place a lot more value on keywords found in page titles than in the body, because it shows a greater commitment and helps prove that you're not just stuffing these words (something they'll penalize you for).
3. Structure: I recommend three different types of posts: The How-to, the List, and the Visual (more on this in my ebook on blogging). Try to keep them under 1,500 words but over 500. Your titles should be 70 characters or less, and each should have unique meta descriptions that also incorporate your keyword strategy. VERY IMPORTANT: Make sure you include links to your website and content offers throughout, and at least one call-to-action (more on CTAs HERE).
4. Distribution: There are three modes of transportation for your blogs: email & RSS subscribers, social media, and search queries. Your blog should have daily, weekly, and monthly distribution options that your readers can choose by way of email & RSS, and I would default to weekly. You should share your blogs on the big 4 platforms, and please do not leave out Google+. Google LOVES Google+ (weird, huh?), and will populate your posts there before your website on those precious first page results. By continuing to apply best practices with your keyword strategy, your post will show up in those searches. Use social media management tools to retain your sanity.
5. Frequency: The more you blog, the better it works. At minimum you should be blogging 1-2 times per month, but the sweet spot seems to be 1-2 times per week. Google favors websites that are always adding content, so blog as much as you possibly can.
The Artistry:
1. Keywords: Choosing the right keywords requires that you put yourself in the shoes of your perfect prospective clients. If you're focusing on top-of-funnel prospects, your topics should help people identify and diagnose challenges they're experiencing because of their accounting. I suggest you add to this list all the time. If you wake up in the middle of the night dreaming about keywords, write them down. Experiment. Post a blog and watch your traffic and rank.
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2. Topics: Your titles must be compelling, but you'll never know if it's going to be a hit until it already is. Be creative, but make them clear. Knowing what to blog about isn't just about the science, because if you ONLY incorporate keywords in your blog ideas, they'll come off dry, generic, and you won't get the hits you're looking for.
3. Structure: Use visuals to break up the monotony of your text. I recommend getting a subscription to a licensed stock photo site, like
www.bigstockphoto.com. This will make a huge difference in being able to capture the attention of your readers and keep it.
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4. Distribution: Social media is your best friend here, but it's not enough to just post and share your blog. You should come up with some clever lines and quotes from the blog to get it out there. This is where building relationships in social media is going to make a huge difference in your ability to get your blogs read. Make sure you have a solid
social media marketing strategy in place to support it. Maybe hire a social media consultant to help you. Whatever you do, don't drop the ball on SM.
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5. Frequency: By having your finger on the pulse of your audience through social media, you'll be the best to make this determination. When posts go viral, it's typically because of your timing. But what works this week may not work next week, so you need to ask the questions of why it did or didn't, so you can try to do better next time or emulate your accomplishments. Frequency here isn't about changing how often you blog, but rather, when and how often you blog about a particular subject.
How to Fuse the Concepts Together
As you can see, it is not a simple process, but it's logical, and it's proven to work. One of the main keys here is to fuse these concepts together with other elements of your marketing strategy and follow the protocols that Google and friends are so fond of.
The inbound marketing methodology will help you and your rainmakers end cold calling by tearing down the walls of anonymity. Through this inbound approach to blogging, you become a trusted source of valuable expertise that will manifest itself in a bigger client-base, more engaged customers, and marketing that works for you 24/7/365.
Interested in exploring blog writing services that ignite your sales process? Click HERE!
Perhaps one of these ebooks will tide you over until we connect: Blogging and Inbound Marketing Strategies for CPAs:
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