Blogs are one of the most common and effective forms of content marketing.
Smart businesses today publish informative articles and blogs on their websites to:
- Improve SEO rank
- Drive more organic traffic
- Engage and educate clients
- Become a thought leader
- Share fresh, key insights
- Inspire leads to convert
A well-written blog offers so many benefits for brands.
HubSpot’s latest research agrees!
Prefer to listen, rather than read? Here's the Podcast summary!
A good blog’s length should be short enough to maintain interest but long enough to showcase how much you know about a subject.
Writing a blog, however, is not easy.
It takes a lot of time to research a topic, perfect the wording and nail the flow. So, you want it to get the visibility and results you deserve for all of that effort.
But there’s so much more you can do to further boost a blog’s results after you’ve published it.
Fortunately, we’ve found that we can make use of each well-written blog in more ways than one.
Let’s talk about blogs and how you can leverage each and every one of them to their full potential (and beyond).
What are blogs?
Blogs are online articles published on a website covering a particular topic, so that people can read, get answers, feel inspired and gain knowledge.
Blogs are typically part of a brand’s content marketing plan as they provide an effective way to reach an audience and earn their precious attention by sharing insights, engaging customers and building relationships through understanding.
Blogs are part of a brand’s content marketing plan as they provide an effective way to reach an audience.
Blogs are effective because they don’t interrupt your customers and are there when they need them, on their terms.
How do blogs connect with customers?
Most of us read blogs and articles every day.
In fact, there are over 600 million blogs all over the internet today covering a wide range of topics from personal stories and lifestyle guides to educational articles and promotional write-ups.
Melotti Media’s Message Marketing blog alone gets thousands of readers a month!
Why? Because people search for information and find value.
When we type questions into Google search, we often get suggestions that take us to blogs that give us detailed answers on a relevant topic of interest. Those blogs usually lead you to a brand and raise awareness about a relevant business, product or service.
That’s how blogs work, from a marketing sense.
What makes a high-quality blog?
Blogs typically range from 500 words to 2000 words, depending on how extensive the depth is. The best blogs cater directly to a specific audience’s need and have a user-friendly flow that takes people on an enjoyable journey.
At Melotti Media, we follow the upside-down content triangle approach when writing blogs.
This way, we can catch the attention of our readers from the beginning by being relatable, and then communicate the value, the purpose and the process of the subject matter as we progress towards a conclusion and a call to action.
The blog is now one of the most valuable assets that businesses can use for content marketing.
Recent Demand Metric statistics showed that companies who publish blogs report an average of 67% more leads than those who don’t, making blogging one of the staples in today’s marketing strategies.
Why write blogs?
Now more than ever, content marketing has become the best way to reach your customers.
So, it only makes sense to utilise blogging to connect with your audiences.
Blogs are effective because you can tailor your written content to guide your customers through their entire customer journey, from awareness to consideration, conversion to delight.
There are several practical reasons why you should produce blogs, one of which is that it improves Search Engine Optimisation (SEO) ranking. The length of blogs makes it ideal for lots of juicy SEO keywords to drive organic traffic to your page. If you do SEO blogging well, your target audience will find you exactly when they need to. And from there, you can wow them with how amazing you are!
To learn more about SEO techniques, have a read of this blog: 5 Ways To Help Your Business Succeed With SEO Intent Updates.
On top of putting your brand on their radar, blogging establishes your credibility. It also allows you to show how much you know about your industry, making you a Key Opinion Leader (KOL) in your field.
In a world full of questions, your customers choose those who have the answers – and writing a blog is one of the best ways to put yourself forward.
However, it involves more than just posting a blog up and hoping for the best.
You need to make sure that your blogs get the traction they deserve and that you’re making the most out of every blog you write.
Fortunately, there are a number of ways to make sure that you’re leveraging your blogs well.
So, how can you improve your blog’s performance?
Here are five effective ways you can leverage your blog posts after publishing them.
1. Refresh and reshare your old blogs
If you started blogging a while ago, it’s time to revisit them! Sure, there may be timeless topics, but there are those that become less relevant or out of date over the years. For example, topics about handling face-to-face meetings may be deemed a bit irrelevant by the COVID-19 pandemic and the rise of remote work options.
But you don’t need to just let these blogs get lost in the clutter.
You can refresh the copy in these old blogs and adjust the examples and wording to fit today’s context. This will take significantly less time than writing a new blog, and you can share it again with your audience – now with a fresh perspective and a more relevant approach.
Google LOVES when you update an old blog. So do your customers, and it’s less of a burden on your precious time. Go back and give them a refresh.
Also, don’t forget to keep resharing your blogs – this will help you prolong the strength of your content. By doing this, your hard work on every blog will benefit you for a longer time.
2. Make an audio version of your blog.
Some people prefer to listen rather than read. It’s because they can listen while travelling, running errands or doing other tasks.
So, to make sure that you can cater to their preferences and they still get to hear what you have to say in your blogs, turn your blogs into a podcast.
Think of your blog as a draft script!
By recording your blogs, you can easily transform your existing content and already-shared insights into another medium, so your audience can listen to them on the go.
There are a number of reasons why your brand needs a podcast and leveraging your blog posts is just one of them. Not only are you maximising the value of your blog, but you’re also improving reach and engagement through multiple channels.
3. Make a video out of your blogs.
If some people prefer to listen, others prefer to watch.
Omnichannel marketing is a strategy that allows your brand to be everywhere, catering to the abundance of channels to give your audience a lot of choices in terms of how they access, engage with and consume your content.
The more channels you cater to, the more visible your brand is.
So, after writing your blogs, repurpose your written content into a video script that you can share on YouTube, LinkedIn, TikTok, Instagram, Facebook – wherever your customers can easily find you.
These videos don’t have to be long, full-production pieces. You can lift some of the key parts of your blog and share them as titbits of information. If your audience loves short, impactful videos, then that’s enough for them. On the other hand, you can spark their curiosity and lead them to the original blog.
This way, the video is both a teaser and a content piece on its own.
4. Use your blog as content for your social media posts.
One of the most common challenges for marketers is coming up with ideas for social media posts.
So, here’s our tip: you took a long time researching and writing your blogs; use them for your social media content as well!
We’re not just talking about sharing a link to your blog on your social media accounts (although that’s an option, too). You can turn each blog into actual social media posts by taking some lines and posting them as short, more digestible pieces that you then share with your followers.
Since most social media users prefer visual content, it helps if you use pictures to accompany your words. Or, better yet, turn your words into pictures. LinkedIn allows you to post a carousel of photos where you can put in the words so your audience can read through them as they scroll.
Similar to the video, this can be standalone content or a teaser for your existing blog.
5. Utilise your blog content for newsletters and EDMs.
Email marketing allows businesses to send promotional and informative emails to both potential and current customers. It’s a great strategy as it allows you to connect with your audience and deliver value at the same time.
To switch up your email content, you can share some of your blog’s tips and highlights with your audience, right to their inbox.
Send them key points within your regular email newsletters and link to the full blog if they want to learn more.
Emails have a greater probability of being seen than the blogs you upload on your website alone, so sharing your blog via email will definitely boost its visibility.
To learn more about writing marketing emails, you can have a read of this blog: How To Craft Marketing Emails That Convert.
Are you getting the most from your blogs?
These five ways of leveraging your blog posts will not only guarantee the maximum Return On Investment (ROI) for your blogs, but they can also boost your visibility and engagement – which is really important if you want to grow your business.
Christopher Melotti always says: content is king, but engagement is queen.
So, on top of creating quality blog content, it’s important to make sure that you are giving your audience the greatest opportunity to find, interact and enjoy the content you share with them.
Blogs should always be so much more than just one piece of content – use them across many channels to get the best result.
Are you ready to write blogs?
Now that you know how useful blogs can be, you’re probably excited to get started and write a blog that you can share with the world – in more ways and more channels than one.
Blogging, however, isn’t easy. It’s totally okay to not know how or where to start. Fortunately, you don’t have to do this alone.
At Melotti Media, we offer freelance blog writing services to help you with this challenging feat. We take the time to research your brand, audience and topic – so you don’t have to. And finally, we produce a blog that you can proudly share and keep repurposing – all so you can make the most out of it.
How can Melotti Media help you?
To connect with your audience and turn people from strangers into advocates, you need a powerful message, quality copywriting and consistent content.
However, we understand that you’re probably feeling a little time-poor or spread thin, and it’s possible that you still have a lot of unanswered questions. Or you may just hate writing!
That’s okay because our team can help you by doing all of your copywriting for you!
At Melotti Media, we utilise our tried and tested copywriting approach to help you with your content marketing needs while you focus on what matters most to you – growing your business.
Our Message Marketing services can sharpen your words to achieve your goals today.
For more information or to speak to a trusted copywriter, contact us now at enquire@melottimedia.com.au.
