Any search engine optimization (SEO) article will likely mention how having a constant stream of fresh content will help to increase the search engine results (SERPs) for your site. For that reason alone you may have started a company blog. While that blog may serve to fulfill that SEO need, how useful is the content if you’re writing about a topic no one is searching for or wants to read about? Additionally, if the blog posts are all about a specialized product or service that is not yet widely known, how will potential customers know to look for you?
Without a broader topic that is a natural path to your business, those well-written posts may never be found. Focus on the bigger picture. What else is your target audience buying or researching? Use search engines to find what keywords or phrases are being searched more frequently within a specific industry and include those in blog posts. Utilize social media platforms to find out what your customers are already talking about so your posts can add to the discussion.
Once you have figured out an industry topic that is highly searched on, start generating content that everyday people find useful and engaging. For example, if your product is the latest in filing cabinets then write compelling content about organization, office feng shui or filing efficiency. Another portion of your target audience may find value in post about ways to “up-cycle” an old filing cabinet, what to do with old office furniture or advice on how to inspect a used filing cabinet before buying. Get creative with the content ideas and use it to connect with your audience on a personal level.
Not every visitor to your website will be ready to buy. By providing well-written, relevant, quality content you establish your brand as an industry expert and nurture your audience so they will keep you mind when they are ready to buy.
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