The Power of Strategic Blogging in Attracting Qualified Leads
Want a high-performing blog that brings in qualified leads for your sales team? Who wouldn’t!
But the fact is, most business blogs don’t live up to the promise of generating new leads. They’re stuck in Neutral, drawing visitors that skim one article and then leave for good.
If that sounds like your blog, don’t give up on it yet! The solution may be as simple as strategic blogging.
Most business blogs are anything but strategic. Typically, someone brainstorms a long list of topics to write about and then picks the one they like the most—or the easy one. There’s little rhyme or reason, no purposeful development over time, and not a ton of thought about the customer you’re targeting. But strategic blogging ensures you’re creating the right content to generate the specific results you’re going after. And I guarantee you’ll see measurable results.
[bctt tweet=”Most business blogs are anything but strategic.” username=”billkerschbaum”]
Three Essential Elements of Strategic Blogging
Prioritize Buyer Personas
Never blog without a persona. If you don’t know who you’re blogging for, you won’t be blogging for anyone. Personas give you laser focus to deliver the most helpful content that’s designed specifically for your ideal customers. Now you’re aiming specifically at the people you want to attract as leads! Without a persona to guide your writing, you’re just shooting in the dark.
[bctt tweet=”If you don’t know who you’re blogging for, you won’t be blogging for anyone.” username=”billkerschbaum”]
Set out on the Buyer’s Journey
Even when you target a specific persona, you need to think about where they are in their journey toward making a purchase. Buyers go through four stages:
- Awareness of a problem or desire
- Gathering information to understand the problem or find a solution
- Seeking options to determine the best course of action
- Purchase the solution
You want to connect with leads at each stage of the journey—in fact, you want to guide them from each stage to the next one. So be sure to provide valuable content that is aimed at specific personas who are at each stage of the buyer’s journey. Include calls to action (CTAs) at the end of your blog posts that encourage your leads to go farther along the journey to the next stage.
Quarterly Goals
This is probably the least used aspect of strategic blogging. Your content will be most effective when it’s aligned with your company’s quarterly goals. It makes sense, though, doesn’t it? Why would you create content that doesn’t support your business goals? Do that and your blog is running counter to your own business! When you align your blogging to your quarterly goals, your content is tailored to achieve specific results that help your business grow strategically. You can target your ideal customer, at each stage of the buyer’s journey, with a message that’s designed to help you reach your goals.
[bctt tweet=”Why would you create content that doesn’t support your business goals?” username=”billkerschbaum”]
Next Steps
- Get more info about using the buyer’s journey in your blogging.
- Got questions about strategic content? Contact me!