Here’s a marketing pop quiz for you: what’s the point of your content? All those blog articles, content offers, etc. What’s the purpose of all this content? To educate your customers? Move your products? Satiate your desire to become a prize-winning writer?
It potentially could be all above the above (but hopefully not the last). Above all else, your content should at least be doing one thing: increasing website traffic that converts into sales. In the retail world, it would be what we call a "doorbuster": something free that entices you to come inside the door, and then we get to work on turning you into a customer.
So if your content isn’t driving traffic, that’s obviously a huge concern: it’s not doing its job! Let’s figure out what’s behind your content struggles.
You don’t understand your customers’ concerns
Here at Rhino, we like to say that our clients provide solutions; sure, they all sell products or services, but those products and services help solve a problem or multiple problems. So do you understand what kind of problems your customers have?
By identifying your customers’ struggles, you can provide help and solutions via blog articles and content offers. Think about the problems your products/services can solve: are you writing about these problems? Are you helping your customers see the value your products/services can bring to their life?
Your buyer personas need tweaking
Every inbound marketer needs to have at least a couple of buyer personas. These personas basically describe your ideal customer – for instance, it could be middle-aged divorced women with high income, or a married middle-class father. The purpose of these personas is to guide us during the content creation process – we create content that caters to their interests and desires.
So if your content isn’t working, your personas may be incorrect. Take some time to evaluate them and consider if they’re truly the most ideal customers for your business.
You’re not blogging often enough
We advise our blog readers to blog no less than three times per week, with five times being ideal. If you’re not posting at least thrice weekly, you’re going to struggle to drive traffic.
You see, Google judges your site’s relevance based on several factors, such as frequency of updates and the size of your online footprint. Both of these factors will be harmed if you don’t post often enough. And if Google doesn’t deem your site relevant, you’ll have a hard time ranking high in Google search results. What kind of impact do you think that will have on traffic?
You need better keywords
As long as online search has been around, people have cared about keywords. And you should definitely be concerned with them, because they’ll help you out. By selecting appropriate and popular keywords for your market/field, you’ll ensure your buyer personas find you. Conversely, selecting bad keywords will keep your traffic low.
Therefore, let’s take another look at those problems your products/services can solve. What words keep reoccurring in these scenarios? For instance, if you run a pest control company, some words that would keep occurring would be “exterminator” “pest control” “cockroaches” etc. Identify what these words would be for your field and then put them to use. Include at least one keyword in every blog headline and sprinkle them throughout every blog.