In the current marketing landscape, businesses can no longer promote like a used car salesperson and expect people to hoard their products and services. They need to develop a fully realized plan that allows them to identify their goals, target a specific audience, and deliver their message on different platforms online.
The changes taking place in content marketing are also caused by the advent of user-generated content. Since consumer trust peer reviews more than content created in-house nowadays, it has become harder for business blogs to garner attention. However, this does not mean that blogging is passe. In fact, you as a business owner should not give up creating content on your blog as a way to increase sales and conversions.
If you are unable to find your footing with blogging, then take a cue from these businesses that use blogging to great effect.
When it comes to digital marketing and sales, HubSpot Blog trumps all. Hubspot, a popular inbound marketing software, shows why you should subscribe to their product as they publish content relevant to marketers and sales agents on a regular basis.
Their content is filled with the kind of value that its target readers will enjoy reading. Also, each post has a relevant call to action that encourages readers to download a free ebook, join a free course, and more.
Moreover, most of the content found on the Hubspot Blog ranks on the first page of Google results for their respective keywords. According to SEMrush, as of writing, the blog is ranking for a whopping 732,000 keywords that bring over 1.7 million worth of organic traffic. Below is a partial screenshot of keywords that the blog is ranking first for:
Lesson: Practice what you preach. As a digital marketing tool, it is important for Hubspot Blog not only to provide value to readers but also prove to them why they should subscribe to its software. Ranking on thousands of keywords within the first 100 results on Google is a feat that should encourage people to try out Hubspot for their business so they can achieve the same thing.
Entrepreneurs of Fire
John Lee Dumas is one of the most profitable entrepreneurs, and his blog Entrepreneur on Fire is a testament to his success. His online empire is built on transparency – he has been revealing his monthly income report since 2013. The idea of the report is to inform readers about the processes that John and his team did to achieve that amount so you can replicate the good and take away the bad.
However, the blog section of the site takes a new life of its own. Instead of churning out tips and how-to articles, John goes the extra mile to interview fellow entrepreneurs on their journey towards success. More importantly, you can expect new interviews from the blog on a regular basis.
Lesson: Interviews, interviews, interviews! Conducting interviews with people in your industry, whether it’s through podcasts or posts, allows you to connect and build relationships with them. At the same time, you can use the interviews as content to help educate your audience and provide unique insights about your niche like John does.
Wristbands cater to a very specific niche. In fact, most of its audience only purchase wristbands for specific reasons; namely, for raising awareness towards a particular cause.
Being fully aware of this, Amazing Wristbands built its blog by discussing upcoming events and causes to encourage people to make a sale. Their blog talks about sexual violence to National Donate Month and how readers can spread the good word about their respective causes through wristbands.
Lesson: Know your product and audience. As mentioned, the wristband market may not be very lucrative, and maybe you feel trapped in the same predicament. However, this should not dissuade you from thinking outside the box with your blog to make a sale. By understand what your product is all about and the kind of audience you have, you can develop a content strategy like Amazing Wristbands did to attract their attention in the hopes of making a sale.
Peter’s of Kensington
This site occupies another space in the already-crowded online shopping industry. So how do you market your site amidst the fierce and ruthless competition in the eCommerce market?
Taking advantage of their in-house events, Peter’s of Kensington taps into local chefs and bakers to showcase their best recipes and menus on their blog. The chefs also hold classes at their office to members who want to learn how to cook with the best of them. These events go in line with the products they sell like dinnerwares, kitchenwares, and more!
Lesson: Humanize your brand. By holding different events that mobilize your audience and engages them with your brand, you increase the chances of boosting your sales as well. More importantly, you can to connect with people on a more human level, which you can leverage to develop brand advocates and return customers. If you don’t have the luxury of holding an event at a physical location, you can hold webinars instead, which could lead to the same effects.
Business Insurance USA
Getting insurance for your business safeguards you from potential legal troubles that come your way. However, some small businesses and startup are not keen on getting an insurance soon. They prefer to roll the dice and deal with the issue once it happens.
Business Insurance USA takes a more visual approach to their blog. For example, instead of telling facts about the increase of cybercrime, they show it using compelling visuals in the form of infographics.
Lesson: Use visual cues. Your audience will most likely find it cumbersome to stare at a wall of text as your posts. Communicating your message to readers will be difficult if all they see on your posts are words. To break the monotony, include attractive images and infographic to help get your message across more effectively. Just like Business Insurance USA, you can create stunning infographics using Infogram, or you can simply find one on Pinterest to share on your post.
Blogging from Paradise
One of the most relentless bloggers out there and also a regular contributor at BloggingTips.com, Ryan Biddulph has built an empire with Blogging from Paradise. A quick look at his blog reveals not only the number of posts he’s published throughout the years but also the ebooks he’s written and is currently selling on Amazon.
I had a chance to interview Ryan on my blog, and he has a fascinating and inspiring story to boot. Looking back at his past and how he was able to achieve success through perseverance and hard work with his blog, it was simply a matter of doing it and making it work.
On each of his posts, he upsells his Amazon ebooks so readers can get more in-depth about the secrets to his success.
Lesson: Be passionate. If there’s one thing that separates Ryan from other bloggers, it’s his sheer passion. Not only does he publish content on multiple blogs, but he also has time to record podcasts to share his story. When blogging for your business, you can’t half-ass it. You need to go all the way in like Ryan does so you can tap deeper into your market and drive more sales.
How about you – are there any bloggers or business blogs out there not mentioned above that have a content strategy optimized for conversion and increased sales? Please share them by commenting below!