Blogs are used by most of the online portals to drive SEO traffic for various keywords which are related to the business but does not directly lead to conversion.Blog is also one of the most important tools for user engagement.Companies invest in blog majorly for three reasons which includes
When a site create blogs it should ask following questions
People read the blogs mainly for the reasons mentioned above.The keyword which the blogs target should be in sync with content of the blog.These keywords are generally not the same which your site target as these keywords are more engagement oriented and not direct intent to buy the products.The long tail keywords can be targeted through the blogs.
The blog will be effective only when it is visible at right place and to the right kind of user.The blogs should be posted on platform after analyzing below data
The above points is summarized in below flowchart
- Knowledge enrichment
- Increase SEO traffic
- Drive Conversion-Macro conversion
Blogs can be effectively used to meet all the 3 needs provided proper strategy is formulated for it.In this post will discuss on how the blog can be used to drive conversion.Conversion through blog is basically macro conversion which means push to the pages where user can be converted.
1. Identify the goal of the blog
It is necessary to understand what does user expect from the blog.This depends on the kind of business you are in. Broadly user expects
Reviews/Guidance
When product which you are selling requires guidance to the user then it is better to write reviews about the product.For eg to buy phones,properties one need guidance to identify the right product.Reviews can help user to understand the product better and therefore convince him to buy the product.
Research reports/Future prediction
When the success of product depends on how it will perform in future then it is necessary to help user know the logic behind the success or failure the product.This is majorly applicable to shares/Mutual funds and other highly volatile products
Rankings/Popularity
When user want to pick from list of product then it is necessary to know which one is the best.This is particularity applicable to the travel industry where user want to travel to new places.Ranking helps him decide which is best place to go.
When a site create blogs it should ask following questions
- What kind of product I sell?
- What does user expects from the blog?
- How the content should be formulated in order to drive macro conversion?
2.Identify the Right keywords
People read the blogs mainly for the reasons mentioned above.The keyword which the blogs target should be in sync with content of the blog.These keywords are generally not the same which your site target as these keywords are more engagement oriented and not direct intent to buy the products.The long tail keywords can be targeted through the blogs.
3.Post the blog on write platform
The blog will be effective only when it is visible at right place and to the right kind of user.The blogs should be posted on platform after analyzing below data
- What kind of users visit to the platform?
- Are they relevant for the blog?
Based on the above two questions one should decide on where to post the blogs.This will help in targeting right kind of user and thereby improving conversion
The above points is summarized in below flowchart
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