By producing good educational content about your business, the company establishes a leadership position, increases the authority (and traffic) via Google and social media facilitates the process of selling and creates a permanent marketing asset, difficult to be replicated.

However, at the time of implementation many companies end up slipping. That’s why article offers 6 tips on how to build a successful blog to attract and convert prospects:

TIP #1

Personas: a common mistake for many companies is to write for themselves, not for their target audience. Before you set your blog theme, think of the “buyers” of your business and build characters that represent them. Then seek to answer several questions about their profiles and interests.

TIP #2

 Teach: This is the biggest “cake recipe” for a good blog: discover the problems of your target audience and teach how to solve them. Educational content spreads much more than corporate information, thus attracting more potential customers. Teaching also establishes rapport and credibility, and help create demand for the solution.

TIP #3

Search: Do a good keyword research on Google and investigate problems and questions in social media before producing content.

TIP #4

Have a good platform: blogs do not have many secrets, but it is important to have a minimum of technical adequacy. A platform like WordPress solves most questions about SEO and content management. Moreover, a good blog layout helps improve conversion and sharing.

Another important point: keep the blog on the same domain as your company’s website, so one takes advantage of the authority gained by another.

TIP #5

Think like a publisher: a good blog is like a magazine. Several people can produce content, but someone should play the role of the blog editor, ensuring consistency, review the organization of the “agenda” and frequency of publication. About the latter, one post a week is already well enough for the company to start seeing results within a few months.

TIP #6

Promote: think on Twitter, Facebook and Linkedin as distribution channels to leverage the generated content on your blog. Another simple tip is to enter the blog articles in the company newsletter. Write as a guest on other industry blogs also helps in exposing the content to new audiences.