Content marketing is becoming a more and more popular marketing strategy for businesses to draw in customers to their websites and to push them further down the marketing funnel, but in order for your blog to be effective, there are some rules that you need to follow.

Understand what will make your audience click

In order to get your audience’s attention, you need to make sure that you are writing content that will be relevant and of interest them, without this, you will target the wrong audience who will have no interest in the products and services you are pushing them towards, leading to limited success.

Understanding your audience and what will earn their clicks is crucial to a successful blog for your business.

Have a solid mix of seasonal and generic content

Having a mix of both seasonal and generic content is a significant benefit for any business with effective content marketing. Seasonal content is relevant or at it’s most relevant to your audience at a particular time. While generic content is content that will be evergreen and always relevant to your audience.

With generic content, you can continually repurpose and reuse to gain the interest of your audience, while seasonal content can work with different unique factors such as Christmas being one month away, a sudden major event, or other reasons to grab your audience’s attention.

Segment your content

This can be hugely beneficial to any business with two or more different types of audiences. What may interest some of your customers may not interest all of your customers, so it’s important to produce a variety of content which intrigues the multiple audiences you are targeting.

Not only does this prevent you from losing potential customers because they have no interest in your content, despite being a target audience, but it also means you can target and distribute your content to the relevant platforms and audiences where the content will have it’s most success.

Promote your content

You need to make sure that your content is being seen in order for it to have any effect. Promote your content across social media, search engine optimize, and also consider using paid spend.

Instead of your audience will not have to find you to absorb your content and fall down your marketing funnel, you will bring them to you as long as your content is effective enough.

Produce a variety of content

Don’t limit your content to just long-form writing, there are many ways to produce engaging and informative content to interest your audience. Videos, live streams, interactive pages, polls, quizzes, AI-based content, infographics, and competitions are a few different ways you can engage your audience.

A variety of high-quality content that is relevant to your audience is going to achieve higher engagement and therefore more potential customers for your business.

A consistent TOV

One of the main things which will lead to a customer actually purchasing a product or service from you is your brand and how it makes your audience feel, and one of the key areas of this is your tone of voice.

A consistent tone of voice that your audience can build an identity of your business and brand from is crucial to securing loyal customers down the line. Your TOV should be consistent in all areas of your marketing too, not just your blog posts.

For more information about how we can help you with your content marketing, click here.