Want your website to summit the search engine results page? You need a blog. Want to establish yourself as a thought leader in your industry? A blog can make your name. Need to provide content that nurtures leads and gives current customers what they need to be successful with your product? All of that can be done with a blog.
This isn’t news.
You know you need a blog. And, by now, you’ve probably figured out that just having a blog isn’t enough to get any of the above results. It has to be good.
“Good, unique content. Problem is, almost everyone can get here. They really can. It’s not a high bar, a high barrier to entry to say you need good, unique content. . . . If you can’t consistently say, ‘We’re the best result that a searcher could find in the search results,’ well then, guess what? You’re not going to have an opportunity to rank.” — Rand Fishkin, Why Good Unique Content Needs to Die — Whiteboard Friday
It has to be great.
But even Level-Great content is becoming saturated because the secret is out. Content is the key to:
- Build brand recognition — 71% of all respondents who maintain blogs for a business report that they have increased their visibility within their industries through their blogs.
- Establish leadership in your space — In 2016, 36% of Fortune 500 companies have a public blog.
- Boost acquisition — 77% lift in median monthly leads occurs to businesses with over 51 blog articles.
- Improve retention — “A business’ best protection against churn is a Customer Success team armed with a content marketing strategy.”
Unbounce figured this out almost immediately. In an interview, Unbounce Co-Founder Rick Perreault said, “We started marketing the day we started coding.” What did that marketing look like? One marketing employee who focused on creating high-ranking blog content that produced significant and consistent value to the reader.
You know all this. You’re sitting there thinking “Yeah, I know, content is king, quality is king, we’ve got a pair of kings and our content STILL isn’t getting us to Page 1.”
The problem is: You’re creating all of this quality content without a cohesive SEO strategy in place. A strategy that leverages your great, big body of content to achieve the most effect.
We’re not talking about a list of keywords here.
But to understand the kind of strategy we’re suggesting, you’re going to need a brief history lesson.