Just having blog content on your website isn’t enough to create results for your business. In order for your blog to work for your business, it must be set up to attract the right audience, draw in search traffic, and convert interested readers into leads and sales.

To accomplish those goals, you must know these eight things before you create great blog content.

1. Know Your Audience

The key to connecting with audiences through blog content and creating a strong inbound marketing strategy is knowing exactly who your readers are. Define your target audience so you can write content that speaks directly to them. It’s better to create specific, targeted content for a small, defined set of readers instead of writing vague content that tries to speak to everyone.

2. Know What Your Audience Needs

When you know your audience, this step is much easier. Identify what information your target audience wants and needs, and then provide it to them through your blog content. Consider the frequently asked questions that prospects typically have about your products, services, and businesses. Also, consider the problems that your target audience has and wants to solve. Plan your content marketing strategies around writing posts that help them find the information and solutions they need.

3. Know Your Goals

You do not write content just for the sake of writing content. Great blog content serves a purpose. It’s created to help your business reach a goal. So before you write any piece of content, define the desired outcome for publishing the blog post. It may be to:

  • Generate leads
  • Improve SEO
  • Educate readers about a product or service
  • Attract attention on social media
  • Build a resource to attract links
  • Etc.

4. Know Your Keywords

You don’t want to dive into writing blog content without first researching the keywords you’re going to use. Before you write a post, do keyword research to find the best, targeted SEO keywords to use in your article. Look for phrases and words that are popular among searchers, closely related to your industry, and have a reasonable keyword competition.

5. Know How to Write and Format Blog Content

To get people to read your blog content, you need to write and format it in a way that is preferred by online readers. Online audiences like to scan digital content. They like to get the information they need by scanning articles and seeing clear call-outs that offer information. So as you create your blog content, write and format it for online readers.

  • Use short sentences and paragraphs.
  • Use subheadings to break up your text.
  • Use formatting like bold and italics as well as numbered and bulleted lists.

6. Know How to Use More Than Words

Other things that online readers like are graphics and rich media. Images break up big blocks of text, make concepts easier to understand, and even please search engines (search engines favor posts that feature at least one graphic). Both readers and search engines enjoy rich media, so always includes at least one graphic in each of your posts.

7. Know How to Optimize Blog Content

To help readers find your blog content through search, optimize each post for SEO. Assign a target keyword to each of your posts, and use the keyword in the places that send positive signals to search engines. Use the keyword throughout the content of the post as well as in the post’s title, meta title, meta description, and image alt tags.

8. Know What the Reader Should Do Next

As mentioned above, you should have a strategic plan for each blog post. Every piece of blog content should be designed to help you achieve a specific outcome. Consider those goals as you close out a piece of content. Include a clear call-to-action at the end of each article that tells the reader what you want them to do to advance toward helping you achieve your goal. The call-to-action may be to:

  • Sign up for your list
  • Opt-in for a freebie
  • Place an order
  • Share a post
  • Read another post
  • Contact your business
  • Etc.

Next Step: Leverage Your Blog Content Even More

Now that you know how to write great blog content, get more advice on how to create a strong online strategy using blog posts and more. Get our FREE digital marketing ebook that explains how you can tie blog content into a full digital marketing strategy that will produce results in the form of website traffic, qualified leads, and sales.

Blog Content Improves Marketing Results


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