Starting a blog to increase user engagement on store is an overwhelming experience yet a frightening one too. Expecting people to read what you write is largely dependent on the fact that how better you know your customers.
It’s not all rainbows and butterflies where you can easily grab hold of customers by just addressing their concerns over the authenticity of your products. In the era of digitalisation, where everything is available online, ranging from nail to hammer and toothbrush to car. It becomes very important to connect with your customers by sharing real experiences of the journey of your brand.
According to data referenced in an article published in the New York Times, titled “Blogs Falling in an Empty Forest”, approximately 95% of blogs fail; the piece, that analysed several failed and “retired” bloggers, to understand why they quit, came to the conclusion that many blogs fail due to lack of readership.
As we all know, when we are talking of building an audience, content leads the list. However, with the mass production of online content, quality is degrading with each passing day. Nowadays, users are not only interested in your products but they are also interested in your journey to your success. Share your personal experiences and hurdles which you overcame to stand where you are now. It might help to build customers trust towards your brand and increase user engagement on the store.
It is often seen that people hire some amateur content writers on meagre wages to write for their brand. In this way, they not only end up publishing some bogus content but also loose the interest of a reader. Adopting such methods for promotion of the brand could have some drastic effects on the sales.
Another way to increase the reach of your blogs is to share your blogs across various social media platforms and get the required shares to increase visibility. In case, if your customers liked your blog there’s a high chance that they’ll share it within their circle. So, provide them social media widgets to make the process easier for them.
Adaptive style of writing
I cannot deny the fact that producing a content that is 100% unique and original is tough. Someone else out there must be talking about the same with even better data & research. But the goal here is to create something that stands out from the crowd & has content that readers will find worth investing their time.
Use of Infographics in the blog have proved to beneficial in the past. Versatility of the infographics gives you an edge with its different styles, sizes and data visualization types. Pay attention while designing elements as your audience may have already associated it with your brand.
Careful & Thorough Research
If you want your content to stand out then you must provide value in it. And to provide value in your content you will need to conduct a detailed research of the topic you are writing on.
The process will help you to substantiate your content with the facts & data gathered while carrying out research of the topic. Generally, the content which is not supported with enough facts & data is considered unauthentic & bound to lose the interest of customers.
Nobody wants to get mentally drained while reading your blog. Hence, it should be user friendly & as easy to understand as possible.
Another benefit of investing time on proper research before writing any blog is you do not end up publishing content that is already taking rounds on the internet. Try to provide valuable information about your brand through your blogs to keep the readers interest alive.
And when your website becomes an information hub, traffic influx will be high and ultimately lead to a higher conversion rate.
Exaggerating the content just for the sake of word count is not going to solve the purpose of the blog. It is better to provide content that justifies the purpose of the blog and precisely explains the topic. Some might argue that the blog needs to be filled with enough content that it does justice with the topic, but it surely doesn’t imply that you need to add extra and peripheral details.
Informal style of writing to address or inform your customers would never survive the continuously changing online markets. As the world of content marketing will never stop changing, we need to adapt the changes to keep ourselves ahead of the competition.
Let’s face the truth that there are consumers out there who are a perfect fit for your products or services, but they haven't been able to learn about your brand yet. By creating meaningful content that provides value for your target buyers, you can work to engage these leads and help build awareness for your brand. Brand awareness is one of the most important milestones that we want to achieve through the voice of our content.
Use of SEO to drive more traffic to the website
SEO simply refers to Search Engine Optimisation, a practice of optimizing content to rank better for some specific keywords in search results.
However, limiting the definition of SEO to above context would be highly unfair. SEO is a large term which includes keyword research, link building, On-page optimization, off-page optimization etc.
Optimizing your content will make your website rank higher in SERPs and we all know that the website ranked higher get more traffic. Higher the traffic higher are the chances to convert them into consumers.
The topic of SEO is vast enough to be discussed in few paragraphs. But some of the points that you can keep in your mind are,
- A proper keyword research
- Incorporation of long tail keywords
- Competition analysis & website audit
- Link Building
- Update content to rank better
At last, a suggestion to all the new bloggers out there. There is no assurance after all that the content you create is going to surface all over the internet and land on the trending list. In the era of continuously changing demands of customers, we should try to adapt the changing environments in order to beat the competition.