In the last 3 years, content marketing budgets in the United States has tripled. Blog quality has also improved over this time period, with 90% of the top B2B content marketers reporting that they put audience information needs before sales (CMI).
We also know that blogs that post 16 times monthly receive 3.5x the traffic of those that blog 0-4 times per month.
As a marketing manager, this can put you in a tight spot. Should you blog more often, sacrificing quality? Or should you put out high quality blog content that is thousands of words long, but less frequently.
Finding the mixture in the middle provides the best ROI on your digital marketing efforts. Combining the best content marketing strategies with in depth content is what works best.
That is what I am going to talk about today.
In this article, you will learn:
Let’s get started.
Blog Content: Quality vs. Quantity
If implementing a content marketing strategy that involves blogging 10+ times per month, it is necessary to have a certain amount of planning. However, you don’t want this to mean that your blog covers just one subject matter, or have stale ideas that are planned months in advance all the time.
How many blogs should you post a month?
In order to consistently build organic search traffic from your content marketing strategy, you should be blogging at least 11 times per month.
According to studies done by HubSpot, companies that blog 16+ times per month generate 3.5 times as much traffic as those who blog 0-4 times. This effect really starts to take effect around the 10+ blog post range.
You want the primary objective of your blog to be bringing value to your audience, which puts quality first. Blogging 10 or more times per month has been shown to work, but only with a combination of amazing content. For this reason, we recommend a high blog post frequency, as long as it does not compromise quality.
Without quality, no amount of frequency or consistency will help your company to develop:
… which should be the main goals of any successful content marketing strategy.
Even though quality is the main concern, you do not want to make all of your blog posts 4,000 words long.
So, how long should a blog post be?
According to research done by Brian Dean of Backlinko, the top blog post on Google is on average 1,890 words. The #2 spot on Google averages 2,000 words. After that, they become shorter and shorter.
This suggests that there is a relationship between long form content and organic search ranking. So, ideally you want to be creating blogs that are at least 1,800 words in order to have the best chance to rank well.
The Short Solution
Focus on quality first. Over time develop your systems – whether it is making your own internal team, doing the work yourself, or outsourcing to a content marketing agency – so that you can produce high quality blogs frequently.
If you have the resources to hire a team, you also want to be able to promote your content online in order to truly leverage the power of a great blog.
So how can you create the best blog content for your industry and use it to build a strong brand?
That is exactly what I am going to talk about now, let’s get into the fun part!
10 Tips for Getting the Most Out of Your Blog 
Knowing that creating a great blog is all about quality it is extremely important to know what strategies are working in 2019, in order to get the most out of your blogging efforts.
So what can you do to get the most out of your blog?
1. Know Your Audience
Without a doubt, the most important thing to understand in order to help you make the most of your blog in 2019 is to understand your audience.
Segmenting Your Audience
Understanding these key traits of people in your audience will allow to create buyer personas. The purpose of a persona is to identify a segment of your target audience and represent their needs, wants, etc…
By segmenting your audience, you will be able to create higher quality content, because it will be tailored to each of your personas.
2. Answer Questions in Your Blog
Why do you go on Google or other search engines? Most of the time it is to ask a question.
This is the same for your audience. Every day, potential leads are typing in hundreds of queries with thousands of results for keywords related to your industry.
Knowing this, it is essential that you answer questions with your blog content. Doing so has multiple positive effects:
3. Understand What Google Wants
While no one can say for certain every single file that makes up Google’s algorithms, there have been dozens of highly informative studies done by industry leaders that have revealed what Google is looking for in blog content.
What does Google look for in good blog content?
We won’t go to in depth here about these topics, because we already wrote about them, or have videos for them. Click the links above to go to any of these guides!
The only one we haven’t written about is the first few hundred words. Basically, a study done by Brian Dean (of course) showed that focusing on the first 300 words or so in your blog post showed a higher correlation with search engine rankings than the rest.
It makes sense if you think about it. Google is trying to serve people the best possible results. If a bad intro has driven the last 40 people to your page away from it, then you can expect that they left and went to another blog. If this is the case, Google will reward this competitor if the user stays longer, and rank your pages lower accordingly.
I have seen it happen with our own content. Above is a graph of one of our site’s online traffic. As you can see, at this point, it’s traffic was starting to even out after a steady slope upwards.
This was a new site and we had finally broken out with one top piece of content that ranked extremely high. But, below, you can see that the traffic from this site was directly correlated to less impressions over time as the average page on time decreased.
This meant it was again time to tweak the content, specifically the introduction, in order to keep people on the page longer.
4. Don’t Try to Trick Google
Look, it’s 2019, if an SEO company or someone at your company suggests that you should be trying black hat, or even questionable SEO practices should be fired. Save yourself the trouble of wiping out half of your traffic.
There are a few things you should NEVER do with your blog content, that can incur serious penalties from Google:
5. Create Custom Content
So, remember how we talked about making buyer personas in the audience part of this article? If not, that’s okay, just go back and reread it. Be sure to visit the helpful link also on how to create buyer personas.
Well, this is where they come into play in your blog content strategy. Creating custom content implies creating blogs that aim to address very specific problems and questions for your audience segments.
If your audience research is strong enough, you should be able to guide them through each one of your posts sequentially, until they get through the entire marketing funnel. This is very ideal, and is usually not the case, as on average B2B buyers need to interact with content 8 times before making a purchasing decision, and for consumers, the number is 5 to 7.
But, your blogs can help your target audience arrive on your site through top of the funnel content, learn more about your brand, and then take them to the next step. If they leave, retargeting campaigns should always be used.
The beauty of creating custom content for your audience is that it can come in many forms, not just blogs. This leads to our next tip:
6. Diversify Your Content
By diversify your content, I mean that you should try to make content in multiple formats, not just blogs.
At the end of the day, 80% of global search traffic is based around video. This trend is only expected to continue into the future.
Blogs are still extremely effective, but any great content marketing strategy should encompass a multi-pronged attack, using additional resources like:
These are shown to be some of the most effective types of content in B2B in the past few years. Both in terms of lead generation and conversion rates.
Each one of these resources allows you to extract contact information from visitors in exchange for branded content.
This is where you can begin to make serious return on investment from your content strategy.
7. Make the Best CTA’s
We are a very visual culture in the United States. But, in general, almost all humans seem to be visual learners to some degree.
As a result, if you want to get someone to click on your content, it is essential that you make calls to action which stand out, promise value, and make people want to take action.
A few easy ways to do this are:
The most important thing to remember about this improving your CTAs in your content is that you want to be driving the customer through the marketing funnel. The entire point of driving them anywhere on your site should be for the purpose of them converting. You want to not be too sales driven with your content, but utilize additional resources as a way to get vital contact information.
In order to do this, you will want to utilize CTAs in a few different ways to be the most effective with your blog content.
You want to add internal links as needed in your content. This includes putting them in your blogs naturally. You want to make sure you do this in a way that is best for the reader.
Avoid linking exact text of the titles of the articles you are linking too. Also, make sure that you have the link open in another tab (set target=”_blank”), in order to make sure that you can send the right signals to Google and maximize on page time.
These are calls to action that suck the user in right away. Meant to be bright, in your face, sleek, and match with your brands color and design.
Typically, these are used to promote additional content that helps your audience. This can come in various forms, such as the ones listed above.
Another great thing you can do to maximize your calls to action in your blog content is to customize them based on what stage your customer is at in your marketing funnel.
This can help guide them to the next stage gently, and also help them find related content that will actually be appealing to their current questions, needs, etc…
If you cannot do this with your site, you can always provide an array of different resources that could fit each of the possible buyer personas who could be visiting your site.
Custom Landing Pages
Landing pages are where your customers will be arriving on when they are driven to a conversion point in your funnel. This can be through a paid advertisement, or social content, video, blog content, etc…
Basically, these pages are one giant CTA. The whole objective of a landing page being to get the visitors to convert. By creating custom landing pages and combining these CTA techniques, you can drastically improve your conversion rates from your content marketing strategy.
8. Optimize Your Content
There is no use in having the power of Google Analytics if you do not use all of that data to your advantage. In this case, you might as well be a caveman banging two stones together hoping to make fire.
You absolutely must be taking advantage of this analytics data in order to get the most back from your blog.
So, what should you look for?
I wrote a whole a whole blog about this here, but to outline it, you want to be looking to optimize:
Basically, you want your content to be unique, but you want to be able to undeniably add more value than your competitors.
A quick Google search of most questions displays hundreds of results, most of which are nearly identical content.
9. Be Consistent
If quality is the most important thing for your blog, consistency is second, even before quantity. People want to be able to expect fresh content, and know when to expect it. Whether this means daily, two days a week, weekly, etc.. you should make a solid effort to make sure that your schedule is maintained.
One thing that helps tremendously to maintain consistency in your content marketing strategy is to create a content calendar. We wrote a comprehensive guide on why you need one, and how to make one here.
Another way you want to maintain consistency on your social media. In most cases, you are better off not making social media accounts unless you are going to make a commitment to developing a social strategy for your content.
10. It Pays to Pay for Paid Ads
A bit of a tongue twister, but you get the deal. No matter how effective your content is, it can always use a bit of gasoline on the fire.
Paid ads are the perfect way to do this for a few reasons:
Some of the most effective paid ads are in the form of:
The most effective type of paid advertisement for most industries is by far video. Not only because it improves conversion rates by 86%, but also because it improves search rankings by over 150% on average.
On top of that, it has been shown to be 96% more memorable than blog content in the minds of consumers within 3 days of watching vs. reading.
Depending on your industry, different platforms work best for paid ads to promote your blog and video content.
Producing high quality content, and the right amount of content is not easy. It is a balance that is constantly changing and requiring you to adapt.
But, you can be very successful with your blog content by implementing the strategies you just learned in this blog.
The important thing to remember is to put quality first. After that, keep a consistent publishing schedule. Then, you want to begin using the rest of the tactics mentioned in this guide in order to improve your blog consistently over time.
If you take it seriously, and are willing to keep learning, your blog can become your business’ #1 salesperson!
But you know that already, otherwise you wouldn’t be here. So, if you enjoyed this blog, and want to continue learning with PoofNewSales, be sure to check out the rest of our posts. Or, take a minute to explore our Content Marketing School, complete with everything you need to improve your content, and online presence, including:
What are you waiting for? Get over there and check it out. We promise you won’t regret it. For even more information on when we publish new content, be sure to subscribe to our email newsletter. Once per week, we update you on what we have learned, and deliver your lesson plan for the week.
Or, if you are looking to learn more about how content marketing can change your online business forever and generate more clients, build your brand, improve rankings, and more, give us a call or send us an email to set up an appointment with our team for a free consultation.