Blog Articles that Engage vs Blog Articles that Grow
There are two different types of blog articles: those written for audience engagement purposes and those written for SEO purposes. In an ideal world, a single article will be able to achieve both goals, but when you set out to write your blog article, you need to ask yourself which is more important:
A) That existing audience members read and love this article (build brand loyalty / recognition etc)
B) That new readers find you via google
I like to think of these as ‘Audience Engaging Blog Articles’ and ‘Audience Building Blog Articles’, and ideally, your website will contain a good mix of both to ensure that you are growing your audience while still looking after your loyal followers.
It is important to note that a blog article can be both – you can write a great article that excites your existing audience, bit which also ranks really well in Google. Or you can write a blog article that ranks number one for a term with huge search volume in Google that your existing audience also find interesting. But for those of you who are fairly new to SEO copywriting, I would definitely recommend focusing on one goal first, and then optimising the article for the other goal where possible.
Audience Engaging Blog Articles
These are blog articles that you are writing specifically because you want to engage with your existing audience (via social media, email, etc). It is a topic you have chosen because you know it interests your audience and will be more likely to engage them to join the discussion.
For this blog article, all the content will be chosen and shaped around the questions you think your audience wants answered, and what information you think they will be more likely to add to, ask questions about, like, share, comment on, and start conversations about.
Think about your ‘FAQs’ – is there a question about your product or service that you get asked about regularly? Is there a misconception or ‘myth’ about something in your industry? What are you customers’ main pain points? If you’ve been asked a question by a customer more than once then it is a fair bet there are others out there wondering what the answer is to that question is as well.
TIP: Engagement posts shouldn’t be too ‘salesy’ – it is ok to end the post with a Call-To-Action that promotes your services, but the point of this post is to build trust and brand loyalty with your audience which takes time and patience. Pushing them into a sale too forcefully will result in mistrust as well as a loss of brand equity.
Example of an Audience Engaging Blog Article
Our own “Creating a Business TikTok Account: A Step-by-Step Guide” is an outstanding example of an engaging and informative blog post. It harnesses a conversational tone and easy-to-follow structure to guide its audience through a potentially complex process, making it digestible and user-friendly.
The step-by-step format is an ideal method for presenting instructions, ensuring that readers can easily follow along and implement the advice given. The article doesn’t just explain ‘what’ to do, but also ‘why’, educating readers on the strategic importance of each step and empowering them with a more profound understanding of the platform.
Audience-Building Blog Articles
These are blog articles you are writing specifically because you want your website to rank for a particular keyword. For this blog article, all the content will be chosen and shaped around the SEO requirements – you’ll need the page title to contain the keyword/phrase and any additional sub-headings to contain variations of the key phrase (e.g. Brisbane Copywriter, Brisbane Copywriting, Brisbane SEO Copywriting).
If you are looking for ideas for what content to include in your SEO posts, think about a keyword or phrase that you would type into Google if you were looking for your services. Also think of questions – a lot of people type questions into Google, so if someone types in ‘Where to find Brisbane Copywriting Services?’ and you have a blog post that is titled ‘Where to find Brisbane Copywriting Services?’ which contains the answer to that question then you’ll have a much better chance of ranking.
TIP: When creating the content for your SEO blog article, think about the motives of the person who has typed in your target key phrase – what information are they looking for, and what questions do they want answered? Using our ‘Where to find Brisbane Copywriting Services?’ example again, it is pretty obvious what question the user is trying to answer. An article that starts off by answering this question will perform much better than an article that leaps straight into a detailed explanation of why your company is the best digital marketing company on the planet.
Example of an Audience Building Blog Article
We wrote the article “The Ultimate Guide to HVAC Repairs” for our client Air-rite Solutions’ website, crafted to draw potential customers looking for insights into HVAC repairs. By targeting this keyword, the article caters to a specific audience segment, those who may be experiencing issues with their HVAC systems and seeking professional assistance.
The content effectively conveys the company’s expertise in HVAC repairs, positioning Air-rite Solutions as a go-to authority on the topic. This not only improves their search engine visibility but also increases the chances of the audience choosing their services when in need.
The comprehensive nature of the article, from explaining common HVAC problems to preventive maintenance tips, also increases its utility for the reader. Such a strategy can attract a broader audience seeking information about HVAC systems, leading to audience growth.
The Benefits of Regular Blogging
In today’s dynamic digital landscape, creating fresh blogs for your business on a regular basis yields numerous benefits. As a cornerstone of Brisbane digital marketing, it can significantly amplify your visibility and broaden your reach. Blogs are invaluable content marketing tools in Brisbane and beyond, serving as a platform for establishing industry authority.
When you consistently publish relevant, engaging blog posts, you are essentially sharing knowledge, showcasing your expertise, and subtly advertising your brand’s values. These actions stimulate trust among your potential clients. The practice can also improve SEO, resulting in higher rankings on search engines. Greater visibility invariably leads to increased traffic and potential conversion.
Furthermore, regular blogging creates an opportunity for direct audience engagement, transforming your digital presence from a static billboard into a dynamic, interactive forum. Regularly updated blogs also assist in keeping your audience informed about your brand, fostering deeper connections.
In the broad spectrum of Brisbane digital marketing strategies, consistent blogging supports audience growth and engagement, critical factors for business success in the digital world. Harnessing the power of content marketing in Brisbane through blogs can help create a robust, vibrant online presence that significantly benefits your business.
BeKonstructive Marketing SEO Copywriting Services
BeKonstructive Marketing provides a range of Brisbane SEO services, including writing informative, education, and fully-optimised blogs for our clients. To find out more about how we can help your business, contact us today!