Blogging: Growth vs Engagement
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 blog will contain a good mix of both to ensure that you are growing your audience while still looking after your loyal followers. It is also important to note that a blog article can be both – you can write a great article that excites your existing audience that also ranks really well in Google, or you can write a blog article that ranks #1 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 blogging, I would definitely recommend focusing on one goal first, and then optimising the article for the other goal where possible.
Keep scrolling to find out a bit more info about each type and if you have any questions, pop it in the comments section at the bottom and I’ll get back to you ASAP 🙂
Audience Engaging Blog Articles:
These are blog articles that you are writing specifically because you want to engage with your existing audience (via social, email or other) and it is a topic that you have chosen because you know that they are interested in this topic and will be more likely to engage and join the discussion.
For this blog article, all of the content will be chosen and shaped around the questions that 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.
If you are looking for ideas for what content to include in your Audience Engagement posts, try ‘stalking’ your existing audience – have a look at what other pages they are also following, try and find out what kinds of content they usually engage with, and review your comments and posts to see if there are any common themes that are regularly brought up or discussed in the comments sections.
Also 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? If you’ve been asked a question by a customer more than once then it is a fair bet that there are other potential customers 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 or sends them to a product page where they can find more info on how to purchase, 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.
Audience-Building Blog Articles:
These are blog articles that you are writing specifically because you want your website to rank for a particular keyword and you understand that to increase your chances of ranking for that key word or phrase, you have to have a page of content on your website that is solely dedicated to that keyword.
For this blog article, all of 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. Digital Marketing, Digital Marketer, Freelance Digital Marketer).
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 still type questions into Google, so if someone types in ‘What is Digital Marketing?’ and you have a blog post that is titled ‘What is Digital Marketing?’ which contains the answer to that question then you’ll have a much better chance of ranking.
‘What is Digital Marketing’ is considered a long-tail keyword/phrase, and that is the best kind of keyword to target with blog articles. Use standard content pages to target short-tail keywords (e.g. ‘Digital Marketing’).
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 ‘What is Digital Marketing?’ example again, it is pretty obvious what question the user is trying to answer. An article that start 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.
BeKonstructive Marketing Blogging Services:
I got my start in the industry working as a copywriting intern at a digital agency, so I am quite familiar with blogging and content creation. I provide a range of different freelance and contract services in relation to blogging/content creation, from copywriting and regular blogging on your behalf, through to consultations that include strategy and/or training, as well as content calendars and idea generation. I’m happy to give you a helping hand to get your blog up and running, take on the role of editor and SEO-specialist or manage the whole blog from start to finish. If you’d like to discuss which option would suit your business the best, give me a call today on 0413 844 190 or shoot an email to firstname.lastname@example.org.