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How to use your blog to drive leads

Bobby Hansen - Better Business Bureau

May. 8, 2022 7:00 am

With more than 600 million active blogs across the globe, the Better Business Bureau understands that blogging is a powerful way to build your reputation.

But with so many platforms, layouts and designs, creating a professional blog can be overwhelming.

It takes effort to create a blog that drives traffic. Spending lots of time and money creating amazing content won’t be worthwhile if you don’t have readers.

Growing a blog requires a strategy, including the following tips.

1. Invest in proper keyword research

Google accounts for much of the search engine market, using many factors in their ranking algorithm. Proper keyword research is an essential part of SEO strategy.

By identifying keywords you can tailor content and marketing strategy, a worthy investment.

2. Promote your blog content on social media

Social media is a powerful platform for businesses to promote their blog. More than 3.6 billion people were using social media worldwide in 2020.

These platforms offer an opportunity to build your ideal audience. A positive social media experience may lead to:

  • Recommending your brand
  • Purchase from your brand over competitors
  • Increased spending with your brand.

3. Include video content on your blog

Video content is an increasingly significant volume of internet traffic and a great way to generate interest.

Depending on your niche or industry, content could include:

  • Brand videos
  • Educational or how-to videos
  • Event videos
  • Explainer or tutorial videos
  • Live videos.

4. Optimize your blog for ease of accessibility

Increase your reach and build a larger audience by optimizing blog content for accessibility.

With many living with some form of disability, it’s essential to ensure that content is easily accessible and available to a wider audience.

5. Interact with your audience in the comments

The comments section of your blog is a perfect place to connect with your readers. When you respond to comments, you build relationships.

Feeling connected to a business or brand may increase buying over competitors.

6. Personalize your blog to your audience

An important way to increase your blog’s reach is to personalize your content. It is essential to provide your audience with content specifically tailored to their needs and to avoid being overly generic.

7. Include a CTA at the end of each blog

Content needs to include a call to action, or CTA, at the end to ensure your audience knows what to do next.

Bobby Hansen is regional director for the Better Business Bureau Cedar Rapids office; (319) 365-1190.