Why you should make blog posts

Are you regularly updating your blog or knowledge section with engaging and industry-relevant content for your website visitors? If not, you’re not alone. Few companies prioritize updating their knowledge sharing section or blog because they don’t see a “return on investment” for the time they invest. While it’s understandable that many companies think this way, it’s still an unfortunate trend – and a loss for your company and business. There’s a lot to be gained by sharing your best tips and tricks within your industry.

The biggest benefits of writing great blog posts

Why is it important to prioritize knowledge sharing and sharp blog posts in your business? And how can good blog posts help your business and company achieve its goals? We’ll get into that in this post, along with our top 4 tips on how to get the most out of your blog texts and make the most of the time you spend writing them. Here are our top three reasons why you should write good, industry-relevant knowledge posts/blog posts about things that are happening in your company, industry, products, services or similar.

“Provide good content”

If you’re not completely new to marketing, you’ve probably heard the phrase “content is key” before. Every day, internet users are confronted with a flood of impressions online – including advertisements tailored to meet their preferences based on what they click on when they visit websites and online shops. That’s why targeted and powerful content is more important than ever. Your content not only creates brand recognition and interest in your business, it’s also what sets you apart from your competitors. If you have better ads than your competitor selling the same products, your customers will choose you over your competitor. For example, if you needed to find a skilled hairdresser in your area to cut the hairstyle of your dreams or dye your hair the exact color you googled. So which hairdresser do you choose? The hairdresser with a website with a boring overview of prices and nothing more. Or do you choose the hairdresser who makes exciting behind-the-scenes videos of their cutting and coloring techniques? Of course, you choose the hairdresser who gives you the best impression and showcases their product in an exciting and engaging way. The same goes for blogs. If you’re selling a service on your website, a blog shows that you’re on top of your craft, what’s going on in the industry and that you’re passionate enough about your field to share important knowledge. This helps to inspire trust in the recipient and get them engaged in your business. All because you are signaling that you are skilled, passionate and knowledgeable in your industry. The likelihood of them converting is therefore much higher – and if they don’t buy, they have at least become more engaged with your brand and can become customers in the long run when they are further along in the buying process. In other words, you can already engage new potential customers in the research phase by demonstrating that you have a deep knowledge and passion for your industry and are (probably) an ideal choice for your visitors.

Get ahead on Google

If you are successful with your blog posts, you may be lucky enough to have your visitors share your posts on their own website or blog. For example, if you have a webshop selling running shoes, you can create exciting running guides on your blog that teach the “new” runner how to best train themselves without injury. You could also create a 3-month guide for the experienced runner to get ready for a marathon, or perhaps a guide to choosing the right running shoe for the individual’s running style? The possibilities are endless. These blog posts can be read by influencers, bloggers or companies that may sell products that aren’t in direct competition with yours, but lean on it. It could be shock absorbing posts, running socks or similar, and if these visitors like your content, you may be lucky that they link to your posts – because they create value for their target audience. If you get enough links like these, Google will see them as recommendations from other internet users and reward your site or webshop with a higher search engine ranking. These links are called earned links and play a big role in ranking higher in search results than your competitors. With relevant and engaging content that creates value for your target audience, you can also improve your ranking on Google. Spending extra time on blog posts and content in general is therefore a great long-term marketing strategy that gives you “free” organic traffic that you don’t pay for with anything other than the time you spend creating content and knowledge posts.

Don’t forget your “soft” goals!

Many companies only have overall “hard” conversion goals that involve actual sales and new customers in the store. But not all visiting customers are ready to buy from the start. You also need a strategy that “captures” visitors who are still in the research phase and who want to learn more about who they should buy from. A blog/evidence section is a great tool to micro-convert these visitors. One way to get your target audience into your business is to get them to sign up for your customer club, newsletter or download your new app. You can use your blog section to tease for more knowledge/more gems in your newsletter, or write a short sales text about how much value your new app or customer club can offer your customers. You can do the same if you dream of growing your company’s social channels. After an exciting and relevant blog post, you can “direct” your visitors to your social media channels by writing, for example: you can read much more on our latest post on our Facebook channel, or “remember to enter our competition for this brand new running shoe we just got in stock. The competition ends this Sunday, so be quick!” This way you create a bridge between your website/webshop and your social media channels, creating perfect synergy so you can get the most out of marketing your business.

4 tips for sharper blog texts

Now that we’ve covered the importance of writing relevant and value-adding knowledge and blog posts, it’s time to get into what you can do to ensure that your knowledge posts get read and convert your visitors. As you already know, relevance is incredibly important to your target audience. Therefore, it’s essential that you stick to topics that relate to your industry, services or products so that you offer value. But what else is important to focus on when creating knowledge and blog posts on your site?

Make sure you have a good structure

You can pick the most exciting topics to date – but if your posts are messy, you’re just about there. A messy setup confuses your reader, resulting in a high likelihood of them skipping out. That’s why it’s so important to have a consistent structure in both content and layout. Make sure to avoid the “wall of text” trap, which is guaranteed to make every reader give up before they even start reading your blog. You can easily avoid this by breaking up the long text with images, videos, or other graphics that emphasize your message. You can also choose to write in bullet points throughout your text to break up the long stream of words. It’s soothing to the eye and provides better structure to your post. Another good tip is to bold important points in your text. Your layout is ultimately up to you, but it’s important that your posts are laid out in a reader-friendly and neat way so that your visitors can quickly navigate your text and not lose concentration or interest along the way. Once you’ve got the structure down, you need to have the following in your text:

1: Write a catchy intro

A good knowledge or blog text should always have an interesting intro. Make sure your intro is around 150-200 words and presents your topic in an exciting and appetizing way. It’s also a good idea to think about keywords so that you tell your reader right from the start that they have found the topic they were looking for simply by reading your headlines, bullet points, etc. This also gives you a plus in the Google book, so always remember an exciting intro text for your blog texts.

2: Write exciting and interesting

It’s very important to divide your texts into relevant sections. This helps create clarity for your visitors and also makes your text easier to read – which is crucial if you want your target audience to read your blog texts from start to finish. It’s also important to write in exciting, lively and engaging language to keep your readers’ attention. A good tip is to ask questions throughout your blog text, which you then answer later in the post. This way you signal to your readers what they “learn” from reading your text, which motivates them to read on. (Provided your text is good and relevant, of course).

3. End with a good wrap-up

It’s incredibly important not to end your post abruptly and “unresolved”. Make sure your texts end naturally so you don’t leave your readers with a lot of unanswered questions and confusion. If you are writing longer and more in-depth posts, it might be a good idea to end with the post’s main findings and nuggets at the end of your text as a kind of conclusion. It’s also a good idea to refer to reliable sources where people can learn more about the topic. This will ensure that your readers aren’t left frustrated and feeling like their questions haven’t been answered.

4. Remember your “Call to Action” every time!

Although we put a lot of effort into creating value for our visitors, the ultimate goal is to get them as customers, or get them “closer” so they can eventually become customers. That’s why it’s important to end all your posts with a Call to Action to encourage your readers to get closer to your business and convert. Examples of good Call to Action’s are:

• Join our customer club today and get 20% off
• Hop over to our FB and participate in our competition worth 5000,-
• Download our new app here and earn points on your purchases
• Sign up for our newsletter and get the best tips and tricks every week
• Encourage people to engage with your content in the comment section, for example by asking a question or sharing their experiences about the topic you’ve written about.

The key is to have a good and natural ending to your post so that the text ends naturally and meaningfully for your readers without leaving them frustrated or confused. We hope this post has inspired you to get started with knowledge sharing and blog texts on your website, and that you’ve gained greater insight into the value content can bring to your business. Now it’s time to get writing – and get the best return on your efforts!