{"id":79169,"date":"2020-07-07T10:05:32","date_gmt":"2020-07-07T14:05:32","guid":{"rendered":"https:\/\/marketinginsidergroup.com\/uncategorized\/publishing-blog-articles-needs-the-right-content\/"},"modified":"2023-10-27T07:17:37","modified_gmt":"2023-10-27T11:17:37","slug":"publishing-blog-articles-needs-the-right-content","status":"publish","type":"post","link":"https:\/\/marketinginsidergroup.com\/content-marketing\/publishing-blog-articles-needs-the-right-content\/","title":{"rendered":"Publishing Blogs Articles Isn&#8217;t Enough &#8211; It Needs to Be the Right Content!"},"content":{"rendered":"<p>You\u2019ve read all the advice. You\u2019ve started a corporate blog or a branded <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/what-id-do-with-all-that-great-content-marketing-content\/\">content hub<\/a>. Then you published a ton of articles that run the gamut from your company\u2019s response to the news story <em>du jour<\/em> to how your new gadget works.<\/p>\n<p>Then \u2013 crickets. It might be tough hearing it \u2013 but just publishing blog articles isn\u2019t enough. You need to publish more of the kind of <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/content-quality-vs-content-quantity-the-great-content-debate\/\">high quality content<\/a> that your audience wants. Here\u2019s how to know when you\u2019re on the right track.<\/p>\n<p><strong><em>Quick Takeaways:<\/em><\/strong><\/p>\n<ul>\n<li><em>First, identify your customers\u2019 needs. Then, map out the buyer\u2019s journey.<\/em><\/li>\n<li><em>Create content for every step of the buyer\u2019s journey.<\/em><\/li>\n<li><em>Turn customers into advocates after the sale with content that helps them get the most mileage out of your product or service.<\/em><\/li>\n<\/ul>\n<h2>First, Zero In on Your Customer\u2019s Needs<\/h2>\n<p>If you start with last night\u2019s newscast for your inspiration, you\u2019re already on the wrong track. Sure, timely insights make you aware of the world outside your company. A world that affects your customers.<\/p>\n<p>However, if your insights have little to do with your customers\u2019 needs, you\u2019d be better off turning off the news and updating your\u00a0<a href=\"https:\/\/marketinginsidergroup.com\/demand-generation\/what-to-include-in-a-buyer-persona-infographic\/\">customer personas<\/a>. You do have them, don\u2019t you?<\/p>\n<p>The key to successful content marketing is always \u2013 and always will be \u2013\u00a0<a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/2020-content-marketing-trends-content-for-the-buyer-journey\">understanding your customers\u2019 needs<\/a>. If you haven\u2019t created customer personas yet or need to update ones you already have, use this easy-peasy \u201crecipe\u201d from GetCRM to cook up your own:<\/p>\n<figure class=\"redactor-keep-figure redactor-component\">\n<p><figure style=\"width: 700px\" class=\"wp-caption aligncenter\"><img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/buyer-persona-final-1-1-2-scaled.jpg\"  alt=\"Buyer Persona Final 1 1 2 Scaled\" width=\"700\" height=\"3119\" \/><figcaption class=\"wp-caption-text\">Image courtesy of\u00a0GetCRM<\/figcaption><\/figure><\/figure>\n<p>Now that you know what makes your customers tick, zero in on their needs. Laser-focus on those needs that you can meet with your expertise, products, and services. That needs to be the axle around which all your content marketing turns.<\/p>\n<h2>Look at Every Stage of Their Buyer\u2019s Journey<\/h2>\n<p>Take a deeper dive into your target customers\u2019 needs to understand what types of content they need at each stage of their buyer\u2019s journey. Jot down ideas to pencil in on your content calendar.<\/p>\n<p>At any one moment, your blog has readers who are at every stage of their customer journey. Plan to publish at least two posts per month for customers at each stage.<\/p>\n<p>We\u2019ve found that most companies don\u2019t spend enough time and effort at the earlier stages of the customer journey. At this stage, people are only doing research.<\/p>\n<p>Capture them during this time with content that answers all their questions. With such a\u00a0<a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/develop-content-marketing-strategy-not-plan\/\">content marketing strategy<\/a>, you\u2019ll be well ahead of your competitors.<\/p>\n<h2>The Buyer\u2019s Research Phase<\/h2>\n<p>During the early phases of the buyer\u2019s journey, as Yoast\u2019s\u00a0<a href=\"https:\/\/yoast.com\/you-have-to-publish-resources\/\">Jono Alderson<\/a>\u00a0points out, people need more than a standard blog post \u2013 they need resources.<\/p>\n<ul>\n<li>Tools your target customers can use to better their businesses or their lives<\/li>\n<li>Comprehensive sources of information that can help customers research topics around their needs<\/li>\n<li>How-to videos or illustrated guides that help them solve a problem or tackle an unfamiliar task<\/li>\n<li>Answers to the questions they ask relating to your field of expertise<\/li>\n<\/ul>\n<p>The best thing about taking the time to hunt down the information your target customers need and working them into blog posts they\u2019ll want to bookmark? It\u2019s an SEO superpower.<\/p>\n<p>Here\u2019s why. With Google\u2019s new bent toward natural language searches, content that answers questions beats those optimized around your brand\u2019s pet keywords six ways from Sunday, as Alderson shows.<\/p>\n<p>For example, let\u2019s look at how this works for an accountant trying to make a name for herself in a Midwestern city. Instead of her usual blogs optimized for \u201caccountant in Milwaukee,\u201d she takes our advice. She creates a resource that lists some legal tax breaks that most small businesses aren\u2019t aware of. She titles it \u201cHow Can I Know If a Tax Deduction is Legal?\u201d<\/p>\n<p>Not only does she grab Position Zero (the first thing searchers see when they type in a query), she also quadruples her reputation in her field.<\/p>\n<p>Small business owners who never even heard of her before are ringing her phone off the hook to thank her for the resource. They share it with their colleagues, friends, and family \u2013 and soon, her website traffic shoots toward the moon.<\/p>\n<p>Some of those businesses \u2013 strapped for time as tax season looms closer \u2013 hire her to do their taxes. They tell their colleagues, who tell their colleagues\u2026and\u2026you get the picture. That\u2019s the power of providing a resource that solves a problem for your target customers.<\/p>\n<p>Even though Alderson advises using a block-style page editor to give your resource a slick format, it\u2019s not necessary. Just break up your text with some related visual elements, such as images, videos, or infographics.<\/p>\n<p><img decoding=\"async\" class=\"size-full wp-image-653068 aligncenter\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/buyers-journey-1.png\" alt=\"buyer's journey content\" width=\"1050\" height=\"877\" \/><\/p>\n<h2>The Comparison Stage<\/h2>\n<p>After you\u2019ve established yourself as a major player in your niche, some of those target customers who decide that they need what you sell will begin the comparison process. They usually have some of your competitors on their list and will weigh what you have to offer against them.<\/p>\n<p>Or, they might compare the costs and benefits of solving their problem on their own against hiring you or one of your competitors. Either way, they\u2019re seriously considering doing business with you.<\/p>\n<p>Here\u2019s where you might want to send personalized, targeted content to decision-makers at your B2B customers\u2019 offices. Called\u00a0<a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/the-new-rules-of-content-marketing\/\">account-based marketing<\/a>, this strategy has proven to work for companies bold enough to try it.<\/p>\n<p>White papers, detailed, long-form blog posts, and case studies, too, can tell the story about how your products or services have helped solve your customers\u2019 problems. These long-form pieces can showcase your expertise, positioning you as a thought leader in your field.<\/p>\n<p>Explainer and how-to videos featuring your product or service work equally well for B2B and B2C customers. Hero\u2019s journey stories that put your customer \u2013 not your product \u2013 in the cape and tights can also help drive decisions your way.<\/p>\n<h2>The Buying Stage<\/h2>\n<p>For B2B customers, a free trial or in-person consultation can point out all the ways that your product or service can help them solve their problems and make more money. Detailed brochures and videos that lay out the ROI and other benefits that will come their way are also beneficial.<\/p>\n<p>Whether B2B or B2C, customers want to know that you stand behind your product. Content that details the support process in easy-to-follow steps can assure potential customers that you won\u2019t let them down once the sale happens.<\/p>\n<p>Here\u2019s where employee-generated content can really earn its pay. The\u00a0<a href=\"https:\/\/everyonesocial.com\/blog\/employee-generated-content\/\">trust factor is way higher<\/a>\u00a0when content comes from the employees who make and service your product. At this stage more than any other, trust is a critical ingredient of success.<\/p>\n<h2>The After-Sale Stage<\/h2>\n<p>Too many marketers leave communication at this point to the customer service team. Big mistake. Instead, publish content that helps customers get the most mileage out of their product or service.<\/p>\n<p>Documents and videos that demonstrate troubleshooting, too, can help build customer loyalty. Use customer questions as the basis for blog posts, FAQ updates, and how-to videos.<\/p>\n<p>The more you encourage your customers to maximize the value they get from your products, the more likely they\u2019ll be to recommend you to their colleagues, friends, and families. Turning customers into advocates through quality content will start the journey all over again for a new cadre of buyers.<\/p>\n<h2>The Right Content at the Right Time \u2013 Your Sweet Spot for Success<\/h2>\n<p>When you publish content that helps people at each stage of their journey, you won\u2019t have any trouble hitting that \u201csweet spot\u201d for content marketing ROI: at least\u00a0<a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/how-weekly-blogging-can-boost-b2b-sales-10x\/\">two to four times a week<\/a>. It\u2019s all about getting the right content into the right hands at the right time.<\/p>\n<p>If you are ready to get more traffic to your site with quality content for each stage in the buyer journey, check out our\u00a0<a href=\"https:\/\/marketinginsidergroup.com\/content-builder-services\/\">Content Builder Service<\/a>. With targeted posts published consistently, you\u2019ll see an uptick in results!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>You\u2019ve read all the advice. You\u2019ve started a corporate blog or a branded content hub. Then you published a ton of articles that run the gamut from your company\u2019s response to the news story du jour to how your new gadget works. Then \u2013 crickets. It might be tough hearing it \u2013 but just publishing [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":79173,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","footnotes":""},"categories":[15],"tags":[],"class_list":["post-79169","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.3.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Publishing Blogs Articles Isn&#039;t Enough - It Needs to Be the Right Content! - Marketing Insider Group<\/title>\n<meta name=\"description\" content=\"Looking to publish the right content and the right time? 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