Although we don’t talk about blogging much anymore as the term evolved into content marketing, blogging to improve SEO (search engine optimization) and performance, is important if you want to succeed. A blog is simply a way to share information of value to your target marketing in the form of long-form content. This is what distinguishes a blog from other content marketing efforts, such as social media posts. In SEO, creating fresh, valuable content on your website is the biggest factor influencing where your content ranks in search results. As you can see below, ranking higher in search results generates more clicks to your content and, thus, more opportunities to convert. Termed organic search, these clicks represent the largest source of visits for most websites (53% of all visits on average) and conversion rates much higher than other traffic sources.
Blogging is a time-consuming activity and businesses often struggle to not only post blog content on a consistent basis but to determine WHAT to post. In today’s post, we’ll tackle this topic using a specific industry to provide examples. You can use this information to help you as you plan to take up blogging to improve SEO and the performance of your company. First, let’s explore how often you should post blog content on your website.
As you can see, most bloggers post at least once a day and that’s my goal for this website. If you’re not seeing the number of visitors to your website you need to achieve your goals (recognize that only about 2% of visitors convert), then increasing the frequency of your blogging might provide the solution. Blogging more frequently also translates into greater lead generation, which is also important to your ultimate performance. Blogging more frequently always worked for me and my clients.
Blogging to improve SEO and performance
As an illustration of how to use blogging, we chose to look at in-home podiatry services, as it helps ground our approach to blogging to improve your marketing efforts. In the ever-evolving landscape of healthcare services, in-home podiatry emerged as a convenient and personalized solution for individuals seeking foot care in the comfort of their homes, especially during the pandemic. As a company specializing in providing in-home podiatry services, it’s crucial to leverage digital marketing strategies to enhance online visibility. In this post, we’ll explore how consistent and strategic blog posting can help elevate the online presence of companies in this industry and connect with a broader market.
The first step when engaging in any form of content marketing is to develop a content marketing calendar. This calendar helps alleviate the stress inherent in facing a blank screen with a publication deadline. A calendar also ensures you create content for the different personas you target and for visitors in different stages in the conversion cycle. For instance, visitors in the awareness stage need educational resources, such as why they should use in-home podiatry services, while visitors who are faced with making the decision to purchase services need pricing, availability, financing, and other types of information that directly relates to their decision.
To help with this arduous task, I created a downloadable content marketing calendar template you can modify to use however you want. The more information you fill out in the content calendar, which also includes other content marketing efforts like social media, the more beneficial you’ll find the calendar.
As you fill out your content calendar, here are some things to consider:
Educational content: establishing authority and trust
In the realm of in-home podiatry services or any type of service, the dissemination of educational content through blogging serves as a cornerstone for establishing your company as a trusted authority. By delving into intricate details about foot health, addressing common podiatric issues, and providing insightful preventive measures, your blog becomes a knowledge hub for your audience. The emphasis should be on crafting well-researched, accurate, and easily understandable content that reflects your commitment to being at the forefront of podiatric expertise.
Regularly publishing informative articles not only showcases your dedication to staying abreast of the latest developments in foot care but also positions your company as a go-to resource for individuals seeking reliable information. In doing so, you build a reservoir of trust with potential clients who are more likely to choose a service provider that not only offers practical solutions but also places a premium on education and awareness.
The overarching goal is to position your company not just as a provider of in-home podiatry services but as a thought leader and educator in the field, thereby enhancing credibility and trust among your target audience.
Local SEO optimization: targeting your service areas
Blogging becomes a strategic tool in local SEO optimization, allowing your company to tailor content specifically to the unique needs and concerns of your service areas. Integrating local keywords and phrases seamlessly into your blog posts enhances the discoverability of your services when individuals in your target locations conduct online searches. Local SEO also benefits when podiatrists create a Google Business Profile, which is free. Not only does this profile help with discoverability, but it also allows patients to post testimonials and rate their services to improve performance.
Crafting blog posts that delve into common foot problems prevalent in specific geographic areas demonstrates a nuanced understanding of local foot health concerns. This localized approach not only helps potential clients find your services more easily but also establishes a connection by addressing issues that are particularly relevant to the community.
Moreover, by consistently creating content that caters to the specific needs of your service areas, search engines recognize your website as a valuable resource for local foot care, thereby boosting your rankings and increasing visibility within those regions.
Personalized patient stories: building emotional connections
In addition to disseminating information, blogging provides an avenue for building emotional connections with your audience through the power of personal narratives. Sharing success stories and testimonials from satisfied clients serves as a testament to the effectiveness and impact of your in-home podiatry services.
These personalized narratives humanize your company, allowing potential clients to connect with real people who have experienced tangible benefits from your care. Including before-and-after images, where appropriate, adds a visual dimension to these stories, effectively showcasing the transformative effects of your podiatric services.
By weaving compelling patient stories into your blog, you not only capture the attention and interest of readers but also instill a sense of trust and empathy. Prospective clients are more likely to choose a service provider with a track record of positive outcomes and satisfied clients, creating a powerful emotional resonance that extends beyond the clinical details of foot care.
Community engagement: fostering a supportive online community
Blogging isn’t just a one-way communication channel; it’s a platform for fostering a sense of community and engagement. Encouraging comments, questions, and discussions on your blog posts transforms your website into a dynamic space where individuals can interact, share experiences, and seek advice.
Responding promptly and thoughtfully to user comments demonstrates your commitment to client satisfaction and community engagement. By facilitating dialogue and providing valuable insights in response to user queries, you establish a reputation for accessibility and customer-centric communication.
Taking community engagement a step further, consider hosting live Q&A sessions or webinars through your blog. This interactive approach allows prospective clients to connect directly with your podiatrists, gaining a deeper understanding of your services and fostering a sense of trust and transparency.
Social media amplification: extending your reach
Blogging serves as the epicenter of your digital content strategy, and sharing your blog posts across various social media platforms is the key to amplifying your reach. Social media becomes a dynamic extension of your blog, enabling you to reach a wider audience and build brand awareness.
Craft visually appealing snippets or infographics based on your blog content to capture attention and encourage social sharing. Visual appeal is crucial in the fast-scrolling world of social media, helping your content stand out amidst the digital noise.
Engaging with your audience on social media platforms is not just about broadcasting information; it’s about creating a two-way conversation. Responding to comments, sharing user-generated content, and participating in relevant conversations in your industry showcase your company as an active and approachable presence in the digital sphere.
By consistently sharing blog content on social media and actively engaging with your audience, you extend your company’s reach, drive traffic to your website, and keep your in-home podiatry services at the forefront of your audience’s minds. This integrated approach ensures that your online presence remains vibrant, responsive, and resonant with your target demographic.
Incorporating a robust blogging strategy into your digital marketing efforts can significantly enhance the online visibility of your in-home podiatry services. By consistently providing valuable content, optimizing for local SEO, sharing success stories, fostering community engagement, and leveraging social media, your company can establish a strong online presence and connect with individuals seeking personalized foot care solutions. Stepping into the world of blogging can be a game-changer for your in-home podiatry business, propelling it to new heights in the digital era.
Need marketing help to support business growth?
We welcome the opportunity to show you how we can make your marketing SIZZLE with our data-driven, results-oriented marketing strategies. Sign up for our FREE newsletter, get our FREE guide to creating an awesome website, or contact us for more information on hiring us.
Hausman and Associates, the publisher of MKT Maven, is a full-service marketing agency operating at the intersection of marketing and digital media. Check out our full range of services.