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Let’s be honest for a second: no matter how hard you’re trying to create quality content for your business blog, your competition isn’t going anywhere. In fact, they’re probably always on the lookout for new stories and fresh angles that could hook their audience (or, worst, yours.)
Don’t get the wrong idea: quality content is still king, and it should remain a primary focus of your digital marketing strategy. But, with over two million blog posts created every day, you need to up your efforts and get a bit creative if you want to reach out to your target market.
Here are a few strategies that can help you achieve just that.
Create a Buyer Persona
If you want to increase your audience and ensure that people are, in fact, reading your content, then you need to deliver what they want. In other words, you need to write about the topics that actually interest your target audience.
The easier way to do that is to create a buyer persona – a comprehensive profile of your ideal customer. Research and learn as much as you can about your target audience, from basic demographic data, such as age, location, and gender to complex psychographic information, such as motivations, pain points, desires, and so on. Only after you’ve developed a deep understanding of your ideal customer, you can create content that they are likely to react to.
For example, if you want to expand the reach of your physical therapy business’ blog but don’t know where to get started, work with marketing experts in your niche and have them create buyer personas for you.
Write Pillar Content
The market moves at the speed of light, and you need to keep pace if you want to remain relevant. That means that you must stay up to date with the latest trends and provide your input on them.
But, although trendy topics can offer a short boost in traffic, evergreen content is the gift that keeps on giving.
Think about it this way. An article about the latest SEO news is short spanned. After all, Google tweaks its algorithm constantly and trends changes just as fast. An article about the importance of SEO, on the other hand, is always going to be relevant, regardless of what new updates have emerged.
When it comes to increasing their audiences, most business owners turn to SEO, social media, link building, or email marketing. While all these are valid strategies that can help you achieve great results, there’s a new kid in town that can boost your traffic.
We’re talking about influencer marketing.
Identify the thought leaders in your niche and try to develop a relationship with them. Comment on their social media posts, share their articles, mention them in your content, and so on. Make sure that the input is relevant to their niche and adds value. A simple “Great post” won’t get you very far.
Then, after you’ve touched base with them, reach out to them and ask for their help. You could ask, for example, to write a guest post for their blog. Or, you could create an expert round up and ask for their opinion on a specific matter.
Not only that this strategy is going to help you reach out to your target market, but you are also validating your business. Prospects will trust you more if they see a thought leader giving credit to your products or services.
It takes time to build a successful business blog, so be sure to manage your short-term expectations. Focus on creating content that targets your audience’s needs, write evergreen articles, and reach out to influencers in your niche and sooner rather than later you will start to see the traffic needle moving.