Data driven cornerstone content will attract more web visitors, convert more traffic into leads.
Business blogging is a key method of driving traffic to your site. According to HubSpot, companies that blog 15 times a month get five times more traffic than those who don’t.
Why is blogging so effective? Updating your website with new content brings old customers back to your site while helping you to connect with new ones, building thought leadership in the eyes of your target audience.
At this point, you’ve done everything you can to blog on your site, but your traffic has reached a plateau. It’s time to face the truth – maybe your content just isn’t cutting it. And by cutting it, I mean maybe it’s just not better than the rest of the content out there.
“Quality content and good designs are the top two factors that add credibility to a blog. Make these two factors your top priority.” – Social Marketing Writing
But what is quality content? And how do you know if yours is good enough? The best thing you can do is to research your audience and other similar sites that are driving large amounts of traffic to build a better content strategy.
In the short term, think about implementing something more unique.
There is one thing you can do today to jumpstart the traffic to your business blog – create content that uses original data specific to your target market.
“90% of consumers find custom content useful.” – via Tech Client
Custom content is useful because no one out there has the information that you are providing. Custom data-driven content can turn your business blog into a tier one news outlet – making you the leading source of information in your industry.
You’re the one doing the dirty work. As a business owner you’re on the front lines of your industry every day, seeing problems, hearing customer complaints and understanding their needs.
The good news is that there is an easy way to harness all of this information and provide custom content based on hard numbers – customer and industry driven surveys.
A simple survey can provide you with enough data to drive one single cornerstone piece of content that can fuel your blog, infographics, e-books and videos for a single business quarter, drastically cutting down your time spent on content creation and providing better quality, desirable content for your target audience.
Step 1: Design and Implement the Survey
When designing and implementing your survey, take into consideration the information you want from your target audience. For instance, do you want to distinguish buying patterns based on gender, industry, demographic? Work these questions into your survey so you can gain the smartest data possible.
Think about business, but don’t forget about the content. You may be tempted to only ask questions that will help your sales team. Don’t forget about the content piece you’re creating.
Original, industry-leading insights are what will drive people back to your site, and even more importantly, get them talking about you and your brand.
Step 2: Shape Custom Storylines
Now that you’ve got data, shape a content piece and storyline which paints the bigger picture. Are there any trends that you see? Is one piece of data standing out more than the rest? If so, shape your content piece to focus on the most important or interesting trends.
Keep in mind the type of content you will be creating when garnering storylines from this data. If you’re creating an infographic, you’re probably going to need more numbers. If you’re creating an e-book, whitepaper or series of blog posts, your content can be a little more response centric.
Step 3: Creation and Amplification
Finally, you’re ready to create your cornerstone content piece. This survey that you have done has given you enough insight to fuel several pieces of content. You have created your e-book, whitepaper, infographic or series of blog posts that will spark conversation amongst your target audience through social media channels and your website.
Now your business blog is where it needs to be. Not only are people coming to your website through social media and search engines, but they’re returning to consume your original content and industry insights as you have now positioned yourself as a thought leader in the industry.
Creative Click Media is a digital marketing agency that has helped hundreds of companies achieve success on the web. To find out how we can boost your content marketing strategy through original data and insights, contact us.