One of the good things about blogging is that it perfectly fits into so many other digital marketing plans you might already have in place. And if you are not yet using it to grow your email list & nurture an engaged community of readers, you could be missing out on some huge business chances.
According to a Hubspot study, B2B marketers who blog generate 67% more leadsthan those who do not. 67 percent!
So why does blogging help marketers get so many more leads? There are 3 main reasons:
1) Blogging tends to generate high-quality traffic. Everyone reads your posts because they are interested in the topic that is presented. As a result, they’re more likely to share that content, which could drive even more traffic to your site.
2) It could bring traffic to your site, even when you are not doing anything. Once you optimize your posts with the right keywords & content, every blog post becomes a new page that is indexed by Google that could rank for new keywords – which could bring you more search traffic & new email subscribers for years.
3) The more blog posts you create the more traffic & leads you to generate.
However, while blogging could be wildly effective, it could also be difficult to get great results. Some companies struggle to bring traffic to their blog, do not write valuable blog content/fail to convert their blog readers into email subscribers.
But by following a few proven guidelines, you could avoid these blogging pitfalls. In my last 6 years working as a conversion optimization expert, I have learned the four key things you need to do to run a successful blog & grow an email list with blogging, which we will dive right into.
Create amazing pre opt-in content
HubSpot said, “If your blog content sucks, no one will want to become a regular reader.”
To make sure your readers will want to engage with your content, you need to bring value to your audiences. After all, quality content will bring you loyal readership & more subscribers. The more relevant a blog post is, the more likely your readers will share it with others, which could drive even more traffic to your site – which will ultimately help you increase your email list faster.
Offer tons of value before you ask for the opt-in.
According to the reciprocity principle, when someone does anything good for us, we feel obligated to do something back in return. In other hands, when that person asks us for a favor, it becomes hard for us to say “no.” And this can come in handy as you think about your blog & list building strategies.
All you have to do is focus on offering as much value as you could in your content. Create the most useful, detailed & action-oriented blog posts in your niche & your audiences will love you.
When they come across a sign up form on your blog, they will be much more likely to give you their email address so they do not miss any of your valuable content.
Choose topics that solve big problems/achieve big goals.
To discover your audience’s big problems or aims, find out what matters to them.
To do this, start by conducting a little keyword research. This is a great way to begin the monthly search volumes for every keyword show how much demand there’s for a certain topic.
You can also survey & interview your customers to find more about their challenges and goals. If you have a sales and support team, be sure to collect information from them about the questions your customers ask – this could give you more insight into their concerns & needs.
You can also check community sites like Quora&Reddit, where you will learn the kind of questions your target audience is asking. For instance, if you visit Quora, you could try typing in the main keyword that describes your service/product. Let’s imagine that this is “Link building.”
After doing a search on Quora for this keyword, you will see all the questions that people ask related to the topic in your search results.
Questions with more views, upvotes& comments tend to be more relevant and popular, so you could get a sense of common topics your target audience wants to learn more about. These popular questions could then be turned into/inspire a new blog post. For example, looking at the search above you could decide to write a blog post called “Should You Buy Links?” “Is Link Building Dead?”
Write high-quality, well-researched blog posts.
The goal of your blog posts should be to give the most valuable & detailed information on your topic.
To make this happen, your content could be actionable, not just theoretical. In other words, people should understand:
1) How to apply the information they have learned so they could get the same results.
2) The specific actions they need to take.
Be sure to improve the points you make in your post with relevant case studies, statistics, research on the topic, etc. It brings more credibility to the statements you make in the blog post, which will encourage users to implement the tactics you share.
You should also structure your content in a way that makes it easier for people to read. This means you should:
1) Use short paragraphs. Researchers for The Poynter Institute found that short-paragraph format encourages reading, whereas longer paragraphs discourage people from finishing a story.
2) Write short sentences. According to a research made by American Press Institute, readers understand more than 90 percent of what they’re reading when the average sentence length is 14 words. At 43 words, comprehension drops to less than 10 percent.
3) Eliminate fluff and get straight to the point. Be concise and get to the point in your writing. If you’re using words like very, little and rather in a sentence, make sure it brings value and adds meaning to your sentence. If not, it’s better to eliminate them.
4) Make your content easy to read and view. Since many people skim blog posts, be sure to organize your post so that it’s easy for them to do so. Use subheadings and bullet points to help break up your content, and include images that illustrate your points. In the top 100 highest ranking blogs on the internet, there is at least one image for every 350 words, according to a study by Blog Pros.