6 Ways to Use Your Blog as More Than a Source of Traffic

Intro

There are numerous marketing strategies you can employ to grow your business. But, having a blog is, doubtlessly, one of the best ways to spend your marketing budget — even if you want to do more than drive organic traffic to your business website.

Traditionally, business owners have seen blogging as a powerful SEO tool, and with good reason. Publishing high-quality blog content has proven that it can put your business on the map by allowing you to rank for relevant keywords. And it has also been beneficial in allowing brands to attract web visitors populating the early stages of the sales funnel.

But the thing is, blogging (especially when done right) can also do so much more.

So, if you're ready to get more out of your blog posts and maximize your content marketing ROI, here are six ways you can use your company blog for more than just a source of traffic.

Capitalize on Commercial Search Intent

One of the best ways to boost the effectiveness of your company blog is to optimize it for search intent. However, a common mistake many business owners make is:

1. They produce content that targets consumers in the top stages of the sales funnel who are searching for information. Or;
2. They create content for those ready to convert, publishing blog posts optimized for transactional intent.

This leaves the middle of the funnel completely unattended. And that's a huge mistake, considering that it can be an absolute goldmine.

When using your blog to capitalize on commercial search intent, you're targeting people close to making a purchasing decision. These consumers are evaluating businesses and products that could solve their pain points.

So, by creating content that meets their needs, you can provide them with the value or advice they seek. Simultaneously, you can present them with a CTA or product mention that would steer them towards becoming your customers.

If you're looking to do this on your company blog, make sure you're not employing an aggressive sales approach. Instead, present your readers with helpful information, then subtly position your solution as an option that might fit their needs.

One brand that does this well is Transparent Labs. In its guide to creatine supplements, the brand:

• answers readers' questions regarding the benefits of different types of creatine powders
• provides web visitors with valuable links to scientific studies to back up its claims
• compresses the extensive info into a FAQ section

Then, at the bottom of the page, they include a "what to look for in a creatine formula" question. Here, they explain that supplement quality should always be the top priority and describe why their product fits the bill when it comes to safe and effective sports supplements.

(Source: transparentlabs.com)

Align Your Brand With a Positive Experience for the Reader

Buyers actively seek out great shopping experiences. And research even shows they're ready to pay more for them.

According to PWC:

• 73% of people consider customer experience to be an impactful shopping factor
• 43% would pay more for greater convenience
• 42% are willing to spend more for superior customer service

But here's the thing. Contrary to popular belief, CX is not only determined by how quickly and effectively your brand serves your customers during the buying process. In fact, your company blog can also play a part in delivering a great customer experience, mainly by providing readers with helpful information.

If you publish blog posts that have a customer instead of a sales-oriented purpose, you can:

• encourage readers to associate your brand with a favorable customer experience
• establish a positive emotional connection between your brand and your audience
• turn your business into a go-to in your industry, thanks to its dedication (and success) to solving consumer pain points

Showcase Your Authority and Expertise

If you look into the scientific research surrounding why people trust others, you'll find that trustworthiness is made up of three building blocks: competence, benevolence, and integrity.

So, if you're looking to show potential customers they can be confident in your brand, use your company blog to prove your business' expertise, its dedication to delivering on promises, and its willingness to put customers before profits.

For example, you can write articles that open your target audience's eyes to internal protocols they otherwise wouldn't have the chance to learn about.

FE International does this in its guide dedicated to SaaS valuation, where it:

• takes readers through every step of valuing this type of business
• shares its unique (and helpful) calculation formulas
• presents complex information using easy-to-understand visuals
• aims to assist SaaS business owners in getting the best offers when selling their companies

(Source: feinternational.com)

Alternatively, you could achieve a similar effect by investing in original research and publishing the findings on your company blog.

This is what brands like Wyzowl do. They identify relevant topics, conduct surveys to collect original data, and give away the results to their audiences for free. That way, they're helping potential customers solve their pain points and encouraging them to perceive Wyzowl as authoritative and trustworthy.

(Source: wyzowl.com)

Finally, as you look for ways to showcase your authority and competence, don't forget to collaborate with experts. Research has found that industry experts are the most trustworthy brand ambassadors you can employ to build trust. So, don't hesitate to hire them to write content for your company blog or review the articles already published there.

This is what Eachnight does with great success. All their product guides feature a professional bio of the author as well as the name and accreditations of the medical reviewer.

(Source: eachnight.com)

Shine the Best Possible Light on Your Product

Even though most people coming to your site via a blog post do so looking for answers to their questions, this doesn't mean you shouldn't use every opportunity available to capture their interest with striking visuals.

The reason to do this is simple: humans are wired to prefer visuals over text.

For instance, research has found that people only remember 20% of a text when it doesn't contain visuals. Moreover, posts with images get 650% higher engagement rates than regular articles.

So, if you're trying to find ways to use your blog as more than a source of traffic, why not enrich it with visuals of your products to ensure web visitors notice and remember the solutions in your offer?

If you check out the GILI Sports guide to paddleboarding, you'll find that the brand employs photos of its products to explain the anatomy and uses of different types of paddle boards. Plus, GILI even goes a step further by using branded images that elicit a positive reaction, ensuring that web visitors have the highest possible chance of remembering the brand and its products as the key to attaining an outdoorsy (and Instagram-worthy) lifestyle.

(Source: gilisports.com)

Support Your Social Media Team

Another excellent way to get more out of your company blog is to explore ways to transform existing content into social media posts.

Something as simple as repurposing existing blog posts for social can allow you to save on content production. And even more importantly, it can help you generate engagement on your social media profiles by presenting your followers with unique and valuable information that will answer their questions or help solve their pain points.

For example, Semrush repurposes its blog posts into Instagram visuals, giving followers a super-easy way to learn something new without forcing them to read through a 3000-word article. It's simple and effective. And, judging by the number of engagements on the post below, it's a high-ROI strategy that does the job it's supposed to.

(Source: instagram.com)

Or, if you're willing to experiment with formats that are a bit more exciting than images, you could do what Monday does and film video or podcast versions of your user support articles. This is an excellent way to provide your audience with valuable educational content that they can consume while using your products or on the go.

(Source: youtube.com)

Strengthen Relationships With Existing Customers

Lastly, don't forget that producing and publishing articles shouldn't only be done when looking to convert new buyers. More than that, a well-thought-out content marketing strategy should also serve your existing clients and help you boost brand loyalty.

For example, by using your blog to announce new and upcoming product features, you can reassure customers that you're listening to their feedback and introduce them to new product functionalities in a way that empowers them to use these functions right away.

Check out how Figma teaches existing users to implement novel functions in their workflows by adding quick instructions to its "What's new in Figma" monthly posts.

Source: figma.com

Or, you might opt to do something similar to Saphir and compose in-depth tutorials that teach your customers to get more value out of your product (and ensure a positive customer experience).

(Source: saphir.com)

Wrapping Up

Even though blogging is an excellent way to drive organic traffic to your website, it's also much more.

By doing a few simple things, like optimizing for commercial search intent, creating positive customer experiences, providing readers with valuable information, and creating repurposable content, you can get more out of your blog and give your audience content it will genuinely appreciate.