By now, it is likely that you have been working hard to move more of your business online due to COVID-19 restrictions. You are finding new ways to update your operations and connect with clients virtually. While you may have updated your website to help consumers find your business online, are you truly leveraging content marketing to showcase your expertise?
According to Hubspot, blogs are one of the top media forms used in content marketing strategies in 2020. A regularly updated blog can be an excellent opportunity to highlight your industry knowledge and answer frequent consumer questions. But how do you make sure your blog is set up for success?
1) Plan blog content to best showcase your expertise. Remember that the best blogs highlight content that is relevant to potential consumers. Resist the urge to directly sell to your customers. Consider highlighting trends and industry knowledge instead.
To help get you started, Google insurance topics to get ideas. Ask yourself what you can add or if you can bring a new perspective to these topics. You can also use paid keyword research tools like SEMRush, Ahrefs, or Moz.
A great blog can not only help your site show up more in Google searches but is also shows customers that you are a reputable, knowledge source. Customers who trust your content will spend more time on your site and visit more frequently. These customer actions reinforce your value to Google, which also leads to higher search rankings.
2) Use Google Analytics to find your most visited content. Connect your site to Google Analytics to help you assess site performance.
Visit the Behavior tab to see how many people are visiting each page on your website. This information can help you improve your sales funnel, identify content gaps, and better leverage already-high performing content.
The Acquisition tab helps you discover how visitors are finding your site. See who is coming to your site through search engines, social media sites, emails, or directly typing in your web address.
3) Write a great title. A well written title can make or break your post’s performance. Some best practices include using numbers, asking questions, using simple language, and leveraging positive sentiment.
Check the quality of your titles by leveraging a free tool like ShareThrough or CoSchedule. These tools can give you tips on how to improve your titles based on best practices.
4) Check all website pages for unique title tags and page descriptions. When a link appears in Google, it includes a title and a short page description known as metadata. When written well, with the right keywords, this is one of the easiest ways to improve your SEO.
You may have previously updated your page descriptions, but it can be easy to forget to add them for new blogs posts. Don’t forget to check your new posts especially after you’ve worked so hard on them! These updates can usually be added easily in the backend of your site. If you use WordPress, the free Yoast plugin can be a great resource.
If you are a member of Trusted Choice and need content ideas, consider referencing Content to Share and the monthly social media calendar to help identify potential topics.