I’m not a fussy eater by any means. But I hate going into a restaurant, looking through their menu, and not finding something I’d really like to eat. Bear in mind I often don’t know exactly what I’d like to order before heading into the restaurant, but I often have some idea, and I’m usually hungry.
What does a restaurant have in common with publishing a blog article? Everything. When people come to your website looking for solutions, they may not know exactly what they are looking for, but they are hungry. My point is obvious: If you don’t feed them, and don't feed them what will satisfy them, they will leave disappointed, and not come back.
How to Write the Absolute Best Blog Article in 3 Easy Steps
The purpose of publishing blog articles on your website is to:
- Educate your prospects.
- Become the voice of authority—a thought leader in your niche market.
- Build website traffic and thus, leads.
- Provide a good conversion path.
We preach against writing blog articles just for the fun of it, or just to try to boost your domain ranking. Blog writing alone, in today’s highly competitive marketing environment, won’t produce the marketing ROI it once did. But blog writing while sticking to the four points above will become your most cost-efficient commercial construction marketing practice—creating the positive marketing ROI every CEO wants to see. Let’s get started:
Step 1) Focus on Your Persona—Not on You
The single biggest mistake bloggers make is to write about one of their favorite topics, not what their website visitors are looking for. Using the analogy of a restaurant: What if a restaurant owner loved Tabasco sauce? In fact, he loved it so much that everything on the menu, including the desserts, all were topped with Tabasco sauce.
A persona is a semi-fictional representation of your ideal prospect. If you never have, a good practice would be to write out a narrative of who that person is. For example, if most of your business comes from the B2B sector, who would be the decision-maker of a company whose business you would like?
Once you have your key persona, everything you publish on your website, including what you say on your home page, needs to be directed toward that persona. Anything else you do on your website that’s not directed at your persona will be a wasted effort.
Step 2) Write Content that Educates and Solves
I’ve said this a lot: Before you do anything fancy, like keyword research, UX research, or SEO, your first priority is to solve for your prospect.
Let’s forget about bottom of the funnel prospects for a moment. Bottom of the funnel (BOF) prospects know what they want already. They’ve done their homework, so they’re simply trying to choose a construction company. Period. These prospects will engage you by phone, they’re the RFQs that arrive in your inbox, and arrive by your website contact form. And they’re all about the same: “Hi, we’d like a quote on such and such a project.”
But let’s shift our focus away from the BOF for a moment and focus on the top of the funnel (TOF). TOF prospects work this way:
- They type something into a Google search trying to answer some question or solve some pain point.
- The search results return your blog article on the topic they searched for.
- They read your article and like it.
My point is, write to solve for these TOF prospects. How do you choose blog topics or titles? Again, you need to know your persona thoroughly. When you do, you’ll be able to anticipate their needs and supply content that will solve for those needs.
Step 3) Give Them Something to Click On
If you just supply great content but don’t give visitors a way to engage your further, you are losing all chances of gaining a TOF lead. At best, you can hope they come back or, at some point, contact you. Commercial construction marketing is not about hoping something will happen. It’s about doing things that will attract visitors and convert them into qualified leads.
So, how do you get leads? Somewhere on your blog page you need to have a call-to-action (CTA). CTAs are a basic function of inbound marketing. In its simplest form, a CTA is something to click on—the beginning process of a conversion path. A CTA can be a link, a button, or a graphic image. It works like this:
- A visitor searches and finds your blog article.
- He or she likes the article and see an offer for more content—upgraded content, perhaps a white paper
- They decide to click on a CTA.
- Clicking on a CTA directs them to a landing page.
- The landing page describes the premium content offer.
- They fill out a short form to get the offer and you have a lead.
Keep in mind the numbers are important. You’ll need to publish blog articles regularly, at least one per week, at the quality level I’ve been talking about. The more articles you have the better, but they each must have a way for visitors to convert into leads.
Blogging is the most important element of inbound marketing. Inbound is a new marketing tactic that’s still evolving but it will solve the fundamental issue most CMOs and CEOs face: Getting new, untapped business from your website. What do you think? Are you ready to get going?