Beautifully designed blogs with colorful images are nice, but not enough for efficient content marketing. To accompany the entire customer journey, you need really good content at all stages. But what makes a good blog?
As we have already shown in an earlier post: Content conveys the (emotional) added value of the company. This subsequently influences contact, trust in the company’s services and ultimately the purchase decision and sales.
Substantive content that is adapted to the target groups, offers added value and also serves search engines is the key to a successful blog.
What makes a good blog
Content should be presented in a way that is user- and value-oriented Best of all, it provides helpful answers to questions and problems that target groups are concerned with. Instead of generic advertising messages, blogs contain information that users have actually searched for.
Information presented in the form of a story activates emotionally and remains better in the memory. Our brain is programmed to grasp sensibly structured information more easily. In addition, storytelling offers the opportunity to tell the “why” of a brand or product. This makes content preparation one of the most important parts of blog and content marketing.
Short, catchy sentences are important so that a text is read with pleasure and to the end. Paragraphs and white space help to structure the text clearly. The rule of thumb: start a new paragraph for each new thought. Subheadings, bulleted lists, numbering, and bolding of important key terms are practical reading aids. The same applies to photos, graphics and videos, which enrich and liven up the content as visual stimuli.
Blogs serve as an initial orientation. They should arouse interest, whet the reader’s appetite for more and prompt him or her to take action. For example, a link can be offered that leads to further details or a call button for personal contact.
Blogs are usually read to quickly and easily get an answer to an urgent question or to find ideas to solve a problem. A few good tips are welcome and act as a positively perceived “call to action”.
“Nothing is more boring than the previous day’s newspaper,” they say. Make sure your content is up-to-date. Blog posts on topics that are old news should not appear. Therefore, when creating content, check your blog regularly for any “legacy” content.
Every blog post must have a concrete benefit for your customers. This creates added value, new leads and supports your sales.
Texts must be designed to serve users and search engines at the same time. Blogs with valuable content have a clear advantage in today’s world, as Google prefers content that is really relevant, really interesting and considered valuable by users. Rich content includes keywords that are meaningfully incorporated into the text and match search terms that your target audiences are looking for.
What makes a good blog
Besides good “writing”, the choice of topics is of course also important for a blog to generate additional traffic and new leads. Recommended are articles about prices and costs, common problems of customers and their solutions, comparisons of products and services as well as best lists and reviews.
If you would like assistance with content planning and production for your blog, we will be happy to advise you.
Until the next update – your Growth Ninjas,
Adrienne, David, Hermann, Johannes, Katharina B. & Stefan
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