In the latest instalment of his series on digital, our expert Warren Knight discusses the importance of having your own blog
If you love Warren’s business advice, check out his top tips on you can improve your social media strategy.
Did you know that websites with a blog tend to have 434% more indexed pages? If you have built your website and implemented SEO (if you’re not familiar with SEO, check out Warren’s guide here), it’s now time to take those keywords, and create content for your business. It’s true that 47% of consumers read between three to ﬁve pieces of blog content before making a purchasing decision. After reading those statements, I have four questions I would like to ask you:
Weddings open the door to writing amazing, trending content that has the potential to drive sales for your business. I have written thousands of pieces of content, and have won awards for my blog content, and my book. I want to make sure that by reading this article, you walk away with a better understanding around content that drives traﬃc. Before I share with you some of my top tips, and tools to help you with your content, here are 10 diﬀerent types of content ideas to help you get started:
#1: Catchy headline: Understanding how to write the perfect headline is crucial. If 80% of your readers lose interest after reading your headline, imagine the traﬃc, engagement and sales you could be missing out on? Advanced Marketing Institute have a great headline analyser tool that you can use. Visit: aminstitute.com/headline.
#2: Structure: For every piece of content I write, I follow a speciﬁc structure. I always start with a statistic followed by an introduction talking about the topic I am writing about, and what I am going to cover. I then break the piece of content down into sub headers so that it is easy to read, and follow up with a conclusion. Think about how your audience “likes” to read content, and tailor your structure to meet their needs.
#3: What’s trending?: It is important to stay up to date with trending topics in the bridal industry. By staying up to date with the world of technology, I created a piece of content that went viral on LinkedIn Pulse, and drove thousands of visitors over to my website. Check out Google Trends to ﬁnd out the interest level people have shown towards a particular topic.
#4: Create great visuals: A huge part of writing amazing content, is about having variety, and this means more than just words. All of my blog images follow a structure, and can easily be created using the image design tool; Canva.
#5: Capture leads: For me, blogging is a great way to focus on one speciﬁc subject, and then share a guide, or free webinar that is about the same topic. Think about how you can use your blog to talk about something you are doing that will add extra value. Turn your visitors into prospects by capturing leads. As I mentioned, I always oﬀer a resource or link to a webinar I am running as a way to capture that lead.
Yes, creating content from scratch may take some time, and to best utilise this, consider syndication. The one network in particular that has been the most successful with syndication is LinkedIn. I have over 350 articles on LinkedIn Pulse, and have over 19,000 content followers. LinkedIn Pulse has been an amazing traﬃc and revenue driver for me, especially over the last ﬁve years.
It’s taken me 10 years to mould my personal writing style so that I can stay consistent with my content. LinkedIn Pulse is a great place for me to engage with my audience whilst also increasing my presence as a thought leader.
Remember that LinkedIn Pulse is completely free of charge for you to use, so make sure that every article you write on your website gets re-purposed and shared there for maximum exposure. However, there is one caveat.
Here is what Google had to say: “If you syndicate your content on other sites, Google will always show the version we think is most appropriate for users in each given search, which may or may not be the version you’d prefer.”
To avoid Google penalising you for copying your content, and sharing it on the likes of LinkedIn Pulse, wait one month so that Google has the time to rank the post on your website.
As well as blogging, you also need to consider guest blogging, and how you can reach out to industry experts and share your content to their audience.
I wrote an article for Social Media Examiner and it received over 8,000 shares. I have had various thought leaders (including a CEO of one of the tools I talk about in my book) reach out to me, and give me a lifetime pro account completely free of charge.
The most powerful thing about being a guest contributor on such an inﬂuential website is that when someone shares it, I then get tagged in the post. While the link someone shares will send them to the article, it has my biography at the bottom with links back to my website. From this I’ve been contacted by various industry inﬂuencers with potential collaboration opportunities. Do your research, and ﬁnd those inﬂuencers in the bridal industry that actively look for guest bloggers.
Since times are changing and everything is moving online, make sure you’re aware of how wedding planning is going digital too.