Considering the amount of time you spend developing blog topics, creating content and promoting your posts, you’re probably pretty satisfied with your efforts when you see that your material really resonates with your target audience. But popularity isn’t going to convert sales or pay your bills. You need to leverage the profitability of your blog in order to make sure it’s contributing to your bottom line. Focusing on your blog content ROI ensures that it benefits your company just as much as your readers. Here’s how to make those posts really count.
Cash in on your most profitable content centers.
While you can’t make all your content more visible, you can to increase the popularity of
material that’s already proven itself to be a money maker.
You don’t necessarily need to change your blog post, but you should take the material and present it in a highlighted space. Your content marketing platform should tell you which blog posts convert the most sales, so re-locate them to other places on your site. There are a few ways to accomplish this.
- Add an indent, button or header on your site, hyperlinked to that blog post;
- Link the content to your site home page, where you’ll include a list of all your most shared pieces;
- Identify your most visited page and link to your blog post from there; and,
- Consider investing in Pay-Per-Click ads.
Never stop tweaking your blog’s layout and design elements.
At times, your content isn’t the reason your profitability is low: The structure of the page is the problem. A/B testing is useful for landing and home pages, so make sure you’re also implementing these concepts for your blog. Try a novel layout, add a headline, tweak some colors and manipulate graphics on your blog page to see how well – or poorly – it performs. Compare your efforts and you’ll soon see which formula drives profits. Your content marketing software can make the process easier, enabling you to see increased leads and conversions when looking at two versions of your blog.
A/B testing should play an essential role in your content marketing efforts. Track your progress so you can easily examine the various layouts tested and evaluate the data that correlates to each. You’ll soon see what works best and you can use that same blueprint for all of your blog content.
Reward your loyal followers.
Boost your blog content ROI by giving subscribers a little something extra, whether you’re charging for your content or simply delivering it to those that fill out a form. Doing so will help you identify those followers that are the most passionate and devoted to what you’re posting. Initially, you don’t want your subscriptions to be fee-based, but you can offer the upgrade after you’ve established yourself as a thought leader and experience significant interaction with your posts. Regardless, you shouldn’t request that your readers pay for something that’s free to others, so including a charge or a form gives the allure of exclusivity. Ideas could be delivering a private guest interview, creating a series on a trending topic or sending a newsletter with the latest industry developments.
Don’t underestimate the importance of internal linking.
It may seem like Content Marking 101, but you’d be surprised at the number of companies – including seasoned marketing agencies – that have found huge success using internal linking on their product and category pages. The practice can be carried over to the blogosphere, where you can piggyback one blog post off the success of another. The pieces essentially feed off each other and the set up is easy. Simply use your content marketing software to identify which posts are increasing in popularity and then link other blogs to them.
Talk about yourself on occasion.
It may run counter to the central concept of content marketing – avoiding too much discussion of your company’s products or services – but you can provide some detail on your offerings. The trick is to do it infrequently and when the timing is right; you also need to keep the focus on the educational side of your products and stay away from the sales-speak. Always remember that the content of the blog must be engaging and informative for the reader, even if the topic provides details on what your company does to help its customers.
It’s clear that profitability is the ultimate goal of your blog and these strategies can make sure you get the most out of your content. However, don’t lose sight of the fact that you still need to provide value to your readers, as these are the potential customers that turn your content into profit. Do you have any pointers on how to make a blog a profit center? Tell us your story.