How to write blog posts that convert visitors to customers

1. How to write blog posts that convert visitors to customers

2. Why do you blog? Most organizations publish blog content to educate potential customers, attract new visitors throughSEO Services Auckland, or showcase company expertise. Ultimately, blogging is a way to increase sales. Traditionally, blogging has been considered an upper-funnel activity, with posts generating interest and highlighting the first steps of the buying journey. We don't often think of blogging as something with a direct link to income - and that's a mistake. According to new research from HubSpot, 56% of consumers made a purchase after reading a company's blog post. While top-to-middle funnel content is more appropriate for a blog, good blog content can also convert visitors into customers. Let's examine exactly how you can write posts that lead to purchases.

3. 4 ways a blog can convert visitors to 01 02 03 Choose relevant topics Be strategic with CTA placement Don't let SEO become an afterthought 04 Consider multiple outcomes

4. Choose relevant topics 01

5. Ideally, every blog post you publish will address a known audience's pain points or common questions. But in reality, companies often fill their content calendars based onSEO, topics covered by competitors, and directives from management. And while all of these are important, they miss an important opportunity: potential buyers want you to solve their problems. And they're looking for detailed, simple, actionable advice.

6. 1. Ask your customers Whether it's through a one-on-one conversation or a survey, ask your existing customers what kind of content not only drew them in in the first place, but also kept them coming back to you before completing their purchase. 2. Ask your sales team Salespeople interact directly with prospects every day, and if you haven't tapped into this source of valuable information, you're missing out on important insights. The sales team can tell you exactly what questions prospects are asking as they near the end of the buying journey, even what tends to prevent a deal – both of which are excellent blog posts. 3. Analyze the data One of the best ways to determine which topics your target audience finds most relevant is to look at the existing posts with the most views, lowest bounce rate, and highest conversion rate. If they get old, make it a priority to freshen them up. Otherwise, you're looking for new angles or related topics to cover.

7. Be strategic with CTA placement

8. We tend to think of a blog post as a starting point in the marketing funnel, but as we've touched on, it can also be the last stop before a sale. As marketers, we are sometimes so focused on the perfect buying journey that we forget that people are reading blog posts at every step. When someone comes to a blog post, they may be ready to buy. And the best thing you can do is make it easy to get from a blog post to a seller. A well-written, simple, strategically placed call-to-action (CTA) can help achieve this goal. But what is the best place for a CTA? Unfortunately, there is no simple answer because it varies based on all kinds of factors. That's why it's important that you put your CTAs to the test. In addition to placement, you can try experimenting with different styles, colors and text.

9. Don't let SEO become an afterthought

10. We have a theory that most people in the content world fall into two camps: those who live and die for search engine optimization (SEO) rules, and those who are so focused on quality that they ignore SEO altogether. And then there's a smaller third group of marketers that fall in the middle—where you should aim. Consider multiple outcomes Many will come to a blog early in their journey, others will be well into the consideration stage, and some will be ready for a deal. A blog post should cater to all three groups without watering down the message. It's a delicate balance, but it's possible. How to use:

11. 1. Identify the most logical next step for each phase Use the data and your own experience to determine the next steps for each of the three groups mentioned above. For example, if someone is at the beginning of their journey, they probably want to continue consuming useful, educational content. Be sure to include links to other top funnel content to keep them on the site and target them down the road. If someone is in the middle of the funnel, they are probably looking for information that differentiates you from competitors, such as comparison content. And if someone is ready to buy, make sure there's a clear, direct, easy way for them to book a demo, sign up for a trial, or contact a salesperson. Of course, you don't want to clutter your content with competing CTAs or give people too many options—and that's where user experience comes into play. 2. Write for people, not segments You have worked hard to identify your target audience and each segment. But when you're writing content, imagine you're sitting down with a single person, not standing on stage with a megaphone yelling at them all.

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