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What Does a Successful Blog Look Like? Compound Blog Traffic VS. Spike in Blog Traffic
Why So Many Blogs Fail
On average, B2B marketers allocate 28% of their total marketing budget to content marketing. Many new blog owners will start by promoting their blog content as much as possible using social media, paid advertisements and PPC campaigns. While this usually ensures that a lot of new visitors will land on the blog, it doesn’t guarantee that these new visitors will like the content they find there. When measuring your blog traffic, you might notice a huge spike in new visitors, but the real test of success is seeing how many of these new visitors return for more content in the future.
Existing Audience VS. New Visitors
Take a look at your blog website metrics and see how many of your visitors are new visitors and how many are existing audience members that have visited your blog in the past. If the majority of your visitors are new, it means that your blog content isn’t making a strong impression on your readers.
What Does Success Look Like?
55% of B2B marketers say they are unclear on what content marketing success or effectiveness looks like. Your goal should be to have a healthy mix of new and returning visitors. Having a lot of new visitors is a sign that your promotional efforts are working as they should be, while having a lot of return viewers means that people are enjoying your blog content and keep coming back for more.
Tracking Traffic Sources
To better understand how and why people are landing on your blog, you can track the sources of your incoming traffic using your web analytics program. You can break your traffic sources into three different categories, including:
- Direct Visitors
This shows you how many people type your URL into the web browser bar. If people are doing this, it usually means they’ve already visited your blog and they are coming back for more content.
- Referral Visitors
This shows you many people found your blog by clicking on a link on another website, blog or social media. A strong social media campaign or backlink strategy will lead to more referral visitors.
- Search Visitors
This shows you how many people found your blog by searching on Google. A strong SEO campaign will lead to more search visitors.
Tracking your traffic sources gives you more insight into how people are finding your blog online. Make sure that you’re looking at a range of metrics when tracking your blog traffic, so you can determine the strength of your content and your promotional efforts.
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The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business.
Seems easy, right?
Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay!
Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action.
As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals.
Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content.
Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:
- Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet.
- Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform.
- Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
- Find where your current and potential audience is active online. Catch their attention by being active and sharing your content marketing materials on these platforms.
- Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve.
- Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience.
Case Study: How Strategic Content Marketing Can Broaden Your Audience
In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.
For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread.
Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes.
By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope.
Ready to Invest In Your Article-Writing.co Thought Leadership Package?
At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package.
Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.