There are been a fair amount of get worried recently that blogging is certainly on its way out. Even running a blog guru brand HubSpot present in their research that 40% of people reported not reading blogs at all. Yikes!
Does that mean we’re losing the central component of our articles marketing strategies ? Is usually blogging going to be lifeless?
Let me place your mind at ease: no — blogging isn’t going anywhere. At least not anytime soon. Exactly the same HubSpot research that found 40% of people don’t look at blogs found that 60 per cent do . The problem brands encounter along with engaging their blog post market is not that users don’t want to read blogs at all. After all, they visited your web page in the first place, right?
The problem is that to create great blog content that helps to keep people engaged (and returning for more), you have to know precisely why people read blog posts. Your own blogs, specifically. What brought them to your brand? Exactly what are they trying to accomplish if they read your blog?
In short: you should be writing content material that’s valuable from the customer’s perspective, not yours. Blogs about your product features and company events? They’re okay to include in your bigger content library, but they are not what’s going to drive organic traffic to your site.
In this article, I’m going to cover why people look at blogs and how you can use that information to grow your blog posting audience.
- Brands can grow their blog post audience by usually writing from the customer’s viewpoint.
- Most blog content drops at the top of the funnel, or the awareness stage, of the customer journey.
- How-to guides and checklists are popular because they help people solve problems and accomplish tasks.
- Brands can find creative ways to make their own posts both professional plus entertaining.
- Smart companies use data to understand the motivations behind their readership plus align content accordingly.
More on the customer’s perspective
Before we go through the factors your blog post audience is certainly reading your content, let’s cover this concept of the customer’s perspective in more detail.
I’ll start with something: when you’re brainstorming tips for your blog, do you talk about what customers would discover valuable or what you believe they’ll find interesting?
Trust me, they’re not the same thing. Truly knowing worth from the customer perspective demands time and research. Yet without it, you’re actually just guessing.
The most important advice you’ll get from me in this article are these claims: you must know what your consumer is trying to accomplish in order to produce content they’ll find precious (and that they’ll read). Think about it: this is why blog content articles like how-to guides, checklists, and listicles for top equipment or strategies are all a popular choice — they help people resolve a problem or accomplish an important task.
You may use your buyer journey as a guide to help you think from the customer’s perspective. Most buyer journeys look something like this:
The majority of your blog content is going to come under that top stage of the funnel: awareness. When a user becomes aware of a require or problem, they turn to the internet for information. Creating content that ranks highly on SERPs for the difficulties you help your customers solve is a sure way to establish your company’s expertise and grow your blog post audience with time.
9 reasons why people read blog posts
HubSpot conducted a survey that found three main reasons why people understand blog posts: to learn something new, to become entertained, and to discover information and trends in their market. I think this is a pretty accurate high-level view of what drives people to read weblogs.
Image Source: Hubspot
But it’s pretty general, too. Let’s dig deeper into more specific reasons that fall under each of these umbrellas.
Learning something new
Achieve a task
Should you be trying to get something done yet don’t know how or helping you doing it, searching online is the quickest way to get the information you will need. People turn to blogs for step-by-step instructions, guides, how-to tutorials, and checklists to help them accomplish tasks they need to complete at work and in their everyday lives.
In fact , these types of posts regularly top the list for most well-known types of blog posts.
Solve a problem
This reason is definitely how most online brand research gets started. Nowadays, when professionals or companies encounter a problem they need to solve , they look online to find possible solutions. Research has found over fifty percent of consumers in every age group make use of search engines for this purpose.
But here’s the thing: you shouldn’t dive directly into your company and solutions. Remember we covered how blogs are comprised mostly associated with top-of-the-funnel content? Here’s exactly where that’s made clear.
When people search for blog happy to help them solve a problem, they start by seeking out content to help all of them understand their problem and point them in the correct direction. When you create topical blog content that educates users about their issue, gives them valuable info to help them solve pieces of it on their own, and establishes your brand name as the expert in their minds — and also you do this on a consistent schedule — you’ll see a lot more users returning to your brand name when they’re ready to make a purchase.
Hone hobbies and interests
Believe it or not, blogs are not all business (for readers, anyway). There are tons of successful blogs built around niche interests and hobbies. But even if you’re creating blog articles users will read to keep things interesting, remember their ultimate goal: to learn something new. Creating articles that informs, instructs, and guides users is most valuable.
Become more educated
People may use blogs to become more educated for a number of reasons. Maybe they’re just looking further directly into an interesting subject they enjoy (like on a museum weblog or science blog). Maybe they need to become more educated in regards to a practical subject they’ll use in their lives (like funds or childcare). Or maybe they are conducting research for a task at work. Informational blogs can be a definite draw to grow your site post audience. Just like the how-to guides we covered previously, educational blog posts establish your own brand expertise and put you in position to be the solution of choice to get potential customers.
To become entertained
Consume traditional entertainment content
The most straightforward way people are entertained is by blogs created just for that will purpose. They exist in lots of sectors — certainly TV, movies, theater, sports, famous people, etc . Blogs that include this type of content and do this well can drive high-revenue readership thanks often to the particular ads sponsored on their site.
These weblogs, however , aren’t as key word and SEO driven since business blogs. Instead, they’re driven by current occasions. Most of the time, entertainment blogs turn out to be established authorities in their specialized niche and consumers seek out their own content directly.
Be entertained at work
However , people nevertheless want to be entertained by the professional content they read! Here’s where you’ll have to put your creative thinking hat upon. How can you make your professional content also fun and entertaining?
One way is to publish engaging types of content material on your blogs. Use infographics to make complex information visible and digestible. Create video clips to better connect with your blog post audience on certain topics. And think of how you can put creative spins on appropriate brand content!
We love this piece our Marketing Director, Haley, wrote on what The Bachelor taught her about articles marketing. Her article may be framed around a reality TV show, but it contains tons of golden nuggets for creating better content material.
Who said articles marketing can’t be fun, anyway?!
Build relationships hobbies and interests
We’re including this one again since it drives readership in different ways. In addition to seeking content that teaches new things around hobbies and interests, people read blog posts related to content they care about just for entertainment, too (for illustration, an artist who says museum blog posts to learn about new exhibits).
To discover news and trends in my industry
Blog posts about news plus trends keep professionals knowledgeable about what’s happening within their industries. Knowing your sector, its current climate, plus trends contributing to its most likely future is important to making clever business decisions. Professionals use blog posts as a resource to this end.
Find sources for content
There are two ways to think about this for creating your own content material. First, when you create really shareable content around news and trends in your sector, you’re creating something some other professionals can share (and commentate on) on their own platforms. This is something people certainly look for in blog posts.
Second, people search for sources to cite in their own content about information and trends. So , for example , if you create an awesome infographic showing the trajectory of a trend in your industry, your content is more likely to be read and linked in other content, creating your brand’s thought leadership on the subject.
Using data to grow your blog post audience
Understanding why people read weblogs isn’t the end of the function when it comes to growing your blog publish audience. You can’ to measure your content marketing ROI without data. To consistently create the best content, earn more traffic, and obtain the most out of your strategy, you need to use data-driven metrics that let you know about your users’ habits.
Two excellent sources for this information are usually your website’s CMS program and Google Analytics. Searching at metrics like web page views and search quantity, you can determine the motivations behind your users’ audience and create even more content to meet up with them.
Grow your blog post audience with amazing content
The best blogs publish multiple posts every week. That’s a lot of time — time you probably don’t have should you be running a business. Marketing Insider Group’s team of writers plus SEO experts can deliver you optimized, ready-to-publish articles every week for a year or more.