How to Write Content that Will Contribute to the Sales Cycle

Having a blog for your business is crucial these days. But are your blog posts actually contributing to your SEO and sales funnel efforts?  Blog posts are like customer service associates in a retail store. They are there to say hello, get the customers attention, and provide information about your business.  Effective content can drive sales and bring back people to your website.  However, poorly written content and off=topic content can have the opposite effect. Below we will highlight the important aspects of ensuring your blog post contribute to the sales cycle.

Content Planning

Whether your company works with an SEO Company or you have an in-house marketing team your first step will planning.  This is where all those wonderful keyword tools come in handy. Using keyword tools you can plan out the longtail keywords that are related to your sales funnel.

What are the keywords you’re the customers are searching for? And more importantly is why are they searching those keywords? This is where you want to capitalize on the informational searchers your clients have.

Stuart McHenry who provides SEO Services Los Angeles says, “It’s important to use a content calendar so you can not only plan out your content but ensure you stay on top of your content deadlines.  At McKremie we do this with all our clients as it keeps the focus on the content teams.”

People Also Ask

Ever notice the “People Also Ask” for in the Google search results? This is a great opportunity for businesses to take advantage of their content strategy.  Often times these keywords are easier to rank for using SEO techniques because the competition is much smaller.  In some cases, you might be able to do some on-page optimization and your article might land on the first page of Google without any link building. Other times it might require minimal effort to dominate those search terms.  If you aren’t taking advantage of this strategy you are missing out on the low hanging fruit.

User Intent

Understanding user intent can save your company money as well as give you a better understanding of the type of content you should create.  Nowadays some search results will only return lists and not specific companies.  Searches like “best laptop” usually only returns review websites with a variety of laptops.  It is hard and nearly impossible to rank a web page that only discusses one specific laptop because that is not what users are expecting in the search results.

As a guide here are some basics on user intent.  People searching for information want information and not necessarily looking for products or services. This would fall under the “best laptop” type of searchers.  On the other hand, searchers that search for “buy laptops” are looking to purchase the laptop and aren’t necessarily looking for review websites.  They want websites they can actually buy from.

Promotion of Content

Having amazing content is a great start especially if it will help lead to sales.  However, most content still needs to be promoted.  Promoting your content and getting others to link to it is an important aspect if you want the content to rank well.

After the content is created you should then start identifying bloggers and new publications that might find the content useful for their readers.  You can perform some simple Google searches to find blogs that have related content.  Then the hard work of blogger outreach begins.  Most bloggers won’t write an article based on your content. They will want you to pitch content ideas at them.  If they happen to like one of your content ideas then you will need to create the article.  Be sure to find out the requirements the publication has to avoid any rewrites or worse rejection.

Usually, if the article is related the blogger will allow a few resource links within the article itself.  This will help you promote your resource as well as get your company some exposure on outside websites.

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