Content is a word that gets used a lot in the blogging world, without really explaining why and what it covers. Content is anything you post to your website, blog, social media. It can be text, image, audio, or video based depending on your preferred style and audience.There are three key actions you can take that will help you polish your content and be certain that it defines your brand, which is super important for defining your online brand or business.
Publish regularly. Quality content pushes you up the SEO rankings. Google prefers websites that are kept up to date and regularly publish high quality content. If you blog or share content regularly, you will naturally improve your SEO ranking. The higher you are up Google for your niche keywords, the more likely people looking for someone just like you are to click through to your website.
Make a Good First Impression. The content you publish determines their first impression when they do visit your site. They will likely read the post they reached or scan through the posts on your homepage and decide based on this what your niche is and how much of an authority you are in your field
Make it Definitive. Because your content attracts people to your website and then determines what they think of you when you arrive, it plays an essential role in defining your brand. Your content tells your reader what you do and how well you do it depending on how in-depth and valuable the content you share is.
Not only can these three things make a huge impact on hat makes your content pretty important for growing your blog or business with the right kind of readers – the kind that will love what you share, sign up for your email list, buy your products or services.
Here are my three favorite steps for being an On Brand Content Queen
FIRST. Make every blog post reflect your brand If your blog post doesn’t reflect your brand, is it really appealing to your ideal reader? When sharing content online, whether via social media or your blog, it can be very tempting to stray from your core niche and post about other topics. This is something lifestyle bloggers in particular often struggle with, because their readers who love their fashion posts might have no interest in their recipes or travel posts, for example. It can work, but the broader your niche the trickier it is to appeal to all your readers all the time.
Want to learn why your Brand Voice matters SO much on Social? Read THIS.
Each time you post something new, ask yourself if it is something that relates to your brand and your niche interest. If it does, then go ahead and share it because it is content your ideal audience are likely to love. If it doesn’t, ask yourself if it is something your ideal audience is likely to still have an interest in. For example, if you blog about working from home, your ideal reader may also be interested in family posts. You can share related interests like this if you want to as you should still appeal to your ideal reader, but keep it to a minimum. You don’t want to dilute your brand or confuse your reader. You’re the queen of X, so don’t confuse readers with too much Y.
SECOND. Tailor your content to your ideal reader. Completing step one will help you on your way towards targeting your content to your ideal reader by being selective on what you share. But there are more ways to make sure you are nailing your content and directly meeting your ideal reader’s needs. Happy readers = future happy customers, so this step is really important. I highly recommend creating a profile for your ideal reader. What’s their age, job, relationship status, aspiration, amount of free time? The more detailed you go in defining your ideal reader, the easier it is to write specifically for that one type of person who you want to visit your site, sign up, and buy from you.
Knowing them inside-out means you can write specifically to answer their questions. What do they want to know? What do they need help with? What’s their weak area in their business expertise? Write the posts that are clear and in-depth covering these subjects and you’re onto a winner. You can also then find Facebook groups, Twitter chats, and other social media platforms where your target reader hangs out. Ask in these places what they want help with and see what questions they are asking. Use this to guide your posts. The content you create as a result will appeal perfectly to your ideal reader, developing your brand authority in your niche.
Tip! If they need help on an area you aren’t an expert in, but that still ties into your niche, reach out to an authority in that field to guest post on your site. They get exposure and you get the answers your readers need.
THIRD. Make your content actionable When writing the posts that answer your brand and your ideal audience’s needs, you need to make them as valuable and actionable as possible. Don’t let your readers go away without knowing how to put your advice into action. List posts and how-to guides are often the most shared pieces of content. There’s a reason for this. The structure of these posts mean that they break down a topic into step-by-step smaller chunks of information and lead the reader through each step to reach the end result. I highly recommend using those post formats. For the content that doesn’t fit the how-to style so well, make sure it is in-depth and actionable. Think 800+ words and high quality images to guide your reader through the information you are sharing. If you can build high quality images into a how-to style post, even better!
The key is to cover every aspect of your chosen topic so your reader knows what they came to find out and where to go from there. Include a clear take-away so they know what to do at the end of your post – whether that’s implementing a new strategy or something simpler like moving on to another related piece of content or your resource library. Content that fits these requirements will grow your brand authority within your niche, attracting loyal readers who love your useful content and share it with their friends.
Content is essential for expanding your reach, attracting loyal readers who are more likely to buy from you, and growing your brand authority. Share your content regularly and make it in-depth, actionable, and tailored to your ideal reader and brand for the best results.
If you’ve found this post useful, you can sign up to Lauren’s FREE Resource Library HERE for awesome worksheets, guides, and printables that will supercharge your content and social media.
About the Author
Lauren Fraser helps other blogs and businesses (especially foodies!) transform their social media and blogging strategies to get the traffic, engagement, and leads they want. You can find blogging resources and guides on her site, Knead to Dough, with a pinch of delicious recipes thrown in for good measure!
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