How to make money with your blog
“I have tried blogging. I wrote a lot of posts about our business, new products and other newsworthy topics. These posts don’t get much attention and don’t generate new business.
If so, I would suggest a totally different approach for your blog. It’s a method that can transform your blog from a time-consuming and inefficient use of server space into a valuable digital marketing asset. It works in every market. Are you ready to sell?
Our blog is responsible for 48% of our website traffic per week at the time this article was written. This is not unusual among our clients. We’ve been creating blogs for over a year. For many, it’s even more than 80%. The majority of this traffic comes from cold sources, which means that it’s potential customers who have never heard of Exposure Ninja (until they read this book).
This is how the blogging strategy works. Instead of treating your blog like a “newsfeed”, which is a place where boring news is thrown out that no one outside the company cares about, treat it as a place that answers audience questions and provides useful information that they care about. Your blog post will be found by people searching for these keywords on Google. It is extremely well-written and in-depth, and very useful. If they find your post interesting and offer a clear, compelling next step, they may click on it. You think that sounds too good to be true? It’s easy to rank these posts if you ask the right questions and create genuinely great content.
This may seem a little too theoretical. The graph below shows one client on which we used this strategy:
This graph shows the same period year-on-year. This website saw an increase in search traffic from just 270 visitors per months to 6,303 each month. In the same period, we saw an increase in lead volume from 11 to 55 leads.
This success is based on one thing: We wrote blog posts for them. The client is a firm of solicitors that specializes in divorce law. We researched the topic and created a series that was highly ranked for potential clients’ questions. The blog posts are no longer boring and dull ‘news’ about their firm’ (yawn), but they now contain interesting and targeted information that is highly visible to the type of clients they desire.
Do you want to know the right questions to ask your clients?
This is how we would approach it for our clients and ourselves.
Step 1: Brainstorm ideas. Begin by identifying your expertise. An example of an organization that organizes corporate events is the one we’ll use. Their expertise lies in creating memorable, exciting events that their clients can invite staff, customers, and other contacts to. They are experts in catering, entertainment, and venues. To see which content is most popular in each area, visit https://buzzsumo.com/
Step 2: Look for the questions people are asking. Next, visit https://answerthepublic.com/. Enter your area of expertise (“corporate events”), hit enter, then it will show you the most frequently asked questions about that topic, taken directly from Google’s question suggestions. Take our example of corporate events. We get questions such as:
* How to plan corporate events
* How to book corporate events
* How to market corporate events
* Why corporate events matter
* What is a corporate planner?
* What is corporate events management?
* Can corporate events be tax-deductible
* What is a corporate event?
* What does corporate event mean?
These questions can be asked by potential clients to a corporate events planner, while others could be asked by someone who isn’t a professional because they are so simple. These questions have been highlighted. Some are in the middle, so I have left them in.
Now we have some questions people might ask. I have a few more questions that I thought might be of interest.
* When should you plan corporate events?
* Why should a corporate event planner be used?
* How large does a corporate event have to be?
* Common corporate event errors
* How can you create corporate event ideas?
Step 3: Verify search volumes. It’s not worth spending hours writing a blog post about something that no one is looking for. Start testing your queries on SEMrush at https://thankyouninjas to find out what the search volumes are.
One quick tip: Google’s approach is much more sophisticated than any other tools for keywords. You should therefore take all keyword volumes very seriously. If your blog post is good, it can and will show up for many related queries and variants. The tools won’t be able to reflect this in their search volumes. Think about the searchers’ quality. A search for “how to organize a corporate event” can be quite appealing, even though there may only be fifty per month.
I advise keyword research for this site the same way as my advice for keyword research for your main website: don’t let data override your intuition and knowledge about your business. It’s something I have repeated a million times: the first website I created for my neighbor changed his life. He ranked top for a keyword that no tools could find.
Step 4: Plan your post. It’s like writing a book. You should start by creating headings. Your blog title should be the main phrase you are targeting. Your headings should usually contain clarification questions. The first blog post that I wrote is “How to organize corporate events: the complete beginner guide” (see the example corporate events website). I used my target keyword as the beginning and then called out my target audience with “the complete beginners’ guide”. To plan my sections, I will think about the most important subtopics.
* How to choose the right corporate event theme
* Finding the right venue
* How to plan your catering
• Finding entertainment for corporate events
* Using an event planner vs. managing your own events
You may think that each subheading could be a great post in its own right. After this post has been published, we can add additional posts on the different topics and link back to them from the original post. This will give shorter posts with more targeted topics a better chance of being ranked for their target phrases.
Step 5: Write your blog post. Step 5: Write your blog post. Make sure it is detailed, useful, and shows off your best knowledge. You’d be proud to stand in front of potential customers and read this blog post to them. Because high-ranking blogs can contain anything between 300 words and 10,000 words, I won’t give you a word count. Google only wants to display the best content prominently within its search results. If you can show that your blog post is superior to others on the subject, you will be able to rank prominently.
A compelling title is essential for your blog. This means people will want to click on the link and then be able to tell from the description what the blog is about. However, we aren’t going to be using clickbait-style buzzfeed copy here. “5 Corporate Event Topics You Will Wish You Could Not See” The purpose of this exercise is to create a title that closely matches the search terms of your audience so it ranks high on Google.
Step 6: Optimize and publish. To ensure your post ranks well once it is published, you should do some optimization before publishing it. These are the tests we use when writing blog posts for clients. It’s a proven formula!
* Is this blog using only one H1 heading This is the heading you use to refer to your main blog title.
* Have other post headings been properly assigned H2, H3 tags, etc.
* Are there clear calls-to-action (CTAs), at the end of each post? This will help readers to know what to do next if you want them to buy from your company.
* Does your blog have links to other websites? It’s better to not link to low-quality or competitors websites.
* Will these links open in new tabs? Visitors shouldn’t close your website if they click on blog links.
* Do you use internal links on your blog to direct readers to product or service pages?
* Does all hyperlinks use the same relevant anchor text?
* Are your key phrases or keywords found in the title, in the headings and in the first 100 words?
* Does the post contain related keywords?
* Does your blog include images? Blogs that are purely text can be very boring to read. These images should include titles and alt tags (see section ‘Image Optimisation’).
* Grammarly.com has verified that the spelling and grammar are correct.
* Does the blog have a clear, easy-to-read layout as rated by the Hemingway App (https://hemingwayapp.com/).
* Have you optimized page titles and meta description (see the section ‘Behind-the scenes optimisation’ next)?
We have written detailed guides for how to write Ninja blog posts. Sign up for lifetime updates at https://exposureninja.com/googlebook/ to receive these guides.
You can now see how to write blogs that have real and quantifiable business impacts. Not just awareness, but also in tangible things like sales. Traffic, leads, and sales.