Frustrating, isn’t it? Your content team puts so much time and effort into every blog post.
And yet, this content fails to generate any meaningful results.
Traffic doesn’t grow as you had hoped for.
And your conversion rates are far behind your campaign goals.
But you know, sometimes just publishing content isn’t enough to achieve results.
You also need to ensure that you’re using content formats guaranteed to engage your audience.
And in this post, I’m going to discuss the types of blog posts your content team should be writing to boost conversions.
Interested? Let’s get to it then.
#1. Question & Answer Blog Posts
Marketers already know:
Your target audience reflects the characteristics of your customers.
And so, your content team can lean on customers to help build out a what you should be writing.
In other words, questions your customers want to be answered could very well be addressing the needs of your target audience. As the lovely folk at Shopify put it:
“Even if your audience isn’t searching for topics related to your brand, they might be searching for answers to questions related to your industry via Google, which can help you get found if you create content or landing pages that are optimized for these specific search queries.”
But how do question and answer blog posts boost conversions? It’s simple, they alleviate buyer anxieties that other content may not address.
Think of it as addressing the “how-to…” searches of your industry. And there’s plenty of them. Just take a look how the search volumes of how-to subjects have been increasing over time:
Plus, with this content type, you’re engaging current customers by talking to them about their needs. In this way, question and answer blogs can go as far as to help relieve customer support.
Here’s one example of a Q&A post I posted on the 7Geese blog:
Here’s another, from QuickSprout:
#2. Long-form Blog Posts (1500+ words)
You know: The average attention span of a human is 8 seconds, according to a recent study by Microsoft,
But does that mean that the audience would prefer shorter content more?
You see, SerpIQ research has found that longer blog posts have a better chance of ranking higher on Google.
(Which inherently drives more organic traffic to your site, by the way. And I’m sure you’ll agree, it’s a nice add-on benefit.)
Pretty cool right?
But what makes people want to read the entire long-form content?
The trick, in fact, lies in making the long blog post readable.
For example, visuals like animated gifs, lists, and questions help re-engage readers while they go through the piece.
Also, split a long blog with clear, actionable headings. Then, create a table of contents to help readers jump to sections they want to read.
(Here’s how one of our customers does it on their site:)
In this way, your long-form content isn’t just used to pack keywords and backlinks. It’s acting as an informative resource.
And guess what? Your marketing team can double dip and turn this long-form blog post into an ebook for download. Effectively taking your high-interest visitors into the next nurturing stage of the lead cycle.
#3. Interviews with Industry Experts
Let’s say your content team has already blogged a lot about how your company can solve customer problems. Now what?
Should you just keep going in circles, covering the same topics over and over?
You know you need to give your target audience something new. This doesn’t mean you have to reinvent the wheel.
Start by looking for new insights from industry experts.
Unlike customer stories or standard blog posts, interviews allow you to share a completely new insight and advice. Not to mention that they align you with industry experts, and helps attract their audience to you.
For instance, Alex, the founder of Groove, got over 10,000 shares from social media for his story on the Buffer blog.
In this case, Buffer was able to leverage Alex’s social following to boost the content’s reach and attract people who typically follow Alex but mightn’t have visited Buffer’s blog yet.
Interviewing industry experts boosts conversion by tapping into new but similar target audiences.
Of course, this is assuming the expert has a following with similar interests to your target audience.
#4. Data-driven Content
Want to establish your brand as the industry experts? Then there’s no better way than producing data-driven content to show credibility.
Why, because for one, we put a higher value on the data. In fact, we often go as far as having more trust in claims, if they’re accompanied by scientific research, graphs, etc.
At least that’s what a study published in the Public Understanding of Science Journal discovered. According to the study’s authors, “we are significantly more likely to believe in claims about medication effectiveness when the information about it includes a scientific-looking graph.”
Citing research and the latest study findings also:
- Tells your target audience your company is always up to date with the industry’s latest and greatest.
- Looking out for customers by helping them overcome present challenges
- And know what you’re talking about.
A good way to go about gathering data is by highlighting parts of your blog that comes from your company’s viewpoint. To make the blog better researched and credible, look for data that supports your claims.
So instead of just saying, “the best SaaS companies are agile”, take it up a notch with research evidence:
“A recent McKinsey study shows, the companies that are deploying agile at scale have accelerated their innovation by up to 80 percent.” (Mckinsey & Company)
Looks familiar? It’s likely because all your favorite Harvard Business Review articles are heavily research-based.
Incredible, isn’t it? Infographics get the most social shares compared to any other type of content.
Here, see for yourself. In just one year, KISSmetrics managed to gain 41,142 backlinks from just 47 infographics.
So if a significant part of your web traffic comes from social sources, create infographic blog posts. They are easy to share and can serve as standalone content via social media.
And like any great blog post, your content team should outline specific elements of the infographic before proceeding.
“A successful infographic has seven key elements are — story, style, simplicity, size, stats, share-ability, and sources.” (Hubspot)
For your readers, infographics work because they’re often fun to read, packed with well-researched statistics and appeal present complex information in an accessible form.
Can’t think of anything to write about your SaaS product? Create an infographic on industry statistics. For example, if your product is a staffing solution, build an infographic with statistics on benefits of people analytics for HR executives. You’ll be pleasantly surprised by the high shareability.
#6. Republishing Popular Old Blog Posts
According to Hubspot, companies that consistently blog, have 97% more inbound links to their websites.
Unfortunately, when old blogs get buried over time, they don’t generate as much traffic as they did before. This means less inbound links and the possibility for conversion.
But this doesn’t mean you have to kill your old blog posts.
New content publishing platforms open new opportunities to extend your content reach.
For instance, installing a Medium plugin for WordPress will automatically repost your blogs to Medium. This is valuable because it leverages Medium’s SEO value as a known platform.
And it works. For example, Unbounce gained 144 reads just by syncing an old blog to Medium.
In fact, updating popular old posts saves your content team time and can be marketed on social media as “new” content.
Are you ready for the best part?
Google values new content and the age credibility of a page for ranking purposes. So by updating old blog posts, this hits both nails on the head.
Any single type of blog above could end up being the highest converting on your website.
They all work well because you’re never assuming the target audience will just take your word for it. The most successful types of blog posts are written for readers and search engines.
Which type of blog posts do you see your content team producing most often?