{"id":8067,"date":"2020-06-16T17:05:23","date_gmt":"2020-06-16T21:05:23","guid":{"rendered":"https:\/\/www.ceros.com\/inspire\/?p=8067"},"modified":"2023-05-24T14:00:16","modified_gmt":"2023-05-24T18:00:16","slug":"replace-lost-leads-content-part-ii","status":"publish","type":"post","link":"https:\/\/www.ceros.com\/inspire\/originals\/replace-lost-leads-content-part-ii\/","title":{"rendered":"How to Replace Lost Leads by Doubling Down on the Basics of Content, Part II: The Production"},"content":{"rendered":"Reading Time: <\/span> 5<\/span> minutes<\/span><\/span>\n

Welcome to Part II of our four-part series on using content marketing to replace lost leads from the coronavirus pandemic. If you missed Part I, get caught up <\/em>here<\/em><\/a>!<\/em><\/p>\n\n\n\n

Step 3: Transform your blog<\/h2>\n\n\n\n

A well-designed, updated, search-optimized blog is the backbone of any content marketing strategy\u2014and can be a particularly useful tool when it comes to lead generation<\/a>. Here are few strategies for employing empathetic, practical messages you should be putting out there right now, and some ways of optimizing the process.  <\/p>\n\n\n\n

Write as long as you need to, but trim the fat<\/h3>\n\n\n\n

The length of the average blog post, according to Orbit Media<\/a>, is about 1,200 words. And these days, great bloggers tend to write longer, more in-depth articles that stretch over 2,000 words. It turns out there\u2019s a correlation between length and performance: The longer the post, the better the results. So don\u2019t be concerned about longer posts not attracting readers just because they\u2019re long\u2014if the work is good enough, people will care about it, whether it\u2019s 500 words or 5,000. That said, a flabby, overwritten post will bore readers and turn them off. Cut all unnecessary language and tighten wherever you can.  <\/p>\n\n\n\n

Quality vs. Quantity: Why not both? <\/h3>\n\n\n\n

In order for a blog to be successful, it needs to be updated with new posts regularly. But it\u2019s not just quantity\u2014quality also counts. According to Orbit<\/a>, about half of all bloggers only publish weekly, or several times a month. In other words, they invest more time writing fewer posts. One or two longer, in-depth articles a week is a great schedule to ensure that your blog is achieving great results, too\u2014it just depends on your preference.<\/p>\n\n\n\n

\u2026But give it enough thought<\/h3>\n\n\n\n

On average, bloggers spend nearly four hours writing a post<\/a>. And apparently if you spend 6+ hours writing, that\u2019s even better.<\/p>\n\n\n\n

Make it informative<\/h3>\n\n\n\n

Your readers want to know what it is that you do\u2014and whether or not they can learn from you how to do it. Blogs with how-to guides (for beginners and experts alike), ebooks, and original research and surveys tend to be the most successful. Opinion and topical blog posts generally perform less well, but that doesn\u2019t mean they should be avoided. <\/p>\n\n\n\n

Make it personal<\/h3>\n\n\n\n

Part of creating a blog that\u2019s authentic and essential is also making sure that the content is personal, and that the writing is personable<\/a>. For a touch of inspiration, especially now that live events are impossible, try incorporating some personal testimonials and advice. This can also be a great way to boost morale among contributing employees, and draw new audiences to your blog.<\/p>\n\n\n\n

More media is merrier<\/h3>\n\n\n\n

You might be wary of packing your blog post with media\u2014but in general, more is better. In fact, bloggers reported an increase in performance<\/a> with each added image. Just try to make the images tightly related to the content of your writing.<\/p>\n\n\n\n

One important note: embed videos from YouTube with caution. If the user is logged in, YouTube will recommend personalized videos after the embedded video is completed. That just increases the likelihood that the reader will leave your site.<\/p>\n\n\n\n

Only gate it if it\u2019s killer (and even then, maybe don\u2019t)<\/h3>\n\n\n\n

Gating content is controversial, because most site visitors won\u2019t shell out their personal information for access to second-rate content. But there are still some kinds of content that visitors are willing to fill out a form to get. If your content is high-quality and useful enough\u2014like a very thorough how-to guide, or a piece of original research\u2014visitors might consider filling out a form to get it. But even so, high-quality ungated content also generates quality leads, so gating might not be a necessary step. It might just be a hassle.<\/p>\n\n\n\n

Update your pages<\/h3>\n\n\n\n

The best-kept secret about maintaining a blog is that you can raise its profile by going back into the archives and frequently updating your pages. While it\u2019s not as much fun as writing new posts, keeping your pieces evergreen and full of useful information means that they\u2019ll have a greater chance at continuing to attract visitors to your site. <\/p>\n\n\n\n