What new topics should I post on my company’s blog?
This thought often keeps writers and business owners awake at night. Every website needs fresh pieces of content to bring in new traffic and conversions. But if your website relies only on time-sensitive information, with SEO as the sole purpose, your worries are not going to end.
By time-sensitive content, I mean the information that expires after some time, such as news and updates, seasonal content, opinions, yearly reviews, trends, etc. Such blogs don’t stay relevant for a long time. It may generate quick wins if you are lucky enough. However, relying on a mix of both topical articles and long-lasting educational content is, in my experience, the best content marketing strategy. It increases your chances to stay afloat.
What is educational content?
Evergreen content should educate your audience. It can be a sort of reference guide with answers to customers’ queries. Delivering a bit-by-bit outline, it can teach them how to execute something, how to sell something, etc. Your content should enlighten readers about a topic, backing up claims using independent resources and citations.
Here is why it is essential to include evergreen content when refining your company website.
Natural SEO
An educational blog tends to be SEO-friendly. Posting informational topics based on the keywords you are trying to flaunt can incorporate a more natural style of SEO. And natural SEO stands the test of time over Google algorithm changes. As Google easily differentiates between high standard comprehensive writings and trending topics, educational content can help your site’s SEO rankings significantly.
Fresher Backlinks
No one would link to a blog post that is purely sales copy. However, a site with booming evergreen content, no matter how old it is, can still get backlinks owing to its quality. It can add valuable backlinks for your website that you don’t have to pay for. Knowing that your site is getting quality backlinks, the search engines keep your site in good graces, improving the overall website ranking.
Expertise Development
Readers keep hunting for scholarly and thorough articles. A blog answering all possible questions, explaining complicated things in a simple way, will surely grab your readers’ attention. Google also rewards comprehensive content, viewing it as potentially valuable for users. Thus, creating a rich blog with abundant educational content can position your company as an expert in your industry.
Low-Maintenance Content
Time-sensitive content forces you to rely on up-to-the-minute information. And to corner the market, you have to keep typing in your keyword all day. For instance, a blog post about one of your employees would expire if he or she leaves the job for one reason or another. But evergreen, educational content can sit idle for a longer time.
Offer Solutions
You can post an educational blog on your site, providing a guide to solving particular problems in your industry. The solution could be your products or services. For example, if you run an SEO firm, you can post a blog on “How To Optimize Your Website.” Reading through steps, including performing a technical audit, on-page and off-page optimization, backlinking, etc., makes your readers aware that SEO doesn’t happen in a vacuum. And it also helps them consider paying experts like you for these services. In this way, you can convince them to buy your services, but without an aggressive sales pitch.
Answer Potential Questions
A customer browsing your company’s website likely has hundreds of questions in his mind, like what product suits him the best, why he should invest in what you are selling, etc. You can answer many such questions in the form of educational blog posts. This helps your company’s website act as a comprehensive resource in Google search results.
Develop A Valuable Website
Educational content adds value to your website. Several high-quality, informative posts can attract buyers and increase the value of the website. However, don’t seek an active sale to benefit from having a more valuable website. What does that mean?
Well, to actively sell a product, you need to seek out individuals and make them aware that your products exist and convince them that they need to buy it. This can be through cold-calling and phone solicitations, sales pitch websites, etc. Such selling is probably not going to benefit considerably from the educational content on your website.
Whereas, passively selling a product means that your user base is already aware of what you offer, and your only aim is to stand out in their mind as a favored source to acquire it. You can do this with your educational blogs.
So, whatever be the case, you must intend to create useful content that satisfies the needs of your potential customers and that helps them solve different issues.