Chances are, at one time or another, dealership owners and marketers who have invested in blogging and content marketing have all shared a similar pain: spending the time and energy writing and posting content and not seeing results. You’re not alone!
Over the past few years of working with dealerships on their inbound and content marketing strategies, I’ve noticed a trend of common blogging blunders that many owners and marketing executives don’t realize are hindering their blog’s ability to attract and convert.
So, if you’re at that stage where you’d rather pull your hair out than spend one more minute writing a blog post, this article is for you. Here are four foolproof ways to improve your blog and attract more quality traffic and generate more leads.
Master the Art of Quality and Quantity
One of the most common debates when discussing content marketing is “quality vs. quantity.” And here’s the answer: it’s no longer either/or—it’s both.
Googleloves content—good content, and lots of it. Want proof?
As an agency that practices what we preach, our team took the HubSpot 30-Day Blog Challenge and increased our blog posting frequency to publish one new blog post per business day for the entire month of January 2014. The results: visitors that came to our website through our blog increased by 145% in comparison to January 2013; and furthermore, our blog alone helped us generate 165% more new leads for the month of January, when compared to just the previous month of December.
Write Above the Noise
It’s no mystery that content marketing is effective, which is why so many dealerships are beginning to implement content into their marketing strategies. Unfortunately, this means your competitors are most likely utilizing content as well, and are talking about the same topics you are, resulting in content overload for your audience.
In order to combat content overload, it’s critical to spend the time investigating the topics your competitors (and other industry sources) are already excessively writing about, and considering the ways you can put a spin on the same subject, or offer different information and a unique perspective.
Another way to be heard above the noise is to look for “holes,” or subject matter opportunities that your competition has yet to tackle. Some of the best resources to utilize in finding those untapped topics are your dealership’s sales team and existing customers.
Stick with it
This point seems obvious, but where I see a lot of blogs fail is when dealerships post for a few weeks or a month and then throw in the towel, because they’re not seeing immediate results.
Blogging is a long-term marketing effort, and typically does not show an immediate “spike” in results that many traditional marketing tactics generate. That said, the overall benefits of implementing a long-term blogging strategy are significant to most dealerships’ marketing goals.
Inform, Guide and Convert
In addition to driving more traffic, the next stage is to provide those prospects with conversion opportunities, so that once nameless prospect can become a newly identified lead, which you can continue marketing to in the future.
Each blog post should accomplish the same goal of informing your reader, guiding them to other relevant information, and converting them into a lead by offering relevant, high-value content that’s parallel to their interests and needs.
Sarah D'Andrea is the Inbound And Content Marketing Manager for Stream Companies, a full service integrated advertising agency.