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Content marketing is one of the most effective marketing strategies you can employ to build trust with your potential and past clients. It’s the way you engage new audiences, guide current prospects through the funnel and keep past clients engaged with your brand and referring you to friends. But crafting blog posts that work week after week is tough for business owners when there is so much more to manage.

Save your sanity and use these quick tips to help speed up the process and ensure your topics are on-point.

Be sure your message is targeted to your best prospects.

Knowing your clients is essential to crafting a message that appeals to them. More than likely, if you’ve been in business for any length of time, you have a general idea of who your client is. Now is the time to formalize that knowledge by creating buyer personas. This will help you write content that speaks to your specific audience. Read more about understanding your buyers in this post.

Sketch your plan of attack.

Just as you wouldn’t start ordering kitchen cabinets without first taking measurements and creating a plan, don’t just start writing any ol’ thing that comes to mind for a blog post. First, think about your personas and topics that are suited to them. Do some brainstorming and come up with a nice, lengthy list of ideas. Then create a post plan — or editorial calendar — to track the posts, associated keywords, the post title tag and meta description and any other relevant content on your site you might link to. Also, think about what action you want your prospect to take.

Ensure your audience will be compelled to read your post.

Now that you’ve determined who you’re talking to and what you’re talking about, write a snazzy headline that will capture your audience’s attention and get them to read the post. “Snazzy” is not to mean super witty. Instead, it means captivating or intriguing, something that uses plain language to talk directly to your prospect. Offer them a benefit such as “A Kitchen Remodel Takes Yours from Drab to Fab” or “Relax in Your New Spa-Like Master Bathroom.” If you don’t grab them with the headline, it doesn’t matter how amazing the post is — they will never read it. Lastly, make sure your post title includes the keyword you’ve assigned for this post. The keywords for our example posts are kitchen remodel and spa-like master bathroom. See how we did that?

OK, so you’ve lured them in.

You’ve crafted an amazing blog post. Prospects by the scores will be reading your post. Now what? Well, you have to get them to engage using calls-to-action. The whole purpose is to generate leads, no? Remember when you were creating your plan of attack. You thought about what action you wanted your prospect to take … this is where you employ that strategy. Maybe you want them to click to a page on your website. Maybe you want them to download an e-book. Maybe you want them to schedule a consultation or sign up for your newsletter. Whatever it is, you must tell them to do it. Use a button or an in-text link to guide them through the process.

The process is lengthy and requires time and dedication, but in the end, will pay off. Once you’ve followed these steps to create SEO-friendly, engaging blog posts on a consistent basis, you will find your prospect pipeline growing, numbers of leads growing and — ultimately — your bottom line growing.

You’re thinking, “Sure, that all sounds great, but I don’t have the time to create even one blog post let alone more.” We get it, that’s why we offer our Quick Start Package 1, which gets you two blog posts per month plus monitoring. Sign up today!

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