Welcome to the fifth installment of our guide to inbound marketing. By this time your inbound marketing campaigns should be picking up speed. By the way, if you aren’t caught up in the series you can start at the beginning.
In the last step, you created some excellent collateral. Now you need to help promote it with blog posts that are related.
For instance, we have a “30 Greatest Tips, Tricks and Ideas eBook“. We know that we needed to support this collateral with a series of blog articles.
We want to promote the hard work we have done on the collateral and get more eyes on it.
However, just talking about the same piece of collateral, again and again, is not an excellent plan for your inbound marketing campaign. We want to have other avenues for people to get our great content.
Blog articles do that.
They give us something different to promote on social instead of just plugging our collateral again and again. We get to talk about something new and fresh. Also, we are showing the value of returning to our website
If we look at the title of our blog article “Generate Leads for Construction Companies” you will notice that one keyword would be “Leads.” However, it is tough to rank for “short tail keywords.”
Also, we aren’t catering to every business type so even if we did rank for the keyword “leads” we would get a lot of traffic that we couldn’t use.
So our real keyword or phrase is “Leads for Construction Companies.” That is what is known as a “long-tail keyword.” They are easier to rank for and give you targeted visitors.
Our use of a long tail keyword gives us another “path” for people to find our content. And the great thing is that since our blogs are long tail, they give us more opportunities to appear higher in organic search for people that we want to attract. Like people looking for “Leads for construction companies.”
How do you decide what to write?
We have our base topic. In my example, we have a piece of collateral based around generating leads. Because we have a few different industries that we help, a natural blog article would be about how one of these industry sectors can try to generate new leads.
Either way, the first step is to use Google’s Keyword Checker to estimate the resulting traffic of any keyword.
The second step is to take the keyword and enter it into a search engine. Did you get results that would make sense to the audience that you are trying to attract? If so, then you may have a good keyword.
Now take your blog article and base it around your long tail keyword.
Formulating a Title: Your title should incorporate your “long-tail keyword.” Try to make it attention-getting. Maybe answer the question that a prospect would have. For instance, how can I generate more leads for construction?
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