In the hierarchy of content, roofing blogs rank second in the order of importance. When done well, and they should only be done well, they have the potential to help you achieve your content marketing goals
What exactly is a blog post? It can be an explainer of a specific issue.
Listicles or list-type articles
How to guides
Guest blogs
Informational graphics or infographics
Interviews Questions and answers
News
Stories
Case studies
The goal of the blog post determines the type of post a company chooses. Each type of post will achieve different outcomes. For example, a list-type blog will be used to inform. In that case, it will work well on an audience at the top of the funnel or at the awareness stage. On the other hand, a how-to-guide will be at best placed in front of an audience or prospects at the evaluation stage.
Our goal is to know what type of content you are pushing to your prospects. It should complement your ongoing website content.
Specific goal or objective
You don’t want to just push blog posts out there without a plan. First, you need to understand your company goals and objectives. What do you want to achieve? When do you want to do it? How do you do it? Is blogging going to help you achieve this goal? If yes, then, how?
A blog should trace back to the company goals. For example, one of our clients wants to position the company as the preferred roofing supplies company locally. To do that, we identified content marketing as one way to achieve this goal. Over the last several months, we have been pushing content about roofing supplies. Such products include buyer guides and product comparisons. Each post targets each of the product lines that they supply. It is easier to understand the purpose of a blog this way.
The topics will naturally fall under these goals. It will not be through guesswork or through stalking competitors. That way, we have a chance to position the company as a market leader and not an alternative player.
Clear subject line or topic
Blogging is communicating. As you already know, communication is a professional job. Being to communicate logically and concisely takes effort. A blog post is a piece of information.
From the subject line to the conclusion, it should stay within the topic. Failure to honor this pledge is akin to click-baiting. Search engines punish such content heavily. Every subject line is followed by content that the potential reader would love to read.
An angle
What is your blog angle? Is it informational or opinionated? Is it amiable or contrarian? Discovery or review? Comparative or expressional? Solution or inquiry? Any good blog will have an angle. It can be a hybrid or purist angle. Whatever you choose, be consistent, develop your thoughts coherently and logically, and support statements using facts. In most cases, our angle is guided by our target audience and the intended goal.
Optimized for audience use
We don’t write for search engines; we make sure that your audience can use the content easily.
Appropriate depth based on the goal
Every time you talk about a blog post, 500-word pieces come to mind. Well, they used to work. Guess what? They no longer work in a competitive world. Depth is important. Match or beat your competitor in terms of coverage, new ideas, discovery, and presentation. That is why we do only one long-form post per month for our package.
Proper internal and external topic support
Content ought to satisfy the expert, authority, and trust (EAT) criteria to do well. We do that by ensuring that we are relying on expert advice to make commentaries, cite authoritative resources, and ensure that we are factual in all our statements. That way, we can deliver a piece of content that adds value to the industry and the users.
Free of grammar and content errors
It is easier said than done to ensure that your copy is hitting all the notes without fail. Our experts have many years of experience. Besides, we don’t publish without the blog going through an editorial process, which can be found here.
Optimized for search engine consumption
Content is only good if it can achieve its objectives. To do that, it must reach your audience. Search engines determine how many people you can reach depending on how useful and optimal your content is. We make your content tick in all the right ranking factors such as keyword choices, topic research, keyword placement, keyword density, and much more.
Specific keywords and key phrases
People use queries when searching. Although only about 20% of search queries are the exact match of what you get in the results pages, it is important that your content pings in all the right signals to the search engines.
Keywords and keyphrases are imperative when it comes to effective content marketing. You want to deploy the right phrases at the right places, in the correct dosage.
Keywords can be primary, mid-tailed, or long-tailed keywords. For example, roofing supplies is a primary key phrase, reliable roofing suppliers can be a secondary or mid-tailed keyword, and affordable roofing supplies near me is an example of a long-tailed key phrase.
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