Writing the Right Content: Grow Web Traffic Beyond Consistent Blogging

You’ve probably heard the common mantra, Content is king. And it is… but… what if I told you that simply churning out blog post after blog post isn’t the magic key to unlocking a flood of web traffic? 

In fact, your consistent blogging might be doing more harm than good. Let me show you how to avoid that and turn it around to be one of your new secret keys for cold traffic acquisition!

The importance of targeted content for web traffic

Your content is meant to be like a beacon, drawing in the right audience — your ideal customers. 

It speaks directly to them, addressing their needs, interests, and pain points. It has to be specific and intentional.

On the other hand, generic or irrelevant content is like static noise. It may reach a looooot of people, but it won’t resonate with the ones who matter most to your business.

See where I’m going here? Do you want to add more beacons to call in more of the right people? Or more static noise?

Yep, I bet you want more of the right beacons.

Understanding your target audience to bring in the right leads

Before you can create targeted content, you need to know who you’re targeting. And if you’re thinking “that is obvious, Ingrid, tell me something new”… 

Well, I see this day in and day out as a Conversion Rate Optimization web designer: people pour all their energy into the wring content. 

Or they meticulously create their website copy (YAY!) but then they start blogging consistently just because that’s what they are supposed to do… and it literally starts to negate all the hard work that the “right SEO” on the core pages was doing. So, shooting yourself in the foot much?

So please, take a step back to make this the right thing. This means identifying your Ideal Customer Profile (ICP). Your ICP is a detailed description of your dream customer — the one who loves your products or services, raves about them, and keeps coming back for more.

Once you have a clear picture of your ICP, it’s time to do some audience research. 

Find out what they need, what they are actually searching for, what they’re interested in, and what problems they’re trying to solve. 

This will give you a wealth of topics for your blog posts. And all using their OWN words. Win-win: You get the right people into your site and they get an answer to their needs!

Creating a content strategy for an effective website

Now, armed with your ICP and audience research, you can create a content strategy. Not a second earlier!

This means defining clear goals for your blog and developing a content calendar. Your goals could include increasing website traffic, generating leads, or positioning yourself as an expert in your field, even selling specific products or courses. 

This is all about making it work for your business,

Your content calendar should be filled with topics that align with these goals and your audience’s interests. 

Because even if you write about topic in your profession, or what goes around in your market… 

Is that really tied to what will move the needle for our audience? Or did you just add more noise?

A super simple way to make sure your content passes the “moves the needle” test: 

• Ask yourself if this particular content piece is tied, in any way to a service or offer 
• Check if you have a clear immediate call to action that will either help you sell or nurture

If any of the above is “no” or “sorta”… anything but a resounding “YES!” then that piece of content is not as hot as you think. No worries, don’t need to scrap it! 

This is your key moment to turn the tables on it and make it fit your strategic content.

Writing high-quality, valuable content for your audience

Once you have your strategy in place, it’s time to start writing. But not just any writing — you need to create high-quality, valuable content. I will not get tired of stressing this enough.

This starts with crafting engaging headlines that grab attention and compel people to click. And if you’re playing your cards right, all of these will also be infused so naturally with SEO keywords, it will be such an unfair advantage.

Then, put your audience research to use by creating informative and actionable blog posts that answer their questions and help solve their problems. 

You want to give them quick wins. Yes to educational posts, but also please make sure there is something that they can start implementing asap.

You want them to take action, solve their needs, and most importantly: TRUST YOU. 

That is what is required so your content actually converts them to paying clients!

Optimizing for Search Engines

Of course, no blog post is complete without a little SEO magic. 

Incorporate relevant keywords into your posts to boost their visibility in search results. Use that customer research! What specific keywords are they using? How are they using them? In what context? What are they trying to solve?

But remember, SEO isn’t just about keywords. So don’t get hung up here… It also involves on-page factors like meta descriptions, URL structure, and internal linking. All the right pieces make up for a strong SEO game. 

There’s no “one magic” thing you can do, it has to stack! But this is a whole other big topic, right now focus on quality and sprinkle those keywords!

Promoting your blog effectively for maximum audience reach

Once you’ve hit publish, your job isn’t quite done. 

You have all your SEO ducks in a row, which is our main point with content intentionally made for cold audiences so they can start building that trust factor with you.

But of course, you need to promote your blog posts, and that means leveraging social media platforms, LinkedIn, Pinterest, and building relationships with other industry experts so that you can tap into your adjacent audiences.

Win-win-win! 

Tracking and Analyzing Performance

As a quick little note on something I think most forget: you need to track your blog’s performance.

Use analytics tools like Fathom or Hotjar, or your analytics of choice to measure the success of your posts, and make data-driven decisions to improve your future content and to update your current posts! 

Don’t be afraid to go over your past content and always make it better. Again, remember this isn’t about creating more and more and more… this is about putting out good content. 

And you can absolutely create cornerstone material that serves you for years to come. For example, I myself can still see sales come into my courses from blog posts that are over 4 years old. 

Conclusion

In conclusion, blogging consistently isn’t enough to bring in the right leads. And I hope by now it’s a lot clearer and it gives you a little permission slip to not ride the creating train as hard, and instead you slow down to create content that will help your website bring in the right people.

You need to write the right content for your website — content that’s targeted, valuable, and optimized for search engines. So, prioritize quality over quantity, and watch your web traffic grow.

Ready to drive more traffic with the right content?

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Whether you’re a coach or a creative small business owner, these insights will help you craft a website content strategy that truly resonates with your target audience, attracts more traffic, and grows your business in ways you’ve only dreamed of.