How To Match Blog Posts To Content Offers That Are Useful
Most companies have blog posts from years ago, some written before gated content. Optimized older posts are more likely to get organic traffic than newer posts that are still building search authority but haven’t led to many conversions.
Consider using a guest post service to make your blog posts more useful. This service matches your content with niche-relevant offers. If you write about parenting, use a guest post service to connect with parenting-related companies. This way, you can provide valuable information while promoting products or services.
By updating old blog posts and adding premium content, you’ll get more leads and sales. Five things to try:
1. Make A List Of The Blog Posts That Did The Best.
First, examine your most popular blog posts. Export blog post metrics to a spreadsheet and sort by views. Spreadsheets will help you organize the next two steps. Check if each post links to an existing content offer. If so, they passed the first test. Hopefully not! Leave them be.
2. For Each Post, Name The Buyer Persona And The Stage Of The Sales Funnel.
Once you have your working list, you can start writing (the number of posts depends on your overall bandwidth). More blog posts need updating. Note the funnel stage and buyer persona for each blog post. If you don’t know the persona, write ways to fit them. How can you make this post more useful? What can you do to shift your blog posts’ focus to awareness and education at the top of the funnel?
3. Do Steps 1 And 2 Again For Your Best Pcos.
Connect gated content offers. You may have a few premium content offers (PCOs) to promote or a dozen. Pick the 3–5 best offers and use them as defaults for the next step, matching offers to posts. Like with blog posts, write down the PCO persona and funnel stage.
4. Match Content Offers That Are Relevant To Blog Posts
After organizing your blog posts and PCOs by persona, funnel stage, and popularity, you can decide which offer to promote on each blog post. Consider each post and PCO. You should now know who blog posts and content offers are for, where they are in the sales funnel, and what they’re about. If a post’s topic isn’t clear, note how to change it when you update it later.
Set dates. Match blog post content to topic, persona, and sales funnel stage. If your top-of-funnel blog post about optimizing content is for your marketing professional persona, promote how a content audit will boost their credibility.
5. Re-Optimize Blog Posts
You may have blog posts that don’t fit a persona, focus too much on your brand (instead of the prospect’s needs), or are unclear. You should update those posts.
Persona-first. Who does this post apply to, and what goals can be met? Examine what’s said. Clean up the post so it fits with a persona’s pain points or goals, and add details that help readers connect their problem to your solution. Consider the asset’s funnel stage. Most blog posts attract new problem-solvers. Guide them until they’re ready to act. Make sure your post is keyword-optimized, has a plan for internal links, and follows formatting best practices to please visitors.
Once you’ve updated your blog posts with your best-gated content offers, share them on social media and nurture streams. You worked hard to make these posts useful for buyers at every stage. You should lead, not follow.