As if it weren’t enough to be one of the most effective ways to build authority for your brand by making your business be found in Internet search results, companies that actively invest in Content Marketing for blogs see a 126% increase in the number of new leads!
Leads are potential customers for a business, and this increase is the result of a person identifying with your brand: one of the most powerful elements in developing trust that generates new sales!
Since blogs are content portals created around a specific niche and deal with topics exclusive to an audience that recognizes itself (or the questions it experiences) in the topics published by the company, it is a fact that this strategy directly affects the purchasing intentions of potential customers .
The best part about using blog content creation in your Digital Marketing strategy is that blogs have been around since the beginning of the Internet and they don’t look like they’ll lose their popularity (let alone usefulness) any time soon!
But there is a catch.
Competition on the Internet is fiercer than ever, precisely because companies around the world have noticed this long-term growth trend and have invested everything they can in producing content as a way to attract, fascinate and convert curious people into buyers!
To stand out, it is essential to create valuable content that addresses everything the audience expects or needs from them, and so original or specific to your brand’s experience in the market that they become uncopyable!
This was not an easy task until a few years ago, but today, with the popularization of artificial intelligence (ChatGPT being the most accessible), it has become easy to generate ideas for creating relevant, impactful and irresistible content, in just a few minutes!
I am the CEO of Enjoy Minder, Gaurav Rajput, and I created this text to share with you not only the pros and cons of maintaining a blog for your business, but also 18 ChatGPT prompts to accelerate your productivity, but without compromising the quality that generates sales!
It’s showtime!
The importance of creating content for a blog
Of all the people who use the Internet, 77% of them read blogs regularly.
After reading 3 to 5 posts, 47% of these visitors decide to make a purchase with the company that taught them something valuable or recommended a relevant product!
It may seem like a shock, but this number makes perfect sense for those who work with Digital Marketing or execute strategies in the business’s sales planning, since the before and after of implementing the creation of content for a blog is striking!
In addition to delighting readers and helping to convert them into qualified leads, blogs (especially when improved with Technical and On Page SEO) are the main way to get your company positioned at the top of search results.
This visibility guarantees a continuous flow of people discovering your brand organically: you don’t need to pay for this traffic!
The only investment that needs to be made is in the production of periodic content, something that can be managed by a team that already works with you (which would save new hires) or, better still, that is set up specifically for this (which is more cost-effective when compared to other forms of traffic generation, such as the constant use of Paid Media).
In one way or another, content creation is essential to:
- Make your company be found on the Internet;
- Capture the attention of people most likely to buy;
- And achieve results with exponential growth through organic traffic!
Good blog content takes an average of 4 hours to produce!
But not everything is rosy.
The competition for people’s attention is so fierce that the only way to gain the respect of algorithms (which position websites in search engines) and the admiration of visitors is through excellent content!
Precisely because they are such powerful vehicles for generating traffic and increasing sales, blogs have been highly exploited by companies, which dedicate entire teams to creating complete and updated content as new developments emerge.
The greater the competition, the more useful content needs to be (with fresh data and original information) to make your company stand out from the rest — something that increasingly demands more time from writers!
Today, good blog content takes an average of 4 hours to produce — a 65% increase in production time since 2014!
Furthermore, gone are the days when writing short or shallow texts was enough to get content indexed by search engines: current content tends to be 56% longer, much more complete, and delves deeply into the topic it discusses.
All this effort is well paid off, because once quality content is out there, the profits from it are exponential and can last a lifetime if the information is updated from time to time!
It’s that old story: a good carpenter measures twice to cut once!
In the case of content creation, the challenge is similar: before investing time in the production itself, you need to know which topics will be covered and what information will be covered in them — the guidelines!
Creating guidelines is essential to produce better materials (compared to those that are already ranking well in search results) by:
- Identify the main topic and subtopics that will be covered in the content;
- What your competitors failed to include in their posts that you should include in yours;
- What did they include that you can’t miss too;
- And guide the prose style of your content to express your brand’s originality and your mastery of the subject!
With the agenda ready and evaluated, the creation of the content to be published on the blog actually begins — saving time, energy and money as a consequence!
The challenges of creating blog content
The agenda also serves to overcome some of the worst challenges presented when creating blog content, as it works as a map for what will be produced by your writers!
Below you can find my list of the most common challenges of this journey — and solutions to overcome them without much stress. Check it out!
Search Engine Optimization (SEO)
For a visibility, attraction and conversion strategy to be successful using content published on a blog, it is necessary to think about SEO from start to finish to:
- Ensure that the text is optimized with the correct keywords (which is part of the so-called On Page SEO);
- Having a domain on the Internet with authority recognized by search engines, something that can only be built over time and with the creation of backlinks (which is also part of Off Page SEO);
- And make sure that the user experience is a priority, whether within the content page (with easy-to-understand material that is well distributed in subtitles) and on the website as a whole (starting with the optimized code within the website architecture and which is part of Technical SEO , up to the user’s navigation experience between pages).
The challenge is real, but overcoming it will bring your company closer to achieving the desired 300% more traffic to your business website (compared to social media) and present your content to the leads most likely to buy your products or services!
High competition
Another challenge is beating the competition and taking its place in search results — something extremely difficult without Digital Marketing experience and without a full SEO audit!
For content to perform well, it needs to have a high CTR — the “Click Through Rate”.
Simply translated as click-through rate, the CTR number indicates how many people are accessing your content after being introduced to it (whether by a catchy title or an engaging description)!
Every industry has a different average CTR when it comes to blog content creation, but the general rule of thumb is that the higher your posts rank in search results (especially in the top 3, which performs much better than any other position), the more leads you will generate for your business!
To get ahead in this fierce competition, here’s a basic tip: create original, informative and valuable content for your readers!
This is much easier said than done — which is why creating original content is another challenge in this endeavor.
Creation of original content
The main problem that companies new to Content Marketing need to face is the balance between originality and usefulness, since writing content with both elements requires competence, experience and technical knowledge on the subject from the writer — and this type of writer is hard to find!
It’s been a few years since algorithms were updated to notice the absurd amount of blogs copying or reusing each other’s content (a common and illegal practice on the Internet) and began to prioritize original and informative texts that truly value consumer success — how much a reader can take advantage of the value of the content in a practical way.
Since your company’s unique expertise needs to blend with the stylistic tones of the texts to develop useful and uncopyable materials (since your company’s style is how the public will see its personality), and then generate original and well-crafted content for readers, the production time increases even more — exceeding the average of 4 hours per piece!
These are things that require effort, dedication, resilience and objectivity: valuable resources that are difficult to obtain.
That’s where artificial intelligence comes in as an extremely effective option!
Artificial intelligence is a great ally!
Some of the challenges I listed above can be minimized with the help of AI — artificial intelligence!
The news often says that many jobs will be replaced by AI, but some creative sectors (such as writing, custom art and music, for example) can benefit greatly from this new technology to:
- Develop relevant topics;
- Analyze the competition;
- And compare trends!
Although artificial intelligence can be used to generate ideas, automate repetitive processes and simplify complex routines, it cannot always be used to write entire texts — a task that falls to the writer!
Even though AI has the ability to learn and adapt to your company’s style based on how much you use it (the more the better), a copywriter is still essential to turn these AI-driven ideas into content that is:
- Seductive ;
- Engaging;
- And original!
When it comes to breaking through creative block and finding relevant topics about your niche that have not yet been addressed by other companies (or that have not been well explored by them, perhaps even due to the lack of use of AI by the competition), artificial intelligence is a great ally!
Ignore all the controversy surrounding AI and experience for yourself how much it can facilitate results.
You won’t regret it!
Integrating ChatGPT into blog content creation
To give you an idea of the scale of growth expected for this Generative Artificial Intelligence trend (called GenIA, which generates content of various types, from texts to videos), a report by McKinsey & Company estimated that multiple industries could generate more than 4 trillion dollars in the coming years — a number greater than the GDP of many developed countries!
The sooner your company incorporates AI into its content production routine (and perhaps into the automation of other tasks), the more time you will have to ride the crest of this wave and grab a little bit of that 4 trillion for your business!
One of the simplest ways to get started is by using ChatGPT: a textual GenAI to which you can ask questions or requests (called prompts) and receive answers as if you were chatting on WhatsApp!
Researching data or gathering endless topics to produce content for your brand’s blog has never been easier, faster, or more comprehensive than it is today — and I have 18 prompts to help you get started!
18 ChatGPT prompts that will help you!
The most fun part of this content has arrived: my list of 18 ChatGPT prompts for you to develop content ideas and gather data for the topics before putting your writers to write the publications!
I’ve added notes in brackets so you can adjust the ChatGPT prompts according to the theme of your blog or the points you want to highlight in your content — but there’s no mystery: just access ChatGPT and chat with artificial intelligence in real time!
You can start with the simplest thing (like generating title ideas) and work your way up to structuring a more complex idea (like generating a detailed step-by-step guide).
It’s all down here — come with me!
Title and introduction
1. “Create an engaging title for an article on [specific topic] in 60 characters or less.”
2. “Develop a captivating introduction for a post on [topic].”
List of tips or steps
- “Provide a list of practical tips for [solving a specific problem].”
- “Describe the essential steps to [accomplish a specific task].”
Comparison of trends or technologies
- “Analyze current trends in [industry/niche] and highlight differences from [previous year].”
- “Compare the advantages and disadvantages of technologies [A] and [B] for [specific use].”
Success stories or cases
7. “Create an engaging story of a user who found success by following [specific strategy].”
8. “Highlight a case study of how [company/name] achieved remarkable results in [specific area].”
Questions and answers
9. “Imagine an interview with an expert on [subject] and craft informative questions and answers.”
10. “Create a frequently asked questions (FAQ) section on [specific topic] for a beginner audience.”
Explanatory article
- “Write a detailed article explaining the fundamental concepts of [subject] for laypeople.”
- “Describe, clearly and concisely, how [specific process] works and its implications.”
Predicting future trends
- “Anticipate possible trends in [industry/niche] over the next [number of] years.”
- “Imagine how [technology/trend] will impact [specific industry] in the future.”
Comparison of products or services
15. “Compare the features and benefits of [product/service] with [competitor].”
16. “Describe the ideal situations for using [product/service] compared to alternatives.”
Step by step guide
17. “Create a detailed tutorial on how to efficiently use [specific tool].”
18. “Create a step-by-step beginner’s guide to [specific activity].”
Discover Content+Performance: Enjoy Minder’s exclusive methodology!
My partner, Monika Kumari, was invited to participate in the CMO Summit in 2023 (one of the most important Marketing events in the country) to talk about the importance of creating original content with AI for the growth of companies and how we, at Enjoy Minder, developed an exclusive methodology for this: Content+Performance!
I brought part of what he shared there to you in this content, because Content+Performance is perfect for developing quality content with very high performance in the short, medium and long term!
And since Digital Marketing consultancy is one of the most important ingredients for directing agendas and creating content as a whole (since you need to know what the public expects from your brand and how this need can match the financial objectives of your business), I brought you a bonus!
By accessing the following link, you can complete the Digital Marketing Diagnosis + Consulting here at Enjoy Minder for free !
This audit with our team of experts will give you recommendations based on our own methodology to accelerate your journey to success and ensure a fantastic increase in your sales!
With all the tips in this article combined with free consulting, your company’s dominance in the competitive battlefield of the Internet will no longer be a simple desire and will become a strategic plan.
All you have to do now is follow him without looking back!
