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Latoya Torrance

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5 Basic Elements of the Perfect Blog Post [VIDEO]

Posted by Latoya Torrance

June 26, 2019

When it comes to blogging, you may be wondering, "What makes the perfect blog post?" In my opinion, this is both an art and a science. It needs to be visually appealing with text breaks, a good amount of white space, and visual elements. But it also needs to be written in a way that provides value, engages the readers, and encourages them to take a specific action.

In other words, writing a good blog post is no easy feat. Understanding the basic building blocks of the perfect blog post is a great start.

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Topics: blogging best practices, blog strategy

How to Build a Social Media Strategy for Your Business

Posted by Latoya Torrance

June 4, 2019

Social media is an essential piece of your inbound marketing strategy. Once you’ve created valuable content, social media is a great way to deliver it to your target audience. In addition to being an effective content distribution channel, it can also help you increase your brand awareness and visibility, connect with your audience, capture leads for your business and even drive referral traffic to your website.

Before you begin seeing results from your social media efforts, however, you must start with a solid social media marketing strategy. Below we’ve shared a few tips for businesses that need to start building your strategy and leveraging social media as an effective inbound marketing tool. These tips are the foundation of a successful business social media strategy to help get you started and get you going in the right direction.

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Topics: Social Media, content strategy

Need Blog Post Ideas? Use These 7 Sources.

Posted by Latoya Torrance

May 8, 2019

When creating content for your company blog, you’ve likely asked the dreaded question: What do we write about next? You may feel as if you’ve run out of post ideas or you’re writing about the same topic over and over. Regardless of your content dilemma, there are a few sources that you can use to extract new blog post ideas.

It’s important to note that when using these sources, however, the ideas aren’t always obvious and may not jump out at you instantly. Rather, this method requires you to dedicate time to collect information, analyze it, and brainstorm topics based on your findings. While this may take some time initially, it’s more than worth the investment. Not only will you have a list of new blog post ideas, but you’ll have the tools you need to create blog content that is relevant to your target audience - and their needs and interests - and that will most likely drive engagement and increase conversions.

Consider the following sources to help you generate more post ideas for your company blog:

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Topics: content strategy, blog strategy

How to Conduct a Simple Blog Audit to Improve Your Content Performance

Posted by Latoya Torrance

March 12, 2019

Your blog is a digital hub for the valuable, educational, and entertaining content you create for your target persona. Its goal is to increase awareness, drive traffic to your site, generate leads, and establish authority – leading to profitable customer action.  

But running a successful blog is a challenge for some businesses, and it requires constant analysis to ensure your current content strategy is effective. This can be done by reviewing the content you’ve created, assessing what worked or didn’t work, and creating a plan of action to improve going forward. Or in other words, conducting a blog audit.  

This process can help you uncover what content resonates most with your ideal prospects, and in turn, guide your content strategy and increase your awareness, engagement, and even conversions. It gives you a high-level view of how well your blog is (or isn’t) performing, and identifies gaps and opportunities in your blog strategy.  

The good news: it’s not as complicated as it sounds. And if you’re wondering where to start, what to evaluate or how to apply your findings, we’ve created a simple system to help you evaluate your own blog and begin seeing real results from your content. 

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Topics: content marketing, content strategy, inbound marketing, blog strategy

Why User Experience is Important for Quality Content

Posted by Latoya Torrance

February 7, 2019

There was a time when writing a few good blog posts a month was enough to engage readers and keep them coming back. Today, however, there is much more at stake. User experience, or UX, plays a critical role in delivering quality blog content.

While it has its roots in design, UX - in this aspect - refers to how readers interact with or experience your content.

Are they able to understand the message you’re conveying? 
Can they find the information they’re looking for?
Is the content formatted in a way that captures - and holds - their attention?

When factoring in UX, quality content goes beyond the words on the page. It involves a number of considerations that can influence whether a reader bounces (leaves your website after viewing a single blog post) or stays to learn more about your business and what it offers - ultimately leading to a conversion. It’s not enough to have good content, you must also create an enjoyable experience for those reading it.

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Topics: content strategy, inbound marketing

Content Mapping: Creating Content for the Customer Journey

Posted by Latoya Torrance

November 1, 2018

Quality content is the backbone of your inbound marketing strategy.

The main goal of inbound marketing is to use tactics that help potential customers find your business - no matter where they are in the customer journey. And regardless of the tactics in your inbound marketing toolkit - like email marketing, SEO or social media marketing - relevant, valuable content powers each one at every stage of the journey.

Multiple studies confirm the invaluable role content plays in inbound marketing. 84% of people expect brands to create content that provides solutions, tells stories and creates experiences, as reported by Newscred. Furthermore, the average person consumes 11.4 pieces of content before making a purchasing decision. Content also helps to build brand trust with potential customers, as 95% of B2B buyers consider content as trustworthy when evaluating a company and its offerings.

For this reason, you need to create a mix of content that’s designed to attract, engage and sell to your target audience at every stage of the customer journey. But first, it’s important to understand exactly what we mean by customer journey.

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