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How To Consistently Produce Quality Blog Content For Your Clients

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When a client tells you they want blog content, what they really want is quality content. Your client might give you the blog topics, but it's up to you to write blogs that drive website traffic, increase click-through rates, and deliver valuable insight that readers expect from the sites they frequent.

But quality content is easier imagined than delivered - unless you take steps to make sure that you deliver high-caliber blog content every time.

Do Your Research
Research leads to quality content in a number of ways.

• Expertise: If you're writing about the same topics week after week, it helps to do research on the topic.  You'll eventually know so much about the subject matter that your writing becomes more fluid and fluent.  This combination of writing style and knowledge turns you into an expert, which drives more traffic to the blog.

• Inspiration:  You or your client might have a blog idea in mind, but coming up short on information.  Finally, you come across a site that sparks another blog idea.  You change course and start researching the new topic.  Before you know it, you've found all kinds of information that generates new ideas for future blog entries.  

• Authority:  Your information might be completely accurate, but there's still something to be said about hearing it from an authority in the field.  Researching a topic points you to the most respected experts and publications, which can be cited throughout your blog to give the entire post more credibility.  Speaking of citing sources...

Don't Blog in a Bubble
Sites are often judged by how many links they post.  The same is true for blog content.  You're already using keywords to optimize your blogs, so why not add hyperlinks to those keywords and make your blog even more informative?

There's no rule for how many links to add, other than adding links of value.  If you're writing a how-to blog, add links that supplement your tips.  If you're writing about fashion trends, link to relevant designers and retailers.  If you're citing a study or article, link to it.

Also, remember to add links throughout the text in the blog, not in a list underneath.  Readers are more likely to click while reading than to scroll to the bottom of the page.

Engage the Reader
Blog content needs to be informative and interesting, but to be truly effective, it also has to motivate an action on the reader's part.

You know what a call to action looks like:

• "Click here to learn more about the product."

• "Tell us what you think."

• "Contact us with questions or comments."

• "Download our newest e-book."

Adding one can do wonders for the impact of your blog.  With a compelling call to action, you can drive sales, increase web traffic, increase social media engagement, initiate discussions, share ideas, and turn your blog into a hub of activity, where your client sees all kinds of benefits.
 
Focus on Quality, Not Quantity
Blogs get more views when they're frequently updated.  But there's a difference between updates that add value and those that don't.

Some bloggers are so focused on adding new content that they post content without considering whether it resonates with readers.  This is the best way to dilute the quality of your blog and drive those readers away.

Quality should always trump quantity.  If you're researching your field and brainstorming ideas, you should have enough ideas to generate content on a regular basis.  If not, don't force it.  A weekly blog does more for your readership than a daily blog that adds nothing.

Content is everywhere, but quality content is harder to find.  Make sure your content delivers high quality so your blog - and your clients - can reap the rewards that come from giving readers what they want.