You have a million shipments to focus on that are in various stages of the shipping process. The last thing you want to do is spend time trying to get your logistics blog up and running. You’ve written a few blog posts, but you aren’t seeing much action from your efforts.
This is discouraging and can lead to you quitting the idea of content creation and blogging altogether. Don’t do it! You just need to make a few key changes to boost the performance of your blog. Don’t worry; these are legitimate tips that don’t involve you handing a bunch of money over to someone overseas.
These are five real world useful tips to help you grow your blog in the correct way for long term success.
1. Write For Your Audience
When was the last time you wrote a blog post that directly answered your audience’s questions? If you haven’t, then you’re missing the main point of blogging. Sure, company spotlights and news are good for mixing things up, but they shouldn’t be the only thing you write about.
Try to write blog posts that provide your audience with a benefit to make their lives easier or better. This could be a blog post explaining why their shipment cost goes up when they get the weight wrong. Or perhaps a blog post explaining what trucking lanes are and how they can use them to their advantage.
If you’re struggling to find topics, pay attention to your customers’ pain points. Write blog posts that address these frustrations.
2. Focus on Community
While everyone wants to have hundreds of thousands of visitors to their site, this just isn’t a realistic goal. It also isn’t a smart goal to have. Consider this, when social media first started, big brands thought that lots of followers meant more influence. So they went out and secured sponsorship contracts with people who had a million plus followers.
Over time, those companies realized that while those people had millions of followers, they weren’t engaged. That means you’re shouting at a crowd, and no one is listening. This isn’t effective.
Instead, companies now look for people with smaller following numbers, but those that follow are hyper engaged. This is like speaking to a crowd in a small coffee shop. Everyone is intently listening and responding.
The second group of people is more likely to purchase. They’re also more likely to keep purchasing because you’ve built a relationship, and they have a sense of loyalty. This is infinitely more valuable and profitable than shouting at a crowd that’s ignoring you.
So how do you relate this back to your logistics blog? You don’t need a ton of traffic to be profitable. You need loyal traffic that’s willing to send all of their shipments through you.
3. Focus on Being Evergreen
Try to have a mix of evergreen and topical blog posts. Evergreen posts are ones that are relevant and useful for the long term. These are blog posts that people can go to and read months or even years after you’ve written them, and they’re still relevant and useful.
New Federal Regulations Announced
2020 Winter Weather Causing Shipment Delays
Fuel Prices Are Increasing Freight Rates for the Coming Quarter
An in Depth Explanation of the New Federal Regulation and How You Can Comply
How to Have on Time Shipments During Winter Weather
How to Stabilize and Reduce Your Freight Shipping Costs
4. Maintain Your Archives
This may not seem like an important step when you’re just starting out, but old posts can come back to haunt you. If you have an old blog post with broken links, missing images, or incorrect information, the reader’s opinion of your company will drop.
The first step is to create a logical system for organization. This will make sorting through old blog posts easier. Create categories and then assign one to each of your blog posts. Here are some sample categories to help you get started.
- Industry news
- How to
- Company news
- Analysis and explanations
About once a year, you should take stock of the blog posts you’ve written. Make sure all of the links and images work. You could even check for spelling errors and other typographical mistakes.
Then sort through the articles looking for ones that need updating. These are articles with information that’s no longer relevant or correct.
5. Focus on What Works
Time is money, so why are you wasting your time on writing blog posts that aren’t working for you? Focus on the tactics that work for you so that you get the best return on your investment. This means that if you have a better response from how-to articles, then write more of those.
Don’t write off blogging completely by using the time is money argument. You see, Google looks at the amount of content that you have on your website and how much of it is new. By having a website that’s changing and involving, Google understands that your website is updated and relevant.
This ultimately helps your website to rank better so that it’s easier for people to find your business. If you never rank when people enter a search query, then how will anyone who needs you find you? They won’t.
Watch Your Logistics Blog Grow
Are you ready to get your logistics blog up and running? With these five tips, you should start to see better engagement and improved return rate. You may never get millions of people reading about freight, but the ones you do attract will be loyal and return repeatedly.
Ultimately, this is more valuable for your business. So focus on building quality content that your audience will find useful.
If you need assistance with this, then I can help! My experience in the freight industry and content writing are the perfect combination to help you. This lets you focus on shipment management while I focus on creating quality content.