content-catapult-logo-blue-1copy

The Hidden Truth About Business Blogging Success

It never fails to surprise me that most businesses playing the content marketing game do so without knowing the rules of the game.

Itʼs hard to be #winning when youʼre #whatthefuckarewesupposedtobedoing

The occasional success may be possible but it will seem like blind luck because consistent, sustainable results require a strategy, planning, and a know-how of what levers to pull in order to achieve your goals. 

All around you are bright signals telling you how wonderful content marketing is…

Marketers who prioritize blogging efforts are 13x more likely to see positive ROI
HubSpot, 2019

Content marketing gets three times more leads than paid search advertising
Content Marketing Institute, 2017

Organic SEO is about 5.66 times better than paid search ads
New Media Campaigns, 2018

47% of buyers viewed 3-5 pieces of content before engaging with a sales rep
Demand Gen Report, 2016

But it’s not all floating balls of light in a barrel. 

But this is not the experience that most have.

If you’ve tried and failed. Or you never even got out the starting blocks. Know that, you’re not alone.

Because what they don’t tell you is that in content marketing, failure is NORMAL.

94.3% of new articles fail to make it into the top 10 SERP (Search Engine Results Page) positions for even one measly keyword.

Successful content marketing is the EXCEPTION, not the rule. 

Over the next 3 pages I’m going to explain why that is and what you can do about it. 

Why is the Top 10 on Google Search so Important?

The top 10 (aka page 1) of the SERP is essentially a leaderboard with each spot down the positional ladder getting less clicks than the spot above it.

It’s a constant fight to:

  • Reach the SERP summit (or close enough to it)
  • Create content to match search intent and attract visitors
  • Turn that traffic into business
 
Some industries, niches and topics will be comparatively easy to rank articles for, while others will require a lot of work to achieve SERP domination – especially if you’re going it alone. 

The journey is long for those without a map

The Battlefield of SERPitude

A lot of people thinking that getting content on page 2 or 3 is an achievement. And, depending, on the difficulty of the keyword and the monthly search volume it might be. 

But, more often than not the first page is really where you need your content to be. 

There’s a joke in the SEO community that goes something like: 

“Where is the best place to hide a dead body?”

“On page 2 of Google Search.”

Badoom-tish! 

But for your business, its NO JOKE. When I said there are winners and losers I meant it. 

Take a look at this graph showing the average percentage of clicks that each SERP position gets. 

Note – the first two positions claim half of the traffic.

So, if you’re not at least on the first page – your content may as well be invisible.

“If content is not seen, does it even exist?”

Why is Organic Traffic so Valuable?

It’s true that there are many marketing tactics to get eyeballs on your articles. Social media, email, chatbots, advertising, promotions, etc. But these are generally short-term wins.

Take advertising for example – if you have money to spend, traffic is never a problem. But as soon as you stop putting money into PPC campaigns, the traffic stops.

The most sustainable approach to traffic is to WRITE, RANK AND REEL-IN free organic traffic.

Land a page near the top of the SERP for a valuable and relevant term and you’ll have a steady flow of traffic month-after-month.

Do this multiple times and you could have a blog, like BeardBrand, which brings in around 75% of their furry-faced traffic via organic search.

Every. Damn. Month. 

Monthly BeardBrand estimates

Before We Get Started – Answer Me This…

Do you have a business blog that’s bringing in consistent traffic and leads?

If yes, then thanks for visiting — you can leave now.

Don’t get me wrong – you’re welcome to stay and you might even learn a few things. But this guide was NOT created for you.

This story is for people who want to start content marketing to capture organic traffic and for people who have tried but find themselves saying…

 

Is there anybody out there…

If that’s you – then you’ve landed in the right place!

So how do we get into Google’s good books and start building profitable pathways to our web properties?

In part 2 I’ll reveal and explain the 7 deadly wins that will kill off bad content tactics and BLAST your content to the top of the SERPs. 

Rise Up