We encourage all of our customers to have a blog on their transportation website. While blogging used to be reserved for personal journaling and documenting life, it has very quickly grown to become a powerful marketing tool. However, it is important to have a strategy in place, that ensures your content works to increase leads, proving your blog to be a successful and effective tool.
Are you being consistent?
A lot of transportation companies do not fully understand the importance of a blog, and often regard it as a low-priority task, which results in inconsistent posting. It is important to commit to posting consistently, as ideally you would like for your customers to become reliant on your content and expect a blog post regularly. In order to establish that sort of dependency, from your customers and readers, you need to set some goals of how often you plan on posting and stick to that schedule.
Remember to be practical with your posting schedule. Consider how long it takes to research a topic, write a quality feature, add SEO elements and then share it across social media platforms. At first, it can be very time consuming especially if you are new to content writing, so ensure that you have set out enough time weekly to write 1-2 blog posts.
Are you providing valuable content?
It is important to know who your target customer is and what they are be looking to learn from your website. Some transportation companies forget that they are not talking to someone who already works within the industry, and tend to write their content as if they were talking to their colleague. Instead, you should consider creating content that is useful, and provides better understanding and value, to your customer. Think of blog posts that are catchy, quick to read and show your understanding of logistics and transportation but still simplifies it so that your customer isn’t left feeling overwhelmed by phrases and words, that they don’t yet understand.
Examples of blog topics:
- 3 simple tools to simplify logistics
- 5 terms you need to know in transportation
- How we make things easier for you
- 3 reasons more people choose to work with us
- What changes to expect in logistics, this year
Is your post too long, short or hard to read?
Again, it is about understanding who your customer is. Always consider the length of your blog posts, and the tone that they are written in. When you have been working in the transportation industry for a long time, it is easy to overlook the terms that we use in our blog posts. Consider that not everyone referring to your blog is a logistics specialist, and you may be scaring them off so rather aim for simplified, quick reads that provide facts so that when they call you, they feel confident in knowing what to expect from you.
Are you posting at the right time?
This is something that takes some trial and error, so don’t expect to get it right from the first blog post. We recommend thinking about when your customer would typically be reading your blog posts, and trying to include that in your content schedule (remember, you can schedule your post to go live at a certain time and date.) Typically, people don’t usually read personal blogs while they’re at work as it’s seen as wasting work time. However, a professional logistics blog, like yours, is more likely to be read during work hours because that’s when your customer will be looking at your website. They will most likely be looking for logistics solutions to provide a service for their company, and will come across your social media or website, and be drawn to your content.
After time, you can assess your posting times by looking through your Google Analytics and social media analytics to see when your customer engaged with your blog posts the most, making it easier to adjust your posting schedule.
If you are still struggling with your blogging schedule and writing content that generates leads, chat to us to find out how we help our transportation and logistics customers establish a content strategy that works!