Truth be told, maintaining and running a business blog is no walk in the park. It’s a mix of deadly deadlines, messy writers, and crazy client briefs. As a result, you create content for content’s sake. But it's okay, right?
No, it's not.
Publishing a post of lesser quality compromises your business. In some cases, brands also end up with posts that are “sort of” related to their business products, message, and offers.
One of the least talked about but very valuable elements of a good content marketing plan is the focus. Whether you like it or not, it’s important to focus on your content; this requires discipline and commitment from everyone involved.
Loose Focus Compromises Blogs
According to SEO companies in Minnesota, talking about focus is easy, but finding it is hard. Even high-traffic and authoritative blogs lose focus. In the beginning, they knew their goal but not their focus. They probably tried different topics first until they found the right one.
At some point, focus becomes necessary because without it, content experiences more harm than good. There is a disconnect between your products and your message. Loose focus muddies your brand, which discourages audiences to give your business a chance.
Off-Topic Content Results in Negative SEO
Off-topics initially appear amusing, but these can damage your current SEO techniques. Audiences might see the connection, but Google won’t.
Some off-topic blogs appear engaging for some, but for specific audiences, they won’t see the authority of your content. Keep in mind that blogs are the best sources for organic traffic, but not just any type — set your eyes on qualified traffic. One way to do so is by keeping your posts on-topic.
Finding the Focus
If you can’t find your content’s focus, start by analyzing your products or the core message. If your brand had to pick one umbrella topic, which one would it be? Once you figure that out, add supporting ideas and topics to present the core message. Don’t forget to tighten the primary topic and eventually work your way down until you find your focus.
Once you find your focus, stick with it. The clearer your goal is, the better. In the end, you’ll find the results you wanted.