Content marketing and blogging: how to attract customers

What is content marketing?

Content is everything you publish: articles, explainer pages, videos, newsletters and social media posts. Content marketing means using that content on purpose to attract customers. You don't just say how good you are; you genuinely help people move forward.

For most small and medium-sized businesses, a blog on your own website is the foundation. It sits on your domain, you have full control over it and Google can find it. You then use social media and email to spread those articles.

An example. A landscape gardener writes an article on roughly what a new garden costs and which choices drive the price. Someone who wants a new garden next year reads it today. When the time comes, they know that gardener's name and know they explain things honestly. That's content marketing in a nutshell.

Why business blogging still works

• Visibility: every good article is a new chance to be found for a question your customer asks.
• Trust: people who read your explanations can see you know what you're talking about.
• Fewer phone questions: you can send customers to an article instead of explaining everything again.
• Better customers: people who read your articles often know better what they want and what it costs.
• Material for other channels: one article gives you content for several social posts or a newsletter.
• Links: useful articles get mentioned more often by other sites, which helps your SEO.

In AI search engines and Google's AI answers, clear and reliable content also helps you get mentioned. Read more in our article on being found in AI search engines.

Blog topic ideas: start with customer questions

The best topics are right in front of you. For one month, write down every question customers ask you. There are almost always ten good articles in that list. Add keyword research so you know which words people actually type. You can read how in doing keyword research.

Types of articles that often work well for small businesses:

• What does it cost? An honest explanation of prices and what they depend on.
• How does it work? A step-by-step plan or an explanation of your process.
• Which is better? A fair comparison, such as two materials or two approaches.
• Checklists: what should you look out for before you buy something or have it done?
• Common mistakes: what often goes wrong and how do you avoid it?
• Projects: a finished job with photos and explanation, with the customer's permission.

How to write a blog that ranks in Google

Writing a blog for SEO mainly means answering a question better than the other results. A few guidelines:

• Pick one main question or main keyword per article.
• Give the answer straight away in the first paragraphs. People don't want three paragraphs of introduction first.
• Use clear subheadings so readers can scan quickly.
• Write in your customer's words, not jargon. Explain difficult terms.
• Use lists for steps and summaries.
• Add your own photos or examples. That makes an article more credible than generic text.
• Link to your service pages and to other related articles.
• Write a good page title and meta description so people want to click in Google.

Length is not a goal in itself. An article should be as long as it needs to be to answer the question properly. A short question deserves a short answer. A complicated choice can be covered in more depth.

How often should you blog? A realistic content plan

Consistency matters more than speed. One good article a month that you actually keep up gives you twelve pages that attract visitors after a year. Four articles in one month and then nothing works less well.

• Make a list of topics for the next three months.
• Plan a fixed time to write, for example one morning a month.
• Share every article on your social media and, if you have one, your newsletter.
• Every six months, check which articles attract visitors and update older articles with new information.

Updating is underrated. An article that already gets some visitors can often be improved with current information, a better title or extra questions. That sometimes pays off more than writing a new article.

Common content marketing mistakes

• Only writing about yourself, such as company news customers aren't searching for.
• Text stuffed with keywords that reads unnaturally.
• Having articles written by someone who doesn't know your trade, so they end up generic and empty.
• Publishing AI text without checking it. AI can help with a draft, but always check the facts and add your own experience.
• No links to your services, so readers don't know what the next step is.
• Not measuring which articles bring in visitors and enquiries.

How Violexa helps with content marketing and blogging

A blog works best on a fast website with an easy content management system, so you can post articles yourself. When we build a custom website, CMS integration and training come as standard, from €1,799 excl. VAT (€2,177 incl. VAT) per project. Want help choosing topics, writing and measuring results? We do that as part of our online marketing, from €599 excl. VAT (€725 incl. VAT) per month, cancellable monthly.

Want to know which topics will pay off most for your business? Book a free quickscan. In 30 minutes we look at your website and your opportunities together, online or on site. You get brief written advice with a price indication, with no obligation.

Frequently asked questions