Indeed, content will always be king when it comes to growing your traffic and increase your conversion rate. However, not because your blog has a good content, it does not necessarily mean that it will relatively increase the web traffic back to your page. When writing blogs, most people particularly bloggers would jump right in after they identified the theme and selected some useful plugins. When doing so, it can be satisfying when you see a good blog with few readers. Yet, again few numbers of readers with a good content will not increasingly grow your traffic.
You Can Refer Canva
Canva is an online free to use graphic-design that offers design school with a total of over than 200,000 sessions. In here, instead of writing and improving the blog, you will learn on how to build a strategy for growth. This only means that, instead of wild guesses, you can learn the definitive guide to increasingly grow your traffic and get a good ROI in the long run. As soon as you do so, it is time for you to establish and duplicate the process over and over again. Now, let us see how Canva strategically built their blogs from start to finish. You won’t believe but it is true that Canva has increased its Blog traffic by 226.47%
#1 What Is Your MO – Main Objective
The first important thing before starting your blog is to identify your main objective. Who are your target audiences? How do your blogs align with your vision to your company or online platform? The main goal here is to identify strategies on how to grow that vision. How are you going to use some of your few resources into the hands of the millions? Keep in mind that Canva’s strategy will not focus on getting more followers from social media, but rather change the way you produce your blog to the right audiences.
Dominate the Editorial and Design Space
- You got this idea and you already had a theme that runs to the back of your head, but, what you really need is to identify what is hot and what is not. Therefore, you need to discover other publications online that dominates editorial websites and in Canva’s case – graphics design platforms. Now, in your case, your blogs should represent the overall reputation of your company. So, you should check your competitors’ blogs as well.
- Shared And Trends – identify the blogs which are often shared, you can use free plugins and look for blogs which are performing well in the social media. You can use the BuzzSumo to plug in your competitor’s blog URL.
- Identifying Keywords– Now identify the main keywords that your competitor used from their blogs. This can be easy especially if the strategy is using geographic keywords, but you can also use Topsy. Topsy can be relatively useful since it also includes results from older content and the keywords used.
- Most Pinned – Go to Pinterest and look for the various popular keywords in your field. This can be a simple task even though you are not good at creating visuals. Determine the images that work effectively. This gives you the idea of how to approach the right audiences with the right use of visuals to work with your blogs.
- SEMRush – Again, the social media is just one small part of where your competitors are getting the traffic. The use of SEMRush can identify your competitors where they are getting all the traffic when it comes to optimizing their pages.
#2 Be Interested In Your Audience
The first step identifies your competitors’ strategies and approaches. All of these including their published content is just one element. The next thing you should do is by look for things which your competitors haven’t done yet. Peep Laja the founder of ConversionXL called this as the market gap.
Identifying market gap requires two steps and these are the following:
- Study The Market – find out what are the things which are already available. Look for viral sites that focus on the trending issues.
- Your aim here is not to copy the things they’ve already done before. You are going to study the market to make your own content unique and feature greater value.
- What The People Want – create something which your audience would love to participate such as Q&A page.
Note: There are two important things that you need to look for. One is the number of people who want to participate and answer the questions and secondly the number of upvotes.
- Jot down the different types of people who participate in your Q&A page. Who are these people? – The Generation X? Ys? Millennials or the Generation Zs?Are these people are business owners? Perhaps students? You should determine these groups are.
“When it comes to the case of Canva – most people who participate are web designers and freelancers”.
- The best place to find out where these people hang out most of the time is by using an online tool the “HackerNews”. While, if your market is in design as well, you can use Inbound, Designer News and Dribble. Of course, you can never go wrong with LinkedIn and Reddit.
#3 Make the Most Out Of Your Unique Selling Proposition
Alex Turnbull founder of Groove Blog, mentioned from “How to Marketing Blog”, about the Unique Selling Proposition. This simply determines where your platform or business will fit into the big picture of online marketing. In here, he pointed out that you don’t need to out-blog competitors by creating the same thing. But, he used his blogs for maximum potential of leverage.
Make a list of features and benefits that are unique to your services or products.
- This can take time to do so, but, can be very beneficial in return. Compare your service or product from your competitor by using Google search.
- Identify these features and what makes your products or services stand out from others. Consider your previous customers about their perspectives and suggestions. Make sure to add these to your list.
- Identify your services or products which other competitors could not copy.
- Put a mark on your services or products that cannot be copied by anyone else in the industry. List down the things about how customers will benefit from it.
#4 Implement the Strategy
Now that you’ve looked over your competitors, identify your strong points, and you see the overall market, it is time for you to decide who you want to reach your blog and implement the strategy you’ve just created.
There are three words you need to keep in mind when implementing your strategy and these are Stop, Change and Start
- Stop the things which are irrelevant and ineffective when it comes to driving traffic back to your blog. Identify the approaches which consume a lot of time and money, yet, with no result.
- Change If the approach if it does not help your blog page to increase traffic, rekindle your approach and ;
- Start something new.
Ideally, look for content from your competitors that gained a lot of views, then create a much better version of it.
Closer Look at Canva’s Blog
- When you look closer at Canva’s case, you’ll see that most of the blogs are often written long. It shows how to use the tool and how graphic designs made easy from their platform. You’ll also see some terminologies and design tools such as Photoshop, Illustrator, and InDesign. Since, their primary audience are web designers, Canva’s main goal from their blogs are not meant for beginners.
- Specifically, most of the blogs are meant for freelancers and graphic designers. You’ll also find helpful tips about managing clients’ relationship. Why they do this? Again, because their audiences are mostly freelancers who work not in a traditional office cubicle but rather from home.
- You will find the most popular blogs are featuring plenty of images. Yet, only a few of these blogs focus on graphic designing. In fact, Canva mashup designs, business issues print, web and architecture.
But why Canva features plenty of images then?
It is because most of their audiences are graphic designers which are looking for inspiration. In addition, most of the web designers are looking for free images and elements that they can use to their project.
How Canva Gained Relevant Views?
- Another interesting approach that Canva did from their strategy is the fact that there are only a few blogs that include design tips for beginners. Why? Because of these days, instead of using the word “tips”, researchers would prefer to use the word “How”. Online users would often use the word “How” when they want to learn something.
- Beginners do not understand terminologies such as alignment, encapsulation, typography etc. Instead, when searching, they use keywords or context that says – how to design a Facebook cover, or perhaps social media graphic design. In such cases, non-designers can take help from Canva’s amazing design tutorials course.
As soon as you understand the niche and what the market needs, you can build a very good blog.
Take note: Remember not because you want to create a unique blog to increase your traffic, it does not necessarily mean that you should not learn from other blogs particularly your competitors.
- Consider creating different kinds of blogs that target various types of audience. You can use a list of articles that are ranging from 500 up to 1000 words, interviews, reviews, and different kinds of topics to determine that things what your audience would love to read.
Market Gap Solution by Canva
- Canva made a trend towards DIY graphics design online not because business owners can design better than professional graphic designers. It is because such tool can make graphics design straightforward and easy. The vast majority of needing graphics images in social media is essential for any businesses regardless of what kind of field it is. Therefore, instead of business owners would look or hire graphic designers, why not design by themselves without costing them much.
Principles to Learn From Canva
By becoming interested in what Canva’s audiences are interested at, Canva was able to stop the things which are unnecessary and less important to read. Therefore, stop writing and wasting time about the niches you thought readers would want.
You can simply determine this as you understand the reader’s interest. Instead, create content that they (the audiences) would love to read or they demand.
“You will not out-blog your competitors particularly the big ones if you do exactly the same thing that does not work.”
Take the important factors you’ve learned so far by determining the things your competitors applied. Apply them and by all means, improve these strategies to gain more leads and audiences. Your content should always consider that – different readers have their own different preferences. Some are businessmen, while many would be marketers, professionals, and non-professionals in general.
“Take Note: Understand and learn all these stuff and fill the market gap later”
Identify your business market value and what makes your business unique to other competitors. Remember, good artist copy, great artist steal. Therefore, not because you want to create or offer something unique to your blogs, it does not necessarily you will not learn from their approaches and strategies.
Canva gained traffic by 226.74% not because this platform made wild guesses but rather research. To understand the needs and demands of the internet users particularly students, artists, graphic designers, business owners and digital marketers, Canva studied both competitors and audiences before applying strategies they need that irrefutably increases the traffic.