One night, I was laying there in bed. I should have been sleeping, but instead I was thinking about my blog – and blogging strategy in general.
Yeah, I’m weird like that. 😉
I had a little aha moment.
It was one of those things where I had to get my iPhone and jot down a note to myself on my idea before I forgot. Bedtime ideas are one of those curses of being an entrepreneur, I guess. 😉
It has to do with how you define your blog categories.
This is something most bloggers just do without putting hardly any thought into it. However, there’s a way that we can define our blog categories that will actually help us with our conversions.
[click_to_tweet tweet=”Could something as simple as the way we phrase and show our categories actually help us generate more leads and more sales with our blog?” quote=”Could something as simple as the way we phrase and show our categories actually help us generate more leads and more sales with our blog?”]
The Usual Way Of Doing Categories
Blog categories are usually used as little digital filing cabinets. You look at the content you’re creating (or want to create) and you break it down into major content divisions and you define your categories that way.
But, there are a few problems with doing it this way:
- You inevitably end up expanding your category tree over time as your content adjusts.
- You may end up with way too many categories and it just becomes unwieldy.
- The categories end up being a bit meaningless.
In addition to the “nag factor” of categories for the blogger, there’s also this pesky fact:
Your reader doesn’t really navigate that way.
Now, true… if you have categories in your top menu, readers will probably use it. But, then again, most of the time that reader is just hunting and pecking. They don’t really know what they want. They’re just surfing casually to see what you have to offer.
That kind of aimless surfing of your blog doesn’t really lead to buyers, more often than not.
Most readers will check out the most recent posts on your blog and make the “read or not read” determination based on that. So, in that case, the categories just don’t resonate.
And so we, as bloggers, get our knickers in a twist over blog categories and, more often than not, it is all for nothing.
A More Strategic Approach To Defining Blog Categories
Let’s back up a moment and let me restate a couple of core considerations about blog-based marketing:
- The primary function of your blog is to communicate the benefits that your prospect is looking for and then motivate them to take the first step in your marketing funnel – namely, email opt-in.
- The web visitor is surfing the net in a constant state of “What’s in it for me?”. They will subscribe to you if you offer them something they want. In other words, it is about THEM, not you.
- This is a communication business, and in order for communication to take place, you have to be talking to them on common ground. There needs to be a common reality between what you’re talking about and what they’re looking for.
OK, so the idea for blog categories is this…
[click_to_tweet tweet=”Turn your blog categories into ‘hot buttons’ for your market, each being a major benefit that your target market is looking for.” quote=”Turn your blog categories into ‘hot buttons’ for your market, each being a major benefit that your target market is looking for.”]
So, instead of it being a filing cabinet, your category is actually something that your market is LOOKING FOR, and the posts to deliver them that outcome will be found there.
Not only that, you can actually name the category something which will communicate to your market.
So, an example….
A Sample Category Structure Optimized For Conversions
If we were to take a typical category structure for a blog like this one (Blog Marketing Academy), it might look something like this:
- Content Creation
- Social Media
The list could very easily go on. But, one thing stands out…
These are all just simple nouns. They would function like filing cabinets. They’re actually quite vague. Then, every time a new post is published, the question would be asked “Which category does this post fit in?” We end up thinking about it. And, if it doesn’t feel like it fits in one, we would create a new one. Or, we end up assigning the post to multiple categories.
In the end, it ends up being more work for us. The actual end user? This doesn’t help them at all!
So, what if we re-thought the entire categories structure so that it was organized by things that our readers actually want to accomplish?
Here’s a different potential category structure:
- Get More Traffic
- Build My Platform
- Sell More Stuff
- Increase Engagement
- Be More Productive
- Build My Business
Once again, we could easily get more granular about this if we wanted to. This is only an example. But, I want you to notice…
Each category is phrased from the point of view of the reader. It is designed to capture and OUTCOME that they may want. It doesn’t just contain a simple noun, but it is a verb and a noun. There’s action involved. There’s an outcome involved.
Now, all this could be just a big exercise in naming conventions if not for one other thing…
[click_to_tweet tweet=”Your blog will much more effectively communicate the benefits it offers if these benefit-based categories are out in the open in front of people’s eyeballs.” quote=”Your blog will much more effectively communicate the benefits it offers if these benefit-based categories are out in the open in front of people’s eyeballs.”]
So, you know how many blogs will display their categories in their top navigation or in their sidebar? Wherever your categories may appear, people will scan them over.
Now your categories are an actual marketing tool.
When a person scans over your categories, they’re now going to see not a big, boring list of topics… they’re going to see a list of benefits! All of those benefits will clearly show what the value proposition is for your business, your offers and your blog.
How To Maximize Marketing Results With These Categories
This simple re-thinking of how to define your blog categories will align your blog structure around your benefits and make it easier for people to find the stuff they’re interested in.
However, to really make this strategy be more than just an organizational exercise, you need to actually USE these categories to funnel people into the offers that is right for them.
You can easily design and map your blog categories to specific marketing goals:
- Each benefit-driven category can be mapped to a specific lead magnet focused on that specific outcome. Every post in that category could then show a targeted lead magnet.
- You could map actual products/services to the categories. The posts in that category will put people into funnels which lead to the right offer for them.
This way, each blog post leads into your entire sales funnel structure in the exact right way for the benefit that reader wants.
With a system like Thrive Leads in use on your blog, it is very easy to map entire sets of opt-in forms to specific categories.
Having this strategically defined set of categories combined with a tool like Thrive Leads will give you the framework for one hell of a content marketing powerhouse.
You accomplish two things:
- You can increase opt-in rates because the opt-in is now tightly related to the BENEFIT the person was looking for on your site.
- By tracking which opt-in they used, you now know what that person is interested in. You can then follow up accordingly with more targeted email messages.
Not to mention that you can map each benefit-based category to an offer of some kind and increase conversions.