Dec 12, 2017 • Tricia McKim • Blog
Business blogging has become a key piece of many organization’s marketing mix and serves as an important tactic in the attract phase of inbound marketing. Through well thought-out, educational content, companies are able to attract the right people to their site and guide them to the next phase in the buyer’s journey – convert.
The benefits of blogging are numerous. Blogging:
- Establishes your organization as a thought leader
- Allows you to share important content
- Drives traffic to your website
- Generates social media shares
- Improves search engine optimization (SEO)
According to Social Media Today, blogs “have been rated as the fifth most trusted source for accurate online information.” In a world where people trust less and less, this is a powerful statistic. Blogs also help companies generate more leads, with B2B companies that blog generating 67 percent more leads a month than companies that don’t blog (Social Media Today).
So how do you create a successful blog that meets your business objectives? The magic is in these five keys to blogging brilliantly.
Five Keys for Successful Blogging
Understand your audience. Start with your audience persona in mind. Who is this blog for? What types of information does your audience want and need to know about? How can you create content that answers these questions and provides real value?
Share relevant information. Most of us are really good at sharing the “what.” We can describe important facts, features and benefits galore. But good content takes it further. It shares the “so what,” or why the recipient should care, and gives the “now what,” or next steps needed. All in a simple easy to understand format that uses everyday language and focuses on the recipient first.
When thinking through relevant content for your blog, consider sharing stories and testimonials, numbers and statistics, news and research, how-tos and behind the scenes looks. You can also think about the questions you often get in the sales process and start by answering those on your blog.
Remember, people skim. Make it easy for them to pick out key pieces of information. Craft your posts to include:
- An engaging title
- Call to action
- Frequent page breaks
- Internal links
- Bullets and bolding
- Social share buttons
Post consistently. One of the most frequent questions I get about blogging is “how often should I post?” While some may argue that the more posts you publish the better, I hold that quality wins over quantity in the blogosphere.
Sure, you can’t post once in a blue moon and expect a large following. But you don’t have to publish once a day, either. HubSpot shares that “Companies that published 16+ blog posts per month get almost 3.5X more traffic than companies that published between 0 - 4 monthly posts.” The key is posting valuable, high-quality content, consistently.
Promote and leverage your blog. “If you post it, they will come.” NOT. Simply posting your blog and waiting for organic traffic won’t cut it. Your blog content should become an integral part of your omni-channel marketing. Push your posts on Facebook, Twitter, LinkedIn and other relevant social media platforms. Provide your sales team with sample copy and a link to the post, and ask them to share with relevant clients and prospects. Include links to your blog posts in newsletters and strategic email marketing campaigns. Ask your team to share posts on their own social platforms. By promoting your posts you’ll drive more traffic to your site.
- Measure what works. Don’t set it and forget it. Continuously analyze your blog to ensure your content is meeting the needs of your readers. Use this knowledge to align your content marketing goals, inform your next round of content creation and prepare your marketing strategy going forward. You can track:
- Visits to your blog post
- Bounces on your posts
- Comments on the post or on social media pages
- Shares on social media
A blog is an important tool for attracting new prospects, engaging with your audience and providing valuable information to help solve a challenge. Follow the tips above and see how blogging can help grow your lead list and, ultimately, your customer base. For more information on inbound marketing, continue reading our blog, or contact us to discuss your specific needs.