Deep Secrets of Successful Blogging
Let me present you the Ultimate Promo SEO Guide to Blogging! Whether you’re new to online blogging or a more experienced content specialist, this guide will give you the practical advice you need to help manage your blogging efforts throughout each stage of its lifecycle.
From creating your blog to gathering huge content to leveraging and distributing your posts for maximum impact, i got the tips, case studies and tools you need to build and maintain a successful blog that benefits you and your business.
Blogging Statistics, Facts and Insights (and what they mean to you) in Deep Secrets of Successful Blogging Tips and Tricks
Fact 1: Blogging is on the Rise – For Almost Everyone: Blogging has been a steadily increasing practice for most companies over the past few years, regardless of size, specialty and location. 2011 was no exception, as B2B marketers increased their use of blogs by 27%, making blogs the 3rd most common Content Marketing activity (behind articles and social media).
What this means to you: If you’re not blogging already, and you have the capabilities to do so, you should seriously consider it because your competitors probably are, considering it too.
Fact 2: Company Size Matters: 68% of companies with 10 – 99 employees maintain a blog, with only 55% of the largest companies employing this tactic. This may be due to the fact that blogging is a relatively simple, low-cost content activity that can have significant SEO and lead-generation benefits if done right. And, as a powerful inbound marketing tool, your blog can serve as the magnet that draws customers to your site, eliminating the need of more expensive or time- consuming investments like customer communities or white papers.
What this means to you: If you have a lean department with even leaner budgets, you may want to consider using your blog as the core pillar of your online marketing strategy.
Fact 3: Companies are Getting More and More Confident in Their Blogging Capabilities: While in-person events and webinars are still perceived to be the most effective content marketing tactics, on average, blogging experienced a 45% increase in how effective marketers felt the practice was.
What this means to you: If you haven’t started blogging and feel overwhelmed by the thought of it, don’t fret. It gets easier, and in a relatively short period of time, you will also likely feel that it’s becoming more effective. Practice makes perfect, right?
What does all this research mean? It means that the case is there for you to begin or enhance your blogging activities because most other companies in the marketplace are doing so in increasing numbers. Why? Because as we’ve touched on in the statistics above, blogs are extremely powerful, low-cost and can meet many of your content marketing needs in one shot. As Heidi Cohen states in the article: “12 Reasons to Put Blogs at the Center of Your Content Marketing”: Deep Secrets of Successful Blogging
Blogs are so popular because they are the optimal choice for your content marketing hub – acting as content chameleons that combine the strength of social media with old-fashioned print-publishing functionality. The reality is that in today’s content-driven world, while you may view yourself as a marketer, you’re really a publisher. You must provide relevant content for your prospects, customers, and the public who – according to Ipsos’ research spend over 10 hours a day consuming media.
To break it all down, here are the top 12 reasons why your company should invest in blogging, or take your current blogging activities to the next level.
Oftentimes these reasons are also used as the starting point for convincing your executives to make an investment in blogging.
- Blogs are an easy-to-use CMS (aka content management system). Blogs require limited training and/or technical skill to use while providing flexibility to update or modify content quickly. As an added bonus, blogs are inexpensive.
- Blogs are part of a company’s owned media. Blog content is owned by your organization and can be integrated into your website. Unlike other third-party and social media outposts, you don’t need to worry about whether they’ll disappear or go out of business. A blog can serve in lieu of a website.
- Blogs provide branded context for your content. As part of your firm’s owned media, blogs offer a branded context for your communications through the use of blog design elements that can be exported with the content. You can extend your brand without paying for third party media.
- Blogs integrate your brand into your content marketing. Beyond the blog’s branded context, blogs create a blog personality with a unique voice. They offer communications transparency and the opportunity to write in a conversational tone that makes your brand feel “human”. Just be sure to avoid content that is clearly self-promotional, and ensure your blog personality is integrated with your brand personality across other social media platforms.
- Blogs enhance search optimization. Through their keyword-rich content, architecture and cross-linking to other content on the Web, blogs support search optimization efforts. (Note: This assumes you’re using your own domain not a free third-party blogging platform.)
- Blogs are a 24/7 communication platform. With an increased need for real-time communications, blogs are a great place to quickly publish favorable content about your brand or respond to evolving issues. Plug-in software can automate your editorial calendar.
- Blogs support an array of media formats. For distributing branded content, blogs simplify the uploading and management of text, photographs, graphics, videos, audio, presentations and PDFs. When creating offline content and events, consider what kind of online content can go on your blog.
- Blogs facilitate content distribution through multiple channels. Blogs can expand your message delivery through email and RSS feeds at no additional cost. Blog posts can also be automatically collected into email digests.
- Blogs supply content for social media interactions. Blog content is a currency for social media engagement on social sharing sites such as Twitter and Facebook. Make sure to include icons and tailored calls-to-action. (Remember, these shares translate to earned media impressions (aka free.)
- Blogs provide a targeted location to direct prospects and customers. With a URL or QR code, you can direct prospects, customers, and the public to your blog from other forms of content marketing. This gives you a way to connect the various components across platforms.
- Blogs are flexible enough to support diverse initiatives. Blogs can help companies achieve a variety of corporate goals, such as providing product-related content, answering customer questions, attracting new prospects and hosting an executive platform.
- Blogs provide metrics that you can use to track content marketing to business goals. As with any business strategy, it’s critical to monitor your progress. There are a variety of metrics to assess your blog’s effectiveness, which we will cover in more detail in this guide.
To sum up, putting a blog at the center of your content marketing strategy is a sound idea. It provides a branded environment that’s optimal for your content and aligned with your corporate goals. Even better is the flexibility that blogs provide and their ability to be integrated into your social media strategy.
Calculating the Costs of Having Quality Content on Your Blog - Deep Secrets of Successful Blogging
Calculating the cost of your blog is a challenging task as it’s very dependent on the types of platforms you use or resources you employ (for example, many standard WordPress themes are free while other complex content management systems may be very expensive).
These costs can vary greatly from company to company depending on your needs, location, or size, so rather than getting too granular, let’s start with the basics: The content creation. Here’s an overview of how and why you should consider making room in your budget for high quality content creation for your blog. To be continued in Deep Secrets of Successful Blogging part 2.