With the New Year drawing closer, many people are carefully considering their New Year’s resolutions. Effective blogging is integral to a successful inbound marketing strategy, and high-quality, relevant, and information-rich blog content will continue to wield significant influence in 2013. No matter what industry you are in—whether your organization operates in the business-to-business or business-to-consumer space or as a non-profit or educational institution—you should definitely be producing engaging blog content. Each thoughtful blog article is a public demonstration of your thought leadership and professional insight and a rich avenue for higher lead generation. Commit yourself and your company to some blogging New Year’s resolutions. High-quality business blogging has real value, so start 2013 off right by taking your blog and business as a whole to a higher level.
Blogging New Year’s Resolutions
1. Creating Highly Clickable Titles
Failing to choose enticing titles for your blog content can have serious consequences, including lower numbers of views and reduced SEO and social sharing. Your titles should appear “highly clickable”—advertising must-read content. While keywords are important, you should not jam-pack your titles with keywords, if it would leave them too long and awkward-sounding. Effective blog titles are clear, concise, highly relevant, actionable, authoritative and intriguing. The more clickable your titles, the more your blog posts will be read and shared on social media channels, which can increase traffic and generate fresh leads.
Not having a consistent blogging schedule can cause decreases in readership, subscriptions and website traffic. Blogging often is best. The more often a company blogs, the more traffic and leads it will be able to produce. According to Pamela Vaughan of HubSpot, companies that update their blogs at least 20 times per month generate over five times more traffic than those who blog less than four times per month. Companies that blog at least 20 times per month also generate four times more leads than those that do not blog. The reward for sharing useful, information-rich blog content on a frequent and consistent basis is improved SEO, increased website traffic and higher lead generation.
3. Effective Promotion
Not having a strategy for sharing and promoting your blog content will cost you views and lead generation opportunities. Commit yourself to regularly promoting and sharing your blog content across multiple channels. Syndicate your content on sites like Business 2 Community and Social Media Today; share your content on all the major social networks, including Facebook, Twitter, LinkedIn and Google+. Leverage your content with your professional network of industry contacts. Identify the top influencers and thought leaders in your industry, and start communicating with them. Comment and ask questions across all your channels, and include links to your content. This will add to your online influence and status. Klout is a great site to explore and identify influencers.
4. Covering a Variety of Topics
Your blog should focus on a wide variety of relevant industry topics, including commentary, industry news and trends and best practices. You can also inject freshness into your blog by varying content form. Of course, blog posts are necessary. However, you can experiment by sharing video content, webinars, presentations and infographics via your blog.
You should not close the comments feature on your blog. Letting clients and prospects add comments fosters increased engagement and dialogue about your blog content. Resolve to monitor blog comments and reply in a timely and thoughtful fashion. You can prompt conversion by posing questions within your blog content.
You want to harness the power of your blog to help your company or organization get found by search engines. Part of that is creating highly shareable content that will travel far through social media and syndication websites. However, you cannot neglect regular SEO considerations, when it comes to your blog. Keyword research is critical. You do not want to waste time writing about topics, which no one will care to read or share. There are three places that are most important to optimize for keywords: the page title, the header or H1 tag and the blog title. For example, if you are blogging about small business lead generation, you need to include these words in the same order in all three places. However, do not let these guidelines deter you from creating highly clickable, must-read titles.
Resolve to follow these blogging best practices to amplify your reach and incite increased traffic, higher lead generation and more new business. What are your biggest blogging challenges?