Blog

Aaron Upin
November 22, 2017
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Blogs provide marketers with a creative outlet for posting articles, videos, infographics and other visuals online. Instead of waiting for a news outlet to pick up a story, an organization can publish its own content directly to a blog.

Blogs for businesses

Businesses can include a blog on their website, but it will be most effective if marketing teams regularly publish new posts or update and optimize existing ones. Fresh content is a positive SEO characteristic and blog posts can be developed and optimized to perform well in search engines. The result of a high-quality, properly optimized blog is the chance at a higher SERP ranking, more traffic to a brand’s website and potentially more leads.

Relevant content to generate leads

Blog readers can convert to leads by signing up for an email newsletter to receive blog updates on a regular basis. Or a reader can download a piece of gated content linked in a blog post. For these actions to occur, the blog must contain relevant and useful information to a brand’s audience.

[FREE EBOOK: How to accelerate lead generation with blog posts and other content]

For example, if a personal trainer writes a blog, it must be about fitness, exercising and overall health. There should not be posts about the top 10 places to travel to. Travel is not relevant to personal training. However, this topic could get more specific to the personal trainer’s industry and local audience by covering the best places to work out in their state.

Connecting with an audience

Google constantly changes its algorithms, so blog posts that may have received a lot of organic traffic three years ago may not get as much traffic now. Keeping up with current SEO trends and best practices will prevent blog content from going stale.

Though the best-performing blog posts will take time to produce, regularly optimizing them and tracking blog performance will pay off with long term traffic and little to no effort down the road.

[RELATED: Track blog performance with this simple and free reporting template]

Multiple uses

In addition to producing blogs for organic search traffic, they’re also a good resource to post on a brand’s social media channels. The best blogs for social media incorporate attention-grabbing headlines that usually include a number or create a sense of suspense. Tracking performance will help determine a stronger social media strategy for what type of blog topics and formats resonate with a brand’s audience.

Marketers also commonly link to relevant blog posts in other content marketing materials like email campaigns and eBooks. Blogs can also be used as a resource by sales teams and project managers to help answer clients’ questions.

Maintaining an editorial calendar

Many marketers use an approach practiced by newspaper and other publishing editors to stay on track with blog and content production: maintaining an editorial calendar. Some use an Excel spreadsheet to keep track of content, but there are also tools, like a content marketing platform, that help schedule and manage blog posts and other content. These tools help with planning, scheduling and publishing content to keep up with a regular publishing cadence.

Aaron Upin November 22, 2017

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