Shark Tank investor, Robert Herjavec, told CNBC in March 2020 that his “mandate for every business is survival”.
First, what is a blog?
Defining what a blog is can be complicated. When the idea started in 1994 it was primarily used as an online personal journal. In 1997 the idea was coined weblog. With the word being a bit cumbersome, it was finally condensed to “blog”.
By then the technique of blogging was used for sharing information, as well as journaling.
– Content marketing uses blogs and social media posts to subtly gain interest in a business’ brand and to encourage awareness for its products and services.
– Blogging has become a vital resource for businesses to be found on the internet.
– Many of us have personally referenced blog posts for information that we needed on a wide variety of subjects.
For a business, a blog can make the difference between connecting with your target audience or being invisible.
Content marketing strategy – need some!
The statistics show blogging to be an extremely effective content marketing device.
It will make your business website more searchable and engaging.
Whether utilizing a blog with your company website or simply as the website, you can watch the traffic flow through your site. This is important to understanding where there may be an issue, such as page errors, that are disrupting the flow of traffic and causing it to exit. This makes it a powerful tool to efficiently reach your focus group of customers and turn them into paying customers rather than simply losing them.
According to the statistics:
- There are 70 million new WordPress blog posts each month.
- A total of 77% of internet users read blogs.
- An impressive number of 79% of consumers spend time researching purchases online before they buy.
- Of online purchases made, 61% say they based their purchasing decision on the recommendation from a blog.
Considering these figures, you can see why it does make a difference if your business has a blog or not and how vital that it stands out in such a crowded information stream!
Keys to blog success
Each business determines what they use to rate the success for their own blog. For many, it is based on their blog’s Return On Investment (ROI).
One simple rule for ascertaining the ROI is:
Return = Paying customers – Investment
– The investment cost for the blog depends on how much goes out for the creation and maintenance of the blog.
– The paying customers are the people that were influenced to purchase based on the posted content.
Hubspot found that the use of blogging is in the top three (3) chosen methods for current content marketing. Because it works!
– The content
With SO much content available, it is very important that it catches readers’ attention and holds their interest.
The average blog is short whereas the lengthier and more thorough blogs receive more appreciation. It is cheaper and easier to write short posts. It is also cheaper to go with writers who shotgun out online material.
Decisions need to be made not only on blog length and subjects considered, you have the choice of whether to hire a professional blog writer and if you will accept or seek out guest posts. Among these professional writers, you can either select ones that will quickly slap out posts, which is usually faster and cheap. Or, you could select writers that will properly research and form the thoughts to be posted including the use of SEO. The choice made here can be seen in the response of the blog as either brilliant like in a shooting star or one that is lackluster and generates no brilliance.
Another important feature of quality content is the effective use of images. They not only break tedious verbiage they make the posts more interesting and engaging.
As the saying goes “a picture is worth a thousand words”. So be sure the images “say” what you mean. This is especially true considering that readers tend to average only 37 seconds on a post. So the image will give you the opportunity to keep the readers’ attention and make a more lasting impression.
This does take a little time to develop and patience is required.
That is great. How do I get my blog in front of readers?
“The simple act of paying attention can take you a long way.”
– Keanu Reeves
To begin getting the readers’ attention, it is necessary to get the blog in front of readers. To get it where they are.
Since you have ensured the best SEO techniques have been used, it is time to consider what social media platform you want to work with.
There are a number of platforms to choose from. Each has its own style and form of communication to reach its audience. For example, YouTube uses videos. This gives an excellent way of introducing customers to your business, to new products or services and to showcase your knowledge and expertise in your profession.
To grow a regular following and customers that are watching for news and updates from your business requires posting regularly. The frequency can be determined by what you have to post and the needs of your focus group. The recommended minimum is four posts per month. When growing your audience, more frequent posting may be advised.
It is a good practice to encourage subscriptions to your blog. This allows for several things including notifying subscribers of new posts, for direct marketing, and develops a list you can employ for additional income by informing your subscribers of offers and special rates from choice affiliates you work with.
Sometimes we shy away from getting comments from others. Sometimes it really is not what we want to hear. Encouraging reader interaction through the use of polls and reader comments is a big one for customer service and to get some input on customer reactions. This in turn can generate engaging conversations and goodwill. This will also work toward building a following that look forward to what is happening on your site and will check in more consistently to see what is going on.
These keys will make your blog even more successful.
Gather a team
Forbes discussed points in making a business successful in our challenging times. One point they emphasized was “hiring and managing a team”.
Working with team members allows you as the business owner to focus on what you do best in your business. It will also help in better managing the stresses inherent with business ownership by handing off pieces that need attention to skilled members.
– Have to put in a plug for myself here! Please consider me for areas of content writing. You can see samples of my work here. You will notice that there are a variety of lengths included in these samples. When you reach out, I will respond promptly to your e-mail!!
To do this, where do I start?
It is excellent that you want to get in and explore how content marketing and blogging will impact your business!
There are several programs of study available. An excellent course is thru Earn More Writing. I have completely enjoyed their training and support community. The tips outlined in the course are really on point! The link above takes you to their course that is focused on blogging. When you sign up with them, be sure and connect with their wonderful Facebook group where you can bounce ideas around with the support community.
If you do not have a site yet, there are several starting points to choose from. WordPress is one of the most popular Content Management Systems (CMS) for blogging. A CMS takes the dirty out of website work and takes the heavy programming down to where only tweaking is needed to get full site functionality.
A CMS does need a bit of time to pull it all together and requires a host which it can be installed on. A host is like the train that provides the motion and direction for its attached cars and the items held within them. From there, you need to select a theme and what plugins to provide the juice for the site you want.
An option that provides less originality but is faster to get up and running is SquareSpace. It is a more out-of-the-box option with less of a learning curve.
There are others and it just takes some research to determine what is important for the site you want.
With the consideration above, you now have the door opened to your success in content marketing with blogging.
Now get out there and see what it can do for you!