Blogging - Modern Strategy for Driving ROI

The Hub of Social Media, SEO and Content Marketing

In Brief:

  • Blogging is not a direct monetization vehicle.
  • Blogging works extremely well with customer retargeting, reducing the urge to try to sell while writing.
  • Blogging must be personal, authentic and unselfish – readers can sense sales copy.
  • It is quite difficult to outsource blogging away from expertise at your company.

Consider the 80/20 rule for blogging… Focus 80% of posts on “you, you, you” topics (helping the customer) more than “us, us, us” content (talking about yourself.)

The Hub of Your Content Marketing Program

Blogs are super-simple structurally.  The platform gives non-technical folks a way to express themselves as they accumulate customer-centered content for their business.  They can do this anytime they want, without help from a web developer or PR person. This content that can be referred/linked to in subsequent sales activity and can boost their website’s rank in search engines like Google, which often favors blogs in their listings.  Combined with FAQ and AQ marketing, this can be a potential vehicle that’s relatively easy to manage.

The Retargeting Connection

Often readers of a blog will only visit the one post they’re interested in and leave.  From an analytics point of view, this looks like a “bounce” or single page visit.  But with retargeting and remarketing strategies, we can advertise to those who have read even one post.

The Social Media Connection

Blogging provides an important “hub” for your Social Media campaigns.  Posts are ideal for sharing and promoting social content and driving subsequent traffic into your sales process.  But as with all Social Media, selling inside the vehicle is rarely a good idea.  Authenticity and reputation building is the focus – using valuable content that people are glad they spent time reading.  Selling can come later.

The SEO Connection

Useful posts can be really good for link building – an essential off-page SEO factor – much better than other pages of your site.  If a post offers substance and unique content, other posts in relevant sites are much more likely to link to it than to a sales page.  The resulting link profile can then boost all elements of your site at once.  You can also use blogging to “shore up” areas of your business where you are not ranking well, by researching the areas of information need.

Getting Started

Most importantly you should first understand the purpose of blogging and the commitment it requires.  Once comfortable with that, we can set your company up on one of the powerful open-source blogging platforms and offer some basic blogging training mostly on how to find great topics (because the software is extremely easy to use.)

Blogging Elements

  • Define Search Audience

    Loosely categorize who exactly you’d like to visit your blog, and what kinds of things they are needing to know.  Then consider when they are likely to use the Internet to search for this and review what phrases seem to be popular.

  • Define Social Media Opportunity

    Blogs are outstanding vehicles for supporting Social Media marketing.  By sharing blog posts, you not only get the exposure on the Social Networks, but you also benefit from the click through to your site.  You must consider the differences between Social Networks, timing, and what kind of posts seem to encourage readership and sharing.

  • Topic Research

    Using “big data” and some state of the art tools, we will define a topic roadmap.  This shared document, which belongs to you, will help shine a light on where the opportunities are and where topics are somewhat saturated.  It also gives us a chance to guide the team in how to choose their own topics in the future.

  • Content Management System (CMS) Configuration

    Choose and configure a CMS that works for your team.  Each company has their own preferred workflow with different levels of approval required.  We will show you how to configure meta and OpenGraph elements so that the posts look great on Social Media, as well as how to choose headlines and title tags to increase click through rates.

  • Engagement

    As posts are distributed, the Internet will react.  Coaching a team on how best to engage with the different responses you’ll see can be very helpful.  Knowing how to monitor for responses across the web and where to respond can enhance public perception of your company.

  • Promote and Measure

    With the pieces in place, and the team blogging, we will want to review the effectiveness of the posts and paid promotion, especially remarketing traffic.  Measuring click through traffic on the website, shares and engagement can help us decide where to steer the blogging effort and budgets.