Content marketing is the ongoing creation of valuable material that stimulates interest in your brand by educating your prospects, rather than explicitly promoting your business. It builds relationships with prospects over the long term. Your blog is the ultimate platform for these marketing efforts.
A business blog will establish you as an authority in your field, drive visitors to your website, grow prospect trust and user engagement, and generate leads and sales. It's one of the best content marketing tools your business has. So how do you ensure it creates as much value as possible for your business?
For your blog to be an asset to your business, you must prioritize consistent, high-quality content that educates readers and adds value to their lives. This means being clear about your blog's goal and your reader persona, and keeping the buyer's journey in mind in your posts.
Search engine optimization is something well worth considering in the planning stages of your blog... and then again with every post you write. This means thinking about keywords and keyword placement, long-tail keywords, strategic links, and more.
When a visitor lands on any of your posts, they should be on the threshold of a treasure trove of content written with their best interests in mind: compelling titles, immaculate copy written in your unique voice, about topics that respond to what your readers really want to know.
"Blog once a week?! I'll run out of things to write about!" We've heard it... and we haven't seen it happen yet with bloggers who pay attention to their customers and their industry at large. Strategies for creating new blog content include everything from crowdsourcing to reader surveys.
You've got your blog topics mapped out for the next few months. Now, how do you write post after post while offering your reader variety (and not boring yourself)? There are many blog post types you can choose from to get your creativity flowing and to help your content marketing efforts thrive.
While your blog titles should be compelling enough to draw readers in, your featured images will likely be the first thing a reader sees. These images should be unambiguous and relevant to your post, SEO friendly, reflective of your brand... and used legally.
By "good design and functionality," we mean that your blog content is intuitively categorized and easily navigable, your most valuable posts are readily available, your conversion paths are evident, your readers can interact with your posts, and the page is an aesthetic delight.
Once your blog content starts growing, you'll want to consider a deliberate promotional strategy to build your audience and reach prospects more quickly than your SEO efforts will. Methods include everything from guest blogging, to outbound links, to syndication.
If you're running a small business on your own or don't have in-house writers, you may need to hire a freelance blogger for your business. Where to search, how to write an effective job description, and what are the steps in the hiring process? Don't worry; we've got you covered.
We'd understand if you're overwhelmed by the sheer number of best practices we gave you in our business blog content. This checklist gathers them all in one place, and is the perfect resource for you to print out and keep near on your own blogging journey.