For many companies, blogging is akin to content marketing. Of course there are many other content marketing tactics besides blogging, but because of the ease of publishing, promotion and optimization, it’s one of the more popular ways to connect with customers through content.
And yet there are challenges for many of the businesses that rely on blogging as an essential part of their content marketing mix. If you’re not happy with the performance of your business blog, here are 4 basic, yet often overlooked steps for making your blogging more effective.
- Revisit Your Blogging Goals
There are a variety of possible goals for starting a business blog. It’s important to evaluate progress towards that purpose and to make a shift according to your audience and business needs. Common goals include:
- Anchoring content marketing efforts for customer attraction, engagement and lead generation
- To promote company culture and vision to inspire current employees and attract new candidates
- A customer communications and feedback mechanism where the company presents ideas and readers can provide feedback
- Who is Your Audience Again?
Once you get a good idea of blog goals and purpose, identify broad audience types to flavor editorial and voice. Typical audience types include:
- Industry constituents
- The media
- Make Sure Relevant Content Rules the Kingdom
Once blog goals and purpose are established or revised and you’ve refined who your target audience is, it’s time to evaluate blog content. A few tips on creating blog content:
- Follow an overall theme aligned to your target audiences and business goals
- Publish regular features on a consistent basis (Tactics Tuesdays, Friday News Roundups, Thought Leadership Mondays, Guest Posts Thursdays)
- Optimize for discovery (search, social, subscription), engagement (topics, format), action (share, subscribe, inquire, refer)
- Adjust Measurement and Optimization Best Practices
Any updates to the purpose and target audience for a blog must be followed by an evaluation of how key performance indicators are being monitored and performance optimized. A few ways in which blog effectiveness can be measured include:
- General web analytics (visits, referring sources, content consumption, actions taken)
- Search visibility and performance
- RSS feed or email subscriber stats
- Social shares and mentions
- 3rd party pickups of your blog content (blogs and industry media)
- Inbound links
- Actions – registrations, downloads, referrers to the corporate site and landing pages, forms filled out for inquiries
By taking a proactive and flexible approach combined with ongoing analytics and refinement, there’s no reason a business blog cannot be one of the most productive tools in your content marketing arsenal.
Subscribe to our blog that provides insights, resources and commentary on a range of digital marketing topics.