How To Promote Your Business With A Blog
How To Promote Your Business With A Blog
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A blog is an easy and cost-effective way for a business to gain visibility on the Internet while providing a method of interaction for customers. Many business sites contain evergreen content, which means it can grow stale in the eyes of the search engines. Blogs utilize keywords along with fresh content, which keeps the web presence attractive and interesting for all visitors. The following explains how a company can use a blog to its best advantage.
Plan the Content
A blog has no value unless it is current. Using a calendar to plan content each month will help determine the right number of posts each week and the topics that should be covered. This acts as a fallback when creativity is lacking, and keeps everyone on track with deadlines. The calendar will also aid in staggering content that is related to specific seasons or holidays.
The Seven Types of Content
When it comes to specific content, there are seven strategies that work well for business blogs.
• Promotion of the company's services and products.
• Guidance, tips and advice to present the business as an expert in a certain niche or field.
• Announcements regarding product launches or the completion of projects.
• Upbeat articles about how the company went the extra mile for customers.
• Engagement with customers, such as questions and answers.
• Publicity regarding recognition or accomplishments.
• Listings of available job positions in the company.
Marketing a business through blogging requires the use of keywords. This is true of titles, categories and tags. Doing research into the company's particular industry or intended audience will provide insight into which keywords will bring the best results. Google Insights is an excellent tool for this task. The keywords should be used naturally throughout the content without stuffing or forcing. A marketing agency may also be helpful in getting a company website and blog launched and heading in the right direction.
Link to Similar Blogs
If there are other blogs in the same industry, writing about them in blog posts can help to drive traffic to the company site. It is best practice to leave a favorable comment that includes a link back, encouraging visitors of that blog to look for further thoughts and insight. Linking includes the use of pingbacks and trackbacks, which are certain types of links that inform a blog owner that someone is talking about the content. These links can be set automatically by blogging software, such as WordPress.
Offer to Write Guest Posts
Company bloggers who wish to expand the business's sphere of influence can offer to write guest posts on other industry blogs, especially those that draw a large number of visitors. Blogs that are popular often seek out fresh content and perspectives from a variety of experienced voices. One approach is submitting a post to a blog that represents a separate but related niche. As an example, a real estate expert could offer information regarding home improvement and how it raises a home's value and curb appeal. All guest posts should include a trackback to the company website.
Use Social Media
Each time the business publishes a blog post, the link should be distributed to social media channels. First and foremost is Facebook, as it has over one billion users worldwide. Twitter and Google Plus offer two more avenues for a post to go viral. LinkedIn is also a valuable site for distribution and discussion of the company's work and vision. Using social media often requires a great deal of strategic planning, which is another area where a professional marketing firm can be of help.
Tumblr is a newer, unique blogging platform that focuses on the resharing of content. A hybrid between traditional blogging and social media, Tumblr offers a built-in community, easy reblogging with attribution and intuitive communication tools. Many businesses integrate Tumblr with WordPress blogs to extend the reach of content to a younger and hipper demograph that might not be attracted to a standard company website. Tumblr does require a commitment to reblogging in order to keep the content fresh and engaging. WordPress offers several plugins that will post content to Tumblr automatically.
Build a Useful Blog
A company blog is only as good as it is useful. A simple layout that focuses on content while offering extreme usability is the goal. Visitors should immediately know what the blog is about and be able to read, search and explore categories and archives. Each post should have a form for commenting, and there should be multiple sharing options to social media channels. It can be useful to moderate comments to weed out negative activity and protect the community's reputation.
A company blog represents a brand and a reputation. With careful planning, research, fresh content and a strong social media presence, the sky is the limit.
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