Don’t change your channel, change your strategy.
By: Amy Soper
So, you have a blog (or maybe you don’t), but you’re not sure you truly need it as part of your marketing strategy. You’re posting content, but you also have a website, social media, advertising, brochures, and other materials. You may be asking yourself if it’s worth devoting resources to yet another channel.
It can be—if you do it well.
A blog is a powerful tool in a robust search strategy, a forum to position your company as a thought leader, and a distribution channel for other content you’re already producing.
Three elements of a powerful blog strategy
Consistency. Make no mistake, running a blog is a commitment. You can’t post whenever you feel like it—readers expect regular content and will quickly forget about you if you don’t post on a consistent schedule. It’s better to post once a week, for example, than at random intervals.
Keywords. Topics covered in your blog should tie into your keyword strategy. Why? Because if a potential customer types keywords from your blog into a search engine and your blog is listed, you’ve created an instant connection and a potential inbound prospect.
Distribution. One of the worst things you can do is create a blog and forget about it. Post regularly to make it work for you, and make sure people know about it. You already know customers can find your blog through search engines, but you also can lead them there by promoting your content through social media channels. And, if you’re struggling with content creation, take a look at materials you’ve already produced. A blog is a great place to repurpose relevant content you’ve already created.
Get posting now! Share a video, infographic, or white paper, and see what blogging can do for your brand.