by Alonso Chehade on August 17, 2011
Blogging can be a powerful way for your business to attract potential customers through useful content. The added bonus is that a well-optimized blog can help your business rank higher in the search engines, and shape your company’s online reputation. As an example, consider the inspiring blogging success story of River Pools and Spas, a small business that sold swimming pools, which grew its reputation and became one of the largest pool companies in the United States by blogging two to three times a week!
In 2013, 58% of the US internet population is projected to be reading blogs on a monthly basis. The opportunity continues to grow for those who decide to jump on the blogging wagon, but for a blog to be effective you will have to be ready for a long term commitment with your writing efforts if you really want to see results. That said, I thought I’d share three best practices you should keep in mind when creating your business’ blogging strategy:
During a presentation at OMS 2011 in Seattle, Rand Fishkin of SEOmoz explained that the value of your content can’t just be good enough but it has to be “truly impressive” if you really want to get some ROI from it. He mentioned spending 5-6 hours on each quality post. This level of time and energy investment may not be appropriate for all writers at all times, but it is a good point of reference to creating an insightful and engaging post. It is also a good idea to set up an editorial calendar to make sure that you’re blogging at least once a week on a consistent basis.
Finding out the topic that your prospects are interested in will open new doors to other similar conversations happening around the web. This is a great opportunity to amplify the impact of your blog by participating on forums or commenting on other blogs where the content of your blog could be referenced to add value to those conversations. Remember to optimize your content for search and to promote it through social media channels. One more thing, make sure your blogging platform is clean, easy to navigate, easy to share and don’t overcrowd it with social media plugins.
When readers comment on your blog that means your content was valuable and engaging enough. When that happens, make sure to reply promptly and provide a thoughtful answer when asked a question that demands one. Make sure to make everybody feel important and show them you value their contribution and provide value back to them without selling them anything directly. Yes, that’s the difference between pushing and pulling.
Are you already blogging for your business? We would love to hear from you about what’s working for you in the comments below.
Photo Credit: Freddy
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