Is it a viable marketing strategy?” I got this question recently, and it’s not the first time. It’s a fair question. There’s no magic bullet when it comes to marketing in general, and blogging is no different.
“Well, it depends.”
Blogs can either be a valuable addition to your website, or a huge waste of time. Which one depends entirely on how you use them. Avoid the traps of aimless blogging with these tips.
Make sure your blogs are related to relevant keywords for your site. Think about the questions you tend to get in the course of your day-to-day interactions with customers, clients and prospects. Answer those questions, one blog post at a time.
Write something useful.
Offer up something valuable in your blogs. This doesn’t necessarily mean that you have to give away your trade secrets – though some teasers don’t hurt – but rather offer related expertise that your clients will find helpful. Teach your clients and prospects how to identify when you can help them. Talk about your process.
Not a fan of writing? Operating by yourself? No worries. It doesn’t have to be all on your shoulders. Find a great team of local business partners – something you probably already have. Ask for guest blog spots. Not only is this great backlink traffic for the guest blogger, but it also means you don’t have to do all the content-creation heavy lifting by yourself.
Stay on a schedule.
How often should I blog? That depends on how fast you want to progress. Start off with a schedule of every other week, or even once a month. Gradually increase your frequency over time. Take advantage of a blog schedule. Or, get someone to help you. Here’s why:
B2B companies that blogged 11+ times per month had almost 3X more traffic than those blogging 0-1 times per month. (HubSpot, 2015)1
Keep at it.
Ultimately, blogging is a long-term, not a short-term marketing strategy. Regular content will help fill your site with information that’s useful to both your visitors and the search engine bots that index your site. Don’t get discouraged by early starts and stops.
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