Blogging has been around for almost ten years now, and businesses big and small have been increasingly creating new content. According to the University of Massachusetts Dartmouth Center for Marketing Research, Fortune 500 Corporations with Public Facing Corporate blogs have more than doubled in the last five years. In addition to just having blogs, they are also posting more frequently and some are gaining big traction.
The blog can be a powerful asset to a company socially, especially in a hub-and-spoke model, where the blog is the centerpiece to all of their messaging through social media channels. By putting new and unique information on their blogs and distributing it through sites like Facebook and Twitter, they are both generating more brand recognition and increasing the SEO for their site.
In order to create more engaging content, there are a few things a business blogger should keep in mind.
- Make an editorial calendar to keep the information your customers desire aligned with your business objectives.
- Plan and manage a content calendar that can be adapted and optimized to keep up with SEO and conversion methods.
- Make your blog more conversational by co-creating and curating content around a community.
- Use visuals whenever possible. Images and videos have greater impact, reach and engagement.
- Leverage the consumer journey and content lifecycle analytics to find your best performance opportunities, but don’t sacrifice your brand messaging and consumer engagement to adhere to it.
By putting these techniques to use, any business can increase the return on investment of their blog, increase site visits and allow consumers to engage more with the brand.