The year is 2018. It’s no secret that online marketing has become a priority for many businesses throughout the western world.
Yet, one aspect of this digital phenomenon has, is, and will continue to be completely under utilised by most businesses, large and small.
That aspect, ladies and gentlemen, is Blogging.
WHAT IS BLOGGING AND WHY DO I NEED TO DO IT?
Otherwise known as Content Marketing, Blogging takes its form in many ways. News, guides, advice, assessments, stories, journals, and everything in between.
So, why is running a Blog worthwhile to your business? Well, the most obvious reason is website traffic. Traffic you can then nurture towards buying your product, subscribing to your service, or supporting your cause.
Converting internet traffic is something we’ll have to cover in another set of articles due to it being a broad subject, but keep it in mind when you begin to setup/edit your website.
To show you an example of just how awesome Content Marketing can be, have a look at this :
The graph shows the amount of monthly organic traffic (search result traffic) that we received each month during 2017.
To be quite honest with you, we haven’t even been taking Content Marketing that seriously, with only 64 published articles on our Blog (at the time of writing).
If that isn’t testament to the power of Blogging, then I don’t know what is.
HOW CAN I DO CONTENT MARKETING/BLOGGING?
A question that has been answered many times, in many different ways, by many different people. The reality of Content Marketing is that there is no pathway that’s set in stone.
What I mean by that is, what you want from content marketing will differ from other businesses, even if by a small amount. For example, you might run an online shoe selling business, therefore it makes sense for you to write shoe reviews.
Another idea for an online shoe selling business would be to write articles like ‘Top 10 Shoes for the Summer of 2018’. Regardless of product or industry, there are countless blog post ideas for you to conjure.
Something that is often talked about in articles like these is SEO (search engine optimisation) and keyword research (the process of finding terms that people are querying via search engines). This can be a somewhat scary prospect for those who don’t have a wealth of digital marketing experience.
Many digital marketers don’t even begin to write content without having done some extensive keyword research. What I’ll say to you, is that you can do very well at Content Marketing without any keyword research whatsoever, as long as you’re smart about what you write.
Create blog posts that adhere to a particular niche. Going back to the shoe example, you could write a review about a new shoe that not many other people have blogged about.
Alternatively, you could write about niche subjects within your industry. Have a good think before you put pen to paper!
Moving on, let’s say that you now have your idea and you’re ready to write. Huzzah! Arguably, the hard part is now done. But, you still have to produce an awesome piece of content.
If you’re not much of a writer, this can be daunting. Much like anything though, you’ll improve with each blog post that you create. The key is to get started and begin putting your work out there.
The ideal length of an article is disputed throughout the digital marketing world, but I’d advise that you keep each post at a minimum of 400 words. That being said, don’t add filler content just to reach that amount. Quality over Quantity still applies!
Try to include imagery or video within your pieces. These help to keep readers hooked, whilst also being another beneficial search engine ranking factor, so long as you remember to add Alt Text to your imagery.
For extensive stock imagery resources, check out our Digital Marketing Tools list.
Once your new article is finished, use Grammarly to check that all of the Grammar is correct. You could even ask a colleague, friend or family member to read your content for feedback.
Now that’s all said and done, you should be ready to publish your new article.
PUBLISHING TO YOUR BLOG AND FINAL TASKS
Depending on how your website is set up, the process for uploading a blog post will differ. With a bit of luck, you’re already using WordPress or a similar CMS (Content Management System), which will make the task quick and easy.
Tip: If you’re using WordPress, install the Yoast SEO plugin, an extremely handy tool for ensuring that your articles and pages are well optimised.
Make sure that all of your imagery is as small (in terms of file size i.e. 300kb) as it can be to maximise page loading speed.
You can check how fast a page loads on your website, as well as get tips on how to make it faster by using Google Pagespeed Insights.
If your website does happen to be slow, you can speed it up dramatically by utilising a cache plugin. If you’re using WordPress, a good cache plugin is W3 Total Cache.
Once your new blog post is published and well optimised both in terms of SEO and speed, you can now try to get some initial backlinks to help get it off the ground.
A good strategy for procuring backlinks is to email other blogs related to your industry and ask if they’d be willing to include a link to your new article. Often, they’ll want something in return, so you could offer to do the same thing with one of their articles.
There are many other strategies that you can utilise in order to procure backlinks, but if you’re a small business that hasn’t got the time, don’t worry about it. As long as you write good original content that offers value, people will link back to your post organically.
Tip: Don’t forget to share the content that you’ve written on your social media channels! Check out our guide on how to get Twitter followers.
So that’s the general process of Content Marketing. Of course, there are many more things that you can do to enhance this process and maximise your results, but it all depends on how much time and/or spend you have.
Repeat this many times over and you’ll have a consistent stream of people visiting your website via your blog everyday.
If you’re interested in reading more on this subject, we published an article regarding what we discovered after a year of blogging that you might find useful.
Thanks for reading and if you have any questions, leave a comment below and I’ll get back to you!