A Blog on Blogging – Part II

I said it before and I’ll say it again, this is a blog on blogging – part II. If you haven’t read Part I, I encourage you to head there first to read about why you need to blog. Here, we'll explore the keys to blogging success, focusing on how you should blog.

Keys to Blogging Success

As mentioned in Part I of this series, blogging isn’t something that you just throw onto someone’s to-do list. Just like any other marketing component, blogs should be thoughtfully planned and executed. Here are a few ways you can ensure you’re crushing the blogging game:

1. Keep It Consistent

You shouldn’t just have a blog to say you have a blog. It takes time and constant attention to do it well. Having an editorial calendar and posting schedule is crucial to maintaining a consistent flow of content. Readers should be able to learn your cadence and anxiously await your next post. If you’re just starting out, aim for once a week, posting on the same day at the same time each week. As you get into a rhythm and find your niche, try increasing the number of posts. Just remember that content is king – if you aren’t offering valuable content, readers won’t come back.

2. Create Content Buckets

Feeding off the last thing I just said, providing valuable content to your readers is the key to a successful blog. Your audience doesn’t want to read the same thing over and over again. They also don’t want to read something completely random, that’s outside your expertise. Stick to what you know and do it well. Below are three main content buckets every blog should use:

  • Tips & Best Practices – These are insights from your company and employees that readers will find useful. If you work for a company that sells refrigerators, you might write a blog about ways to keep your vegetables fresh or tips on prolonging the life of your water filter.
  • Thought Leadership – This is one of those buzz terms circling the advertising world, but what it comes down to is showcasing your expertise. If you work for an advertising agency, you might have an SEO expert provide some insights about the latest Google updates and how it could affect your advertising efforts. You aren’t giving away the “secret sauce” of what you do, but you are still showing that you know what you’re talking about.
  • Easy to Consume – It’s important to show that you’re smart, but it’s also just as imperative you connect with your audience. This can be done with a sense of humor, company culture or fun insights that anyone can apply to their life. Here’s a great example from Marketo, highlighting how to avoid productivity killers.

3. Make it Interesting

As a society, we have a million things vying for our attention. If you aren’t creating relevant and engaging content, your readers are going to move on. Now, you may be thinking, “Our product or service is boring.” No matter how unexciting your product or service may seem, there’s bound to be a way to have some fun with it. Take a look at Mighty Mug – a company that sells spill-proof mugs – who wrote a blog titled “5 Reasons Why You Should Care About Spills.” It’s written with a sense of humor but gets the point across. And it’s literally about spilling a drink…

4. Promote, Promote, Promote

You’ve launched a blog and made sure it’s awesome. Now what? You promote the heck out of it. Social media is the quickest and easiest way to get your blogs out there. Utilize relevant outlets to share your content, like Facebook, Twitter and LinkedIn. Just remember that all social outlets are not created equal. You’re thought leadership posts will be great for LinkedIn while showcasing a sense of humor is better suited for Facebook. Remember, blogging is all about strategy.

5. Optimize

You also want to make sure your blogs are optimized for popular search terms on sites like Google. If you have an SEO expert on board, be sure to bring them into this conversation.

6. Enlist Your Employees

The final key to promotion is employee advocacy. Think back to kindergarten when you painted a picture of what you thought was the most awesome tree in the world. You proudly brought it home and showed it to the whole family. Then I’ll bet your mom, dad or grandma hung it high on the refrigerator for all to see. That same sense of accomplishment arises when an employee sees their name published on the company website. They are proud to share it on their own personal social media channels and in turn, their mom, brother, sister, friend, etc. is more likely to engage and share the post as well.

Are You Ready to Start Blogging?

Blogging can be a powerful tool when proper care is put into developing and maintaining valuable content. Every company is different and it is important to determine if your company is ready to launch this content marketing initiative. If your company isn’t ready, that’s okay. Start outlining the steps you need to take to get you there. Need a little more guidance on the keys to blogging success? Contact us today!