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Internet Marketing June 23rd, 2011
Blogging is a lot like a relationship – it takes time to build one, you need commitment, and you’re going to have to be creative, but in the end, the benefits far outweigh the work. Having a content rich, focused blog can pay huge dividends for your business. Blogs not only make you appear favourably in the eyes of search engines, they’re also a huge benefit to business. A company blog is a great forum to provide added value to your current and potential customers by letting them know what you’re up to, what you’re excited about and what’s on the horizon. But how do you develop a strategy and keep readers coming back? Here are some tips for starting a blog that can help shape your company’s identity and increase the value of your website.
When you first start a blog it’s important to nail down your audience. Ask yourself: who is my target reader? What topics would they be interested in? What websites do they already frequent? What do they have in common? Am I writing to be found in Google and boost my page rank? Or am I just looking to convey the personality of the company? Or do I want to do both?
Be vigilant about gathering content, keep your antennae up, share knowledge across the company, realize that the conversation you just had about that latest iPhone app can potentially be turned into content for your blog. Your opinions also matter, have you read something that didn’t sit right? Is there something that’s changing the face of your industry? Again, all content that’s ripe for your blog.
Being the sole author of a blog can be tough. Not everyone has the time to post consistently (consistency is a must if you want to retain your readers). Sharing the load with others in your company is a great way to ensure fresh content and diversify the tone of your articles.
Things like embedded YouTube videos, slideshows and pictures help add variety and create a visual element that can help enhance the content of your blog. Take the time to find imagery and the analytics will show you that people will spend more time on each blog post.
Add Google Analytics tracking code to your blog and you’ll be able to get an idea of which posts are being found in search engines, what posts are the most popular, how many unique visitors your blog is getting, etc. Gathering all this data can help shape your content going forward, giving you an idea which subject matter resonates most with your audience. If you want to make sure your analytics code is implemented properly, try using our GPablo Google Analytics tracking code analyzer.
Don’t stuff your posts with keywords, but don’t leave them out either. If you’re just starting out try throwing in some longtail keywords that have relatively low competition in search engines. Remember that Google is looking for content that’s useful to a person who’s searching for those keywords, not an article that’s stuffed with them.
Assuming you’ve read this entire post, you’re either really serious about starting or maintaining a blog, or you’re my mom. Either way, I hope these tips will boost your productivity and help you create content that adds value for your customers.