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Don’t Need a Blog? Think Again

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When it comes to creating a website, you may feel that blogging isn’t high on the list of priorities. It may therefore surprise you to learn that blogging is an integral avenue through which to increase traffic to your website. In fact, blogging benefits your website in a variety of ways. But it’s important to remember that successful blogging doesn’t happen overnight, and takes a huge degree of hard work.

By adding a blog to your website, you have the perfect opportunity to be seen by users as an expert – and an authority – in your field. Regular blogging enables you to reach out to both existing and potential clients, and establishes a place on your website which is a more lively and friendly place to be. As such, you will be able to build a following of readers or visitors who will return to your blog again and again, as well as interact with you through the comments section.

To many, blogging can be seen as an online documentation of work – this again is all part of establishing you as an expert in your field. If you are a regular blogger and you provide your readers with a variety of consistent content, they are sure to return to your site regularly, and even share its content on social networks.

If you are adding a blog to your business’ website, it can demystify your business by making you a lot more approachable – especially if you use a variety of embeddable content. Videos, pictures and sound clips are all ways in which you can make your blog stand out from the rest. Check out this short guide on how to make your post stand out with embeddable content.

Blogging is a great way of communicating in a timely fashion and providing readers with news and special offers. Some posts can generate a great deal of traffic, much of which many never have found the main website otherwise.

What are the advantages of blogging to SEO

  • You can target more keywords, with each post effectively a new page that can be optimised to target particular terms.
  • Websites with blogs attract more links than sites without a blog. This is especially true with commercial sites, with people more likely to link to engaging informational content than your homepage or a product page.
  • Search engines like fresh content. Blogging is a great way of encouraging you to consistently create fresh content. The more keyword-rich content you produce, the better off you’ll be.

Blogging tips

  • You must write regularly. Leaving yourself time to write and update your blog is highly important. Schedule a day to write and stick to it.
  • Quality content. If you struggle to create your own content, it might be worth investing in a writing agency or professional copywriter to assist you. Quality content is highly important when it comes to blogging. And, while anyone can create a blog, it’s the content that defines whether your blog is good or great.
  • Be realistic. Don’t expect to gain lots of followers overnight because, more often than not, you won’t. You must keep your expectations in check and really think about what you want to achieve from blogging – not everyone blogs for the same reasons.
  • Be different. Don’t be afraid to use your own writing style. Writing for a website is a lot different to blogging, so you need to try and find your own voice. Do your research and look at other blogs for a bit of inspiration.

 


About the author

Tom Black is Head of Search at Bootcamp Media Limited, an online marketing and web design agency based in Birmingham.

Where next for content marketing?

Where next for content marketing?

With thousands of pieces of content being shared online each day, it’s clear that content marketing has become a mainstream strategy for both B2B and B2C. Most companies are utilising content marketing strategies to some degree but, like everything, there is always room for improvement.

Content marketing is built on the pillars of great listening, powerful communication, and skilled teaching. While the platforms on which we deliver content marketing are likely to change, these principles will always remain the same.

So, what can businesses do to stay ahead of the game when it comes to up and coming content marketing trends?

Personalisation

Personalisation is highly important for the future of content marketing. Without personalisation we are just spraying content around, hoping it’ll stick to someone. The future of content marketing relies on focusing the message on the individual. Personalisation is all about delivering relevant content to the individuals who needs it at the right time, when they want or need it. This content should also be in a language they prefer and optimised for the device of their choosing – not the one we imagine them using.

Big content

While every company has a story to tell, it’s vital for the future of content marketing for companies to tell better stories. Compelling content attracts customers; if your content is good, people with put their trust in you. Focus less on producing a lot of content and focus more on producing content of a higher quality.

The bar of what constitutes “good content” is likely to fall as the competition surrounding content marketing rises. Marketers need to be ahead of this curve by investing in “big content” and not getting too sidetracked by producing higher quantities of less valuable content.

Building real content is easier than you think. Of course, with many things, it involves time and effort. The biggest investment is time; “big content” cannot be created overnight. This doesn’t mean, however, that the concept has to be lengthy; it should be about “big” concepts.

Content marketing

It will get expensive

Like most industries, time is money, and good content takes time. Companies should invest in copywriting services – hiring experienced writers will mean that your content will be of a much higher standard. It will also be an intelligent move to invest in internet marketing companies that will be able to promote content on search engines and social networking sites.

“Big content” may prove a step too far for some, with some companies unable to invest adequately. For those dedicating suitable time and resources, however, achieving a competitive advantage will be worth the investment.

Google Authorship

Google Authorship is set to play a big role in content marketing. With Google Authorship, you can help improve rank while branding yourself as a respected writer in your field. If you’ve written something that you’re proud of, let everyone see the face behind it. By linking your online work to your Google+ profile, Google Authorship verifies you as the author. This will enable your Google+ image to appear beside search results where you’re the author, adding gravitas to the content you produce.

 


About the author

Tom Black is Head of Search at Bootcamp Media Limited, an online marketing and web design agency based in Birmingham.

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