A Step-by-Step

GUIDE
to Developing an

EFFECTIVE
Corporate Blog

Share this e-book!

mdgadvertising.com/content-marketing
A Step-by-Step Guide
to Developing an
Effective Corporate Blog

Blogging has earned its place as an essential
element in a...
STEP

1

	Define your
objectives

Blogs can
provide
an ideal
forum for:

The overriding goal should be to create an
inform...
STEP

2

	Establish a
publishing schedule

1

Defining blog categories

mdgadvertising.com/content-marketing

4

Setting a...
Although your blog may not require daily
updates, it’s still best to publish content
on a regular basis. You’ll want to ke...
STEP

	

5

Gain an audience
Appeal to the Eye

Now that you’ve figured out what to say
and how to say it, you’ll want to ...
STEP

5

	
Gain an audience (continued)

Link Generously
and Appropriately

Mix it up to Make
it Easy to Follow

Don’t bec...
STEP

5

	
Gain an audience (continued)

And Speaking of Lists
As we’ve already established,
lists can be an effective way...
STEP

5

	
Gain an audience (continued)

Interview the Experts
There are a number of ways to
make interviews work for you....
6

Stick with a plan

As your blog grows in popularity, your
readers will expect more from you in terms
of regular columns...
STEP

7

	Keep the
communication
two-way

ASK THEM

Your audience is your biggest asset, so
take advantage of what readers...
STEP

7

	
Keep the communication two-way (continued)
Use your blog as an opportunity to invite
participation from the com...
STEP

8

	
Make your blog
easy to find
Before optimizing your blog posts for SEO
applications, first define the social val...
STEP

8

	
Make your blog easy to find
(continued)
Search Optimization
Optimizing your blog posts for search, like
optimiz...
STEP

8

	
Make your blog easy to find
(continued)
Optimizing Title Tags
Choose the relevant keyword or phrase that
appear...
STEP

8

	
Make your blog easy to find (continued)

Mainly, the update focuses on the
concentration of anchor text in a do...
STEP

8

	
Make your blog easy to find (continued)

The Implication of
Authorship Markup
Google Authorship Markup has been...
STEP

8

	
Make your blog easy to find
(continued)

Shareability and Promotion

START A TWITTER
ACCOUNT

There are a varie...
STEP

9

Share this e-book!

Provide content that keeps them coming back
for more.

ENGAGING

E

Give your content enterta...
Essential Reading for a Successful Blog
These articles constitute a crash course in effective blogging and press release o...
If you would like to receive future MDG e-books, subscribe
to the MDG blog, or contact MDG Advertising for a consultation
...
Upcoming SlideShare
Loading in …5
×

E-book: A Step-By-Step Guide to Developing an Effective Corporate Blog

403
-1

Published on

Copy the link to learn more on our site: http://www.mdgadvertising.com/blog/a-step-bystep-guide-to-developing-an-effective-corporate-blog/ - Discover how to leverage your corporate blog for higher search rankings, better consumer awareness, greater audience engagement, and stronger brand credibility in MDG Advertising’s must-read e-book, “A Step-By-Step Guide to Developing an Effective Corporate Blog”.

This fact-packed report is a definitive and detailed guide for getting the most from your posts, attracting the most influential audience, maintaining a steady flow of must-know information, getting people talking about your blog, and making your corporate blog easy to find and follow using savvy SEO.

MDG’s e-book truly teaches you how to make your blog into a more engaging, effective, and valuable virtual marketing tool. It leads you step-by-step up the corporate blogging ladder. First, it helps you define your blogging objectives, and then shares expert advice on preparing posts that build buzz, audience engagement, brand awareness, thought leadership, and a loyal following. After some timely tips on sticking to a schedule, this informative guide reveals the proven and powerful methods to optimizing your blog posts for search supremacy.

Since you need SEO to prevent your blog from being MIA, the e-book features the most authoritative and innovative strategies for optimizing every element of your blog post. From the content and keywords to the layout and linking, you’ll discover the methods, motions, and mindset you need to optimize your posts for your target audience. After sharing the science and secrets of structuring your blog posts for search, the e-book shows you the savviest ways to make sure they’re seen and shared, and reveals what every blogger needs to know—how to keep readers returning for more.

Turning your corporate blog into a source of higher search rankings and greater audience engagement requires insight from an industry leader. Now, every step for corporate blogging success is thoughtfully compiled into “A Step-By-Step Guide to Developing an Effective Corporate Blog”. Learn more about leveraging your corporate blog into a site to be seen, sought, and shared—with this indispensable e-book by MDG.

Discover how to get the greatest results from your corporate blog. Contact MDG Advertising today at 561-338-7797 or visit http://www.mdgadvertising.com.

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
403
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
16
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

E-book: A Step-By-Step Guide to Developing an Effective Corporate Blog

  1. 1. A Step-by-Step GUIDE to Developing an EFFECTIVE Corporate Blog Share this e-book! mdgadvertising.com/content-marketing
  2. 2. A Step-by-Step Guide to Developing an Effective Corporate Blog Blogging has earned its place as an essential element in any corporate marketing plan—and for good reason. By providing a discussion forum, corporate blogs encourage consumers to actively engage with a brand, which, in turn, breeds loyalty. Simply put, people will talk about your company with or without your permission. A blog enables you to direct the conversation. This kind of interaction makes blogs ideal for showcasing a company’s culture and values. Blogs can also benefit media relations, bolster public appeal, drive consumer awareness, and promote specific products and services. But perhaps most important of all, a corporate blog is an ideal way to improve your company’s search rankings. A corporate blog is indexed by search engines and will provide long-term benefits. Despite recent Google updates, a blog is still one of the best ways to improve your rankings. As your content archive grows, so will its search value—steadily building over days, months, and even years. The following steps will help you develop a corporate blog that will keep your search rankings high and your audience’s engagement level heavily tilted in your favor. Share this e-book! mdgadvertising.com/content-marketing A Step-by-Step Guide to Developing an Effective Corporate Blog | Page 1
  3. 3. STEP 1 Define your objectives Blogs can provide an ideal forum for: The overriding goal should be to create an information resource that educates, informs, inspires, and builds consumer confidence. Content can take many forms, from news and events to engaging infographics. There are a number of other possible objectives a blog can help you achieve. For the sake of measuring your success, it’s best to prioritize your objectives and focus on your top two or three. Share this e-book! Increasing the perceived value of products and services through education and case studies. Building a following of media professionals in the community. Increasing the size and relevancy of your Web domain while building long tail traffic. Raising consumer awareness about an important commitment or social cause. Showcasing the success and achievements of your customers. Just like any other element in a marketing plan, corporate blogs should be built on a detailed strategy with well-defined objectives. After all, how will you know whether your blog is achieving its goals if you don’t set some in the first place? Promoting and showcasing socially valuable industry commentary and insightful knowledge. Illustrating the remarkable culture and history of your brand. Protecting your company’s digital reputation and providing official media statements. mdgadvertising.com/content-marketing A Step-by-Step Guide to Developing an Effective Corporate Blog | Page 2
  4. 4. STEP 2 Establish a publishing schedule 1 Defining blog categories mdgadvertising.com/content-marketing 4 Setting a publishing schedule two months in advance Coordinating writers, designers, researchers, and editors—whether one person, a team, or via a marketing partner Establishing an editorial process 7 Share this e-book! 3 Incorporating timely or evergreen content that’s socially valuable 6 The blog publishing process moves through seven succinct steps: 2 Determining the content to be included in each category 5 To establish a publishing schedule, you’ll need to develop a media calendar. This means assigning dates to each of the following steps. Make sure you allow enough time for completion of each stage. Otherwise, you’ll spend much of your time revising your calendar. Scheduling a launch date A Step-by-Step Guide to Developing an Effective Corporate Blog | Page 3
  5. 5. Although your blog may not require daily updates, it’s still best to publish content on a regular basis. You’ll want to keep the audience coming back for more. Ideally, you should develop enough posts to sustain the blog for up to two weeks prior to launching it. Your initial posts should be an introduction to your audience. You’ll want to define the material that will be presented and quickly establish credibility. This is the ideal opportunity to showcase what makes your company engaging—whether it’s your products and services, a corporate figurehead, or some other characteristic that makes your company unique in the marketplace. Once your blog has been established, posts can be as simple as an embedded video with brief commentary, or as complicated as an in-depth industry exposé. Staying on top of industry news and trends enables you to publish content that’s relevant to your audience, the industry, and major influencers. The more valuable the content to your industry, the more likely it is to be picked up and spread virally. Above all, don’t just repost press releases, articles, and industry news. Instead, post interviews with key industry players, video discussions with executives, explanations on how to do something, creative media, humorous musings about the industry, or whatever makes your company impressive. As much as possible, give your audience unique content they won’t find anywhere else. Next, look at your blog from the audience’s perspective. What would they like to know more about? What types of content will they find engaging or valuable? Should your blog be informative? Entertaining? Or, a bit of both? There are no right or wrong answers— just the answers that work best for the audience you hope to attract. Share this e-book! mdgadvertising.com/content-marketing STEP STEP 3 Develop your first posts 4 Make your voice heard A blog is no place for expressionless communication. Like a figurehead for a company, a blog should have personality, spirit, resonance, and authority. There should be a level of transparency between the reader and the writer. Lose the corporate speak in favor of a more informal tone. Showcase the human side of your executives. Most of all, don’t try to sell the audience. This will only make them skeptical and less open to your message. It’s more important to engage them. If they like you, they’re more likely to buy what you’re selling. Keep in mind that your audience may not be buying your products or services yet. By striking the proper tone, however, you can convert these people into readers, subscribers, and, eventually, buyers (or whatever other goal you’ve set for your blog). Speak to them as one human being to another. Be open and honest. If you appeal to them emotionally and make it feel natural, they’ll forget they’re hearing from a corporation and think of you as a good friend. A Step-by-Step Guide to Developing an Effective Corporate Blog | Page 4
  6. 6. STEP 5 Gain an audience Appeal to the Eye Now that you’ve figured out what to say and how to say it, you’ll want to get your blog noticed by the right people. That means social media influencers, readers, and sharing enthusiasts. Stay on Topic Share this e-book! Since blogs aren’t formal writing, and there’s no space limit in most cases, it can be easy to wander away from the main idea. Avoid this pitfall. Respect your readers’ time by getting straight to the point. They’ll appreciate your brevity. Short, concise paragraphs make information easier to digest. Elements such as charts and graphs not only break up text, they add credibility. Images, on the other hand, provide emotional appeal. Ordered lists and bullet points are another effective means for breaking up large blocks of text, making it easy for readers to skim a page rather than reading word for word. Here are 11 techniques to help you gain the greatest impact from your efforts: Don’t let your blog get mistaken for traditional media. Spice it up with a liberal dose of visual elements. These can be video, photographs, icons, or just about anything that will enhance the text. These visual clues guide the reader’s eye and make your content easier to digest. If you’re unsure if your writing is as succinct as it should be, resist the urge to hit “publish.” Take a break for a while so you can come back and edit with a clear perspective. mdgadvertising.com/content-marketing A Step-by-Step Guide to Developing an Effective Corporate Blog | Page 5
  7. 7. STEP 5 Gain an audience (continued) Link Generously and Appropriately Mix it up to Make it Easy to Follow Don’t become an insular blogger. Focus on networking and linking out to other blogs. This is a great way to share valuable resources with your readers and build your blogging network. In many cases, the original blogger will be alerted, helping you foster lasting professional relationships. Share this e-book! Use bold and italicized type to emphasize important points in your article. This makes it easier for writers to skim your content. Breaking your posts into sections—such as an introduction, body, and defined conclusion— also aids the reader in getting the most from your post with the least expenditure of time. ReadWrite.com does an excellent job of breaking posts into sections that can be easily absorbed. mdgadvertising.com/content-marketing Grab Them with a Headline Nothing can make or break your reader’s interest faster than the headline. It doesn’t matter how interesting your content is if the headline doesn’t grab their attention. The most effective headlines tend to ask a question, explain how to do something, provide a list, or give the reader something to think about. The point is to stop the reader on the page before they move on to the next item on their to-do list. A Step-by-Step Guide to Developing an Effective Corporate Blog | Page 6
  8. 8. STEP 5 Gain an audience (continued) And Speaking of Lists As we’ve already established, lists can be an effective way to grab a skimmer’s attention, lure them in, and get them to read the entire article. Lists also make content easier to digest than the standard paragraph format. To make lists work for you, introduce them with a sentence or two, then elaborate on the list items in the sentences that follow. Share this e-book! How to Capture the Power of How To Capitalize on the informative nature of blogs by appealing to people’s natural inclination to learn. As Brian Clark, the founder and CEO of Copyblogger, suggests, “If you think you’re giving away too much information, you’re on the right track.” When you provide information that’s of value to your readers, they’ll want to come back to read more. mdgadvertising.com/content-marketing Tell Them a Story Storytelling can be an extremely powerful way to grow your readership. The more your stories appeal to the emotions, the more they’ll make your blog seem human and approachable. A good example of this approach comes from the Nuts About Southwest blog. The airline features personal stories from employees to put a human face on the company. In one post, a Vietnamese-American employee talks about her youth in honor of Asian/Pacific American Heritage Month. On Valentine’s Day, the airline shared a story of love and connected it to how they run their business. These kinds of heartwarming stories connect with consumers, making the Southwest blog an incredible success. So don’t be afraid to open up about your own company. A Step-by-Step Guide to Developing an Effective Corporate Blog | Page 7
  9. 9. STEP 5 Gain an audience (continued) Interview the Experts There are a number of ways to make interviews work for you. One is to run a series of interviews with experts on a particular topic. Or, you can engage your readers by asking them questions and encouraging them to participate, regardless of their level of expertise. Since most individuals are quick to share information, this can be a highly effective tactic. Product Reviews Talk about products that make your audience’s lives easier. These products can be your own or another company’s. In fact, if readers buy another company’s products after learning about them on your blog, you may be eligible for a commission through an affiliate program for blogs. Regular Features Scheduled Postings Once you find a topic that draws readers, make it a regular occurrence. For example, you may have a section titled, “Ask Mr. X,” that takes readers’ questions and provides answers. Other regular features can include weekly news roundups, industry book reviews, and editorials. These regular features drive user expectation for specific types of content, encouraging them to come back frequently. Like regular features, scheduled postings follow a predetermined schedule. The Moz blog, for example, offers Whiteboard Friday posts that are extremely successful. Readers like knowing what to expect and when. If you convey the expectation of certain content on a certain day, you’ll likely get a boost in readers during that time. Share this e-book! mdgadvertising.com/content-marketing A Step-by-Step Guide to Developing an Effective Corporate Blog | Page 8
  10. 10. 6 Stick with a plan As your blog grows in popularity, your readers will expect more from you in terms of regular columns and insights. They’ll seek a steady flow of information through RSS, email subscriptions, or direct visits to your website. You’ll need a plan to fulfill these expectations. If your blog will be unattended for a prolonged period of time—while someone is on vacation, for example—plan ahead. Invite readers to guest blog or ask experts to share their thoughts. Most will be eager to do so, usually without compensation. Another option is to prepare posts in advance and have them scheduled on those dates. Even then, it’s best to inform readers that no one will be available to respond to their comments for awhile. Let them know when someone will get back to them. Darren Rowse, of problogger, ran a series on bloggers’ tipping points a few years ago, asking many prominent bloggers how they made it to the “A-List.” For most, regularity was essential to their blogging success. Share this e-book! Regularity applies to your topic, too. Give your blog a particular focus and don’t deviate. Don’t discuss travel one day, clothing the next, and radio after that—unless you tie them all back to your main focus. The best blogs tend to be those that zero in on a specific niche, so readers know what to expect. Companies that blog multiple times a day more consistently acquire customers from blogging. Daily Frequency of Company Blog Posts STEP Daily 2-3 x /Week Weekly Monthly Monthly 0% http://cdn2.hubspot.net/hub/53/ file-13213536-pdf/docs/resellers/ reports/state_of_inbound_ marketing.pdf mdgadvertising.com/content-marketing 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Percentage of Businesses that Have Acquired a Customer from Their Blog A Step-by-Step Guide to Developing an Effective Corporate Blog | Page 9
  11. 11. STEP 7 Keep the communication two-way ASK THEM Your audience is your biggest asset, so take advantage of what readers share with you. Here are proven ways to invite reader participation once you’ve gained a steady following: UTILIZE CONTACT FORMS Share this e-book! mdgadvertising.com/content-marketing ? It seems simple enough, but many blog developers don’t think of going to this obvious source for content. Run columns where you ask readers questions and invite their responses in your comments section. You may want to expand some of the comments into a full blog post, or even a series if you get enough. You can also invite readers to ask questions. Just don’t be afraid to open up in your answers. Make sure your readers have a way to contact you. Use one of the many plugins available to set up a form that asks questions and solicits pitches. Visual Form Builder Pro for WordPress is an excellent option, as it’s a thoroughly customizable asset. Once your blog becomes established, traditional media can use the contact form to ask you for quotes or to request your comments on related news matters. A Step-by-Step Guide to Developing an Effective Corporate Blog | Page 10
  12. 12. STEP 7 Keep the communication two-way (continued) Use your blog as an opportunity to invite participation from the community. Participants will welcome an invitation to this many-to-many forum, as opposed to the one-to-many forum of traditional media. This makes it easy for you to share information and get instant feedback. KEEP THE COMMENTS OPEN CONTESTS POLLS/SURVEYS Share this e-book! Engage in the discussion as much as possible, and don’t make it difficult for your readers to post comments. Most readers view registration as a stumbling block. If you’re concerned about spam, install a Captcha application. Avoid link drops by adding a “no follow” (the default on most blogs) to commented posts. Or, moderate all comments before posting. Just don’t make it too difficult for the community to participate in the conversation. In summary, most blog readers want an open conversation. Participants on commentenabled blogs tend to feel welcomed and appreciated. They gain a sense of contributing to the overall business strategy, because they assume executives and business owners are monitoring their comments. Take advantage of this inclination to participate, and use it to build a loyal following for your blog. Hold contests to build an audience quickly— preferably while you’re still growing, but already big enough to attract interest. Award prizes such as a free product or service offering from your company. If your blog is informational, you can solicit prizes from sponsors, possibly in return for promotional consideration. Go beyond traditional commenting or QA formats to engage your readers in polls related to your topic. Tools like PollDaddy and SurveyMonkey make this easy. Spend one post asking readers for their input and then another reporting the findings. mdgadvertising.com/content-marketing A Step-by-Step Guide to Developing an Effective Corporate Blog | Page 11
  13. 13. STEP 8 Make your blog easy to find Before optimizing your blog posts for SEO applications, first define the social value of each article. Consider what the piece offers to your target audience. Does it inform? Educate? Theorize? Summarize? Or simply entertain? Avoid content based on opinion. You’ll have a more difficult time circulating it, unless you’re famous or a known authority on your topic. If you’re writing for the Web, write material built to be found by a specific audience with a specific intent. By providing a common resource people need, you add social value to your article and increase its power to attract visitors. Share this e-book! It’s also important to consider what action you’d like the audience to take. Do you want them to register for something? Subscribe to your blog? Email you for more information? Sign up to receive something? Like any marketing device, your blog needs a strong call-to-action. Providing resources, a service, an actionable strategy, tools and illustrations (infographics) can all contribute to a rapid increase in visibility. A FEW IMPORTANT SIDE NOTES: Always leverage Google Analytics to get a sense of how your content is perceived on the Web. Also, ask for reader feedback. Encourage people to Like, +1, bookmark, Stumble, or link to you. Although it seems simple, many bloggers overlook this critical step. mdgadvertising.com/content-marketing Keyword Research for Web Publishers There are few things more fundamentally important in the world of content optimization than integrating search phrases your target audience commonly uses. However, most of the traffic you’ll pull from organic search comes in the form of long tail traffic. Although you should read as much as you can about keyword research, you can perform significantly accurate keyword research on the fly. By remaining conscious of the perfect keyword targeting model, you can select your “midtail” terms and integrate compelling socially valuable material with the terms people use to locate similar content. To find terms relative to the context of your article, use the Google Keyword Planner. Think rationally and simply about how other people would look for the subject of your content. Start with basic language, and then test extremely specific language. You should also utilize Google Trends, which recently absorbed Google Insights for Search. This tool can provide valuable insight if you’re in the process of crafting geographically or seasonally relevant content. A Step-by-Step Guide to Developing an Effective Corporate Blog | Page 12
  14. 14. STEP 8 Make your blog easy to find (continued) Search Optimization Optimizing your blog posts for search, like optimization of any content on the Web, is a fairly straightforward process. Building on the authority of the infamous Copyblogger, here are the essential elements and formulas for maximizing the value of your posts throughout the Google universe. In particular, there are seven principal pieces of the page you should optimize: The metadata and title tag contain info used by search engines but are not generally seen by the user. Metadata Title Tag URL Structure Shareability and Promotion Header Metadata Title tag URL structure First 100 Words Shareability and promotion Header irst 100 words (inverted pyramid style) F Inverted Pyramid Style ontextual linking (internal and external) C Contextual Linking Internal and External Share this e-book! mdgadvertising.com/content-marketing A Step-by-Step Guide to Developing an Effective Corporate Blog | Page 13
  15. 15. STEP 8 Make your blog easy to find (continued) Optimizing Title Tags Choose the relevant keyword or phrase that appears with volume in the Google Keyword Planner. There’s no need to go overboard. Just remember, people will read your title tag in search results. Make sure it has a compelling call-to-action that will convince someone to click on it. Beyond that, leverage the meta description to enhance the clickthrough rate (CTR) from the SERPs. Here’s your go-to guide on title tag optimization: URL STRUCTURE Make sure your URL integrates keywords people use to find content relative to yours, and you’re good to go. HEADER Think subject line plus incentive. You’ll want to keep a toplevel call-to-action as your header. Use it to emphasize what the reader will gain from reading your article. You can drop keywords in the header as well, but it’s not as powerful as it once was in the game of SEO. FIRST 100 WORDS NOTE: Google pays close attention to the first 100 words in the body-copy segment of the page, so make a point of establishing relevancy and social value right from the start. This is why lists and resource guides work so well as “link bait” on the Web. Share this e-book! CONTEXTUAL LINKING mdgadvertising.com/content-marketing It’s extremely important to invest yourself in journalism’s inverted pyramid structure, where the most relevant facts appear at the top of your article. Your content must have social value in order to thrive on the Web. Without that, no amount of on-page optimization will help you pull traffic. Consider linking contextually from the first 100 words of your article to other articles you’ve written, either within your blog or on other websites. This enforces keyword relevancy and, if your content gets spread around the Web, greatly enhances the anchor text value earned from the external link. Remember that Google pays attention to links that use keywords as signals about the destination link—if someone references your blog post, they may include a link that uses a keyword instead of a generic link, like “visit site” or “read more here.” Link out to other valuable resources. If you create lists, link out with high-quality anchor text. This will motivate others to link back to you. Also, regularly highlight resources and examples from SERPs to increase long tail traffic to your page. The bottom line? Share as much knowledge and as many online resources as possible for the best results. A Step-by-Step Guide to Developing an Effective Corporate Blog | Page 14
  16. 16. STEP 8 Make your blog easy to find (continued) Mainly, the update focuses on the concentration of anchor text in a domain’s backlink profile. In plain English, Google took a close look at how different websites link to a single destination. The links were scrutinized based on their anchor text—the words which compose the link itself. Essentially, Google recalibrated the system, making it more difficult for spammers to manipulate its ranking factors. If you’re a blogger who is genuine about your work, the Google Penguin update isn’t likely to impact you. But a word of caution to those tempted by link-building schemes. If you build links to your own blog to enhance its rankings for specific keywords, you’re violating the Google Webmaster Guidelines. While it’s important to build links to earn organic traffic, link acquisition should be considered a byproduct of producing content that’s inspirational and valuable to an audience. The more noteworthy your content, the more links you’ll earn. As other websites link to your content, it’s important to take note of how they link to you. More specifically, keep track of which phrases they use when they reference your content. If other publishers are linking to your content with a brand or domain reference, then you’ve done your job. If people are not linking to you at all, you need to reassess the value of the content you’re producing. This data was provided from an analysis by Moz.com’s data science team. The information reflects a cumulative study of their portfolio of experimental sites. The data is accurate and poignant in the context of demonstrating which factors can lead to penalization. In time, Google will assign rankings for keywords based on the quality of a website and how engaged the audience is with its content. While relevancy is certainly a significant component in the overall ranking algorithm, the resources used to evaluate “trust” and “authority” will continue to change. Establishing yourself as a trustworthy publisher of content now will help you avoid the implications of future updates like Penguin. At the core of this principle is the lesson of authenticity. Build content and resources that naturally build an audience, and your blog will thrive. If you seek to promote credibility by cheating, or participating in networks that pass link authority, you’re violating principles that Google values. Strive to be a thought leader in your niche, publish content that is inherently instructional or enlightening, and provide meaningful media that inspires discussion. 22% Links with site URL (http://domain.com/) 11% 26% Links with brand name as a company name or domain name 15% 23% Links with promoted keywords 58% 30% Nofollow links from total amount 14% http://moz.com/ugc/google-penguin-antispam-algorithm-testing-and-analyzing Share this e-book! mdgadvertising.com/content-marketing A Step-by-Step Guide to Developing an Effective Corporate Blog | Page 15 Penalized by Penguin If you’re reading about blogging, linking, or anything related to Web marketing and Google, you’ve probably encountered references to the Google Penguin update. The Penguin update, now in its second release, is an algorithmic update designed to eliminate sophisticated sources of SPAM from search engine results pages. Instead, you’ll want to naturally build authority, relying on the quantity and quality of the content you publish. Over time, that authority will translate to trust, as valuable sources of content around the Web link to you as a reference. Benefited from Penguin Blogging with Penguins
  17. 17. STEP 8 Make your blog easy to find (continued) The Implication of Authorship Markup Google Authorship Markup has been one of the most significant advancements in the world of blogging. Essentially, using a “rel=author” tag associates content you publish with your Google+ profile. This association verifies you as the original author of the content and provides a visual annotation in search results. At its core, Authorship Markup allows Google to identify influencers within a given content category. It also provides an opportunity for users to associate a particular author with the content being referenced. The value of Authorship Markup has many levels. To keep things simple, however, it’s enough to implement the tag and make sure your content shows up in search results with the visual annotation. Share this e-book! Essentially, Google has developed a new system of ranking by using Google+ to establish a network of authors. The premise is that, if Google can identify a network of trusted influential authors—whose content is favored by large audiences interested in a particular subject—Google’s search engine can return results that are valuable and reliable. As Google sees it, verified authors sit at the opposite end of the spectrum from SPAM. It hopes to leverage their validity to provide infallibly high-quality search results. As a blogger, once you’ve established a Google+ profile, you’ll have access to a myriad of plugins to help automate the Authorship Markup process. One of the best resources on how Authorship works (as well as how to set it up) can be found on Search Engine Land. After you’ve successfully created the circuit necessary to trigger the Authorship result, test it to make sure it’s set up properly using the Google Structured Data Testing Tool. mdgadvertising.com/content-marketing When you post an article, do the following: Tweet the post with bitly using your compelling article headline. Submit the article to Google+ using your account. G+ may be cumbersome to use, but it’s nonetheless essential. You should probably spend some time there sharing content and finding friends. It’s a laborious process, but each +1 basically counts as a vote for your content, which helps your piece remain in circulation. Stumble the article using your company or personal account (or both). Post the article on Facebook, and then ask others to like it. Add the article to your LinkedIn page. This is especially important if you compete in a tight vertical. A Step-by-Step Guide to Developing an Effective Corporate Blog | Page 16
  18. 18. STEP 8 Make your blog easy to find (continued) Shareability and Promotion START A TWITTER ACCOUNT There are a variety of ways to search by keyword to find people to follow. Before you start following people, start circulating content on the Web that’s not yours. Tweet once an hour, during the workday, using the most popular resources you can find. If the content has already been pushed around the Web, rehash the title to get some traction. Once you’ve built a few hundred followers who push content around, you’ll need to tweet something useful just once or twice a day. START DISCUSSIONS ON LINKEDIN Start discussions on LinkedIn that refer back to resources in your previous blog posts. In particular, saying something controversial stimulates people to interact. People won’t find your content just because you post it on the Web. It’s up to you to drop the content into the current and make sure it gets swept downstream. There are several ways to achieve this: Link up with other bloggers via email. Say something like, “I’ve been reading your blog for awhile, and think it’s awesome.” Ask if they’d be interested in guest blogging, or whether they’d like to cooperatively develop an article. GUEST BLOG Also, consider blogging for others. It’s a long process, but if you guest blog regularly on other blogs, you can drop links back to your own blog and draw sustainable traffic. It also extends your personal “author brand” across the Web, building your reputation. Infographics. These iconic representations of useful information thrive on the Web. Click here for more info on MDG infographics. IMPORTANT: Don’t just promote yourself and your content—promote the type of content you feel is valuable on the Web. MAKE SOMETHING USEFUL Examples include: Lists and resource guides that help people do things. Make them entertaining—laughter can be a surefire performance booster. Educate. Give examples of how to do things. Share this e-book! mdgadvertising.com/content-marketing A Step-by-Step Guide to Developing an Effective Corporate Blog | Page 17
  19. 19. STEP 9 Share this e-book! Provide content that keeps them coming back for more. ENGAGING E Give your content entertainment, social, practical, or communal value. AESTHETICS A P eople expect a certain amount of glitz from their media. Liven up your blog with appropriate and professional images. D Give your readers something of value. M Make them want to link to you. EFFECTIVE CALL-TO-ACTION One of the best ways to compete for attention is to provide something useful. If you follow these six simple principles, you should easily succeed: R MEMORABLE EXPERIENCE Chances are, your blog won’t be unique. There will be hundreds, maybe even thousands, of authors competing for the same audience. If you want to lure readers to your particular blog, you’ll need to give them a compelling reason to seek you out. Develop a personality or carve a niche that differentiates you from competitive blogs. REASON TO RETURN DIRECT USER BENEFIT Encourage people to seek you out E mdgadvertising.com/content-marketing Don’t miss the opportunity to get your readers to take action. A Step-by-Step Guide to Developing an Effective Corporate Blog | Page 18
  20. 20. Essential Reading for a Successful Blog These articles constitute a crash course in effective blogging and press release optimization. Read them for best results. If you practice what you learn, you’ll become a blogging rock star. (Article titles are clickable and will navigate to the Internet) Why You Should Always Write Your Headline First 9 Proven Headline Formulas That Sell Like Crazy The Cheater’s Guide to Writing Great Headlines 7 More Sure-Fire Headline Templates That Work Do Keywords in Post Titles Really Matter? Use These 5 Headline Templates at Your Own Risk How to Write a Killer “How To” Post that Gets Attention The Art of Writing Great Twitter Headlines 7 Reasons Why List Posts Will Always Work Five Steps to Going Viral on Twitter Why Some People Almost Always Write Great Post Titles Intent Driven Email Subject Lines 10 Sure-Fire Headline Formulas That Work Share this e-book! mdgadvertising.com/content-marketing A Step-by-Step Guide to Developing an Effective Corporate Blog | Page 19
  21. 21. If you would like to receive future MDG e-books, subscribe to the MDG blog, or contact MDG Advertising for a consultation on how you can improve your content marketing strategy, visit us at mdgadvertising.com or call 561 338 7797. MDG Advertising | mdgadvertising.com Share this e-book! 3500 NW Boca Raton Blvd. | Suite 601 | Boca Raton, FL 33431 | 561 338 7797 275 Madison Ave. | 14th Floor | New York, NY 10016 | 917 969 5370 info@mdgadvertising.com
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×