1. how to
grow & scale
your blog business
Increase the Reach & Marketing ROI of Your Blog
“Wouldn’t it be great if you
could scale the impact of your
So what is blog marketing, really?
It’s a marketing strategy that grows and scales the impact
of your blog. The result is a business blog that is now a
more effective asset within the overall marketing strategy
of your business.
3. understanding blog marketing
Rethink The Role of Your
/ chapter 1
Blog marketing used to mean using your blog to market
Your blog was part of your galaxy of other marketing assets
– email, social media, landing pages, etc. Like a planet, it
circled around your business.
Now, shift your thinking and place your blog at the center
of its own galaxy. Give this galaxy its own planets – email,
social media, landing pages, SEO, analytics etc.
4. understanding blog marketing
/ chapter 1
The Impact of Blog Marketing
At the center of its own marketing galaxy, your blog is now positioned to grow and scale. It
has greater potential to increase traffic, and convert that traffic into leads and customers.
get your blog
Think about these 3 steps as being a part of a cycle that keeps turning, and giving.
5. get your blog discovered
/ chapter 2
“Growing your blog’s reach is the
most critical step in blog marketing.”
The Importance Of The Idea
It all starts with the right idea. It doesn’t matter how
well written your post is. If the idea falls flat, so will
your blogging efforts. Unfortunately, too many business
bloggers write for search engines. To them an “idea” is
really a set of business keywords.
The good thing about keywords is that they help you stay
focused on the right topics from which your awesome blog
ideas can come. So think “big hit” – content that people
can’t help but click on, read, and share with the people in
their networks. This is what will get them coming back to
your blog for more.
6. get your blog discovered
/ chapter 2
Use Blog Analytics To Identify
Your ‘Big Hit’ Content
Forget steroids. If you want help to create the “big hit”, look no further than your
analytics. With your blog analytics you will be able to understand what makes a certain
blog post a big hit for your particular audience. Start by looking at the historical data of
your past blog articles. Zone in on the articles that have generated the most page views
and inbound links.
Do you notice any trends, such as particular topics that get the most interest?
7. get your blog discovered
/ chapter 2
Strive To Create A Big Hit Every Time You Blog
Increase Search Rankings
The bigger the hit, the more people will actually be interested in reading and
sharing your post with others. Some people call this kind of post “link bait” –
it’s content that people are more likely to link back to. This results in boosting
your website’s off-page SEO – the most influential way to increase your
organic search rankings.
Tons Of (Sustainable) Traffic & Conversions Opportunities
The more interesting the content, the better the chances it can go viral.
People like to share interesting topics with their friends through their social
media networks. This in turn drives traffic to the post, and the more traffic
you drive to your blog, the more visitors you have the opportunity to convert
into leads and customers!.
Exposure To New Audiences
The more your content is shared, the more likely it is to be read by new
audiences. Your home run post gets new audiences the moment it starts to
rank high and when it gets shared – not only when it’s first posted but a long
8. get your blog discovered
/ chapter 2
Common Tactics For Creating Big Hit Content
Publish Original Data
Everyone has an opinion on the web, and many people comment on trends, other articles
and the like. But what do they often comment on? Original data.
Don’t be Afraid to be Controversial
Agreeing with everyone is safe – but not newsworthy. Controversy has a way of garnering
attention. So if you have an opinion about a controversial issue, try writing about it.
Cover It First (and thoroughly)
Being the first, or one of the firsts, counts for a lot on the web. So does thoroughness. Look
to see if there is a popular topic in your industry that few have written about (or written
about well). If you find one,start writing.
Feature Industry Examples (With Visuals!)
Readers like to strive for something tangible. Real life examples from others in their
Examples offer you a chance to incorporate visuals, which are highly sharable - excellent
social media fodder.
9. get your blog discovered
/ chapter 2
your door with
It’s easy for businesses that still focus
on their offline sales or presence to
overlook local Internet marketing.
“Well, inbound marketing is for
websites,” we hear them say. And, sad
to say, most of them have websites
online that were cutting edge in 2005.
Do you like being bored? Being credible and educational does not equal boring.
Personality is a good thing for blogging, and a way to entertain your audience.
Personality-driven and entertaining posts are easy to consume, and great fodder
for sharing. Remember that your audience has interests outside of your particular
industry. So think fun every once in a while.
Ship It With A Must-Click, Eye-Catching Title
What’s the first impression of your blog post? Your blog post’s title. So spend some
time on creating one that is:
• Uses strong words
• Captures people’s attention with language that makes it so they can’t help but
But remember, the title is just the beginning. If the content does not live up to the
intriguing title, then it won’t succeed.
10. get your blog discovered
/ chapter 2
Use Your Social Media Muscles
While this may seem obvious for a seasoned business blogger, you’d be surprised
how many bloggers have a “set it and forget it” attitude about blogging. What
is the point in spending the time and effort regularly creating and publishing
content to your blog if you’re not going to promote it? Social media can drive
traffic to your blog.
Use Analytics To Identify & Share Top Blog Content
Earlier we recommended that you use blog analytics to identify your ‘big hit’ content.
When you identify your past big hit content, think about actually sharing it again. It may
be old to you, but chances are it’s going to be new to many people.
Leverage Social Media Real Estate On Your Company Pages
Status updates are just one of the ways you can promote your content on your social
• Include a link to your blog in your company page’s ‘About’ section?
• On Facebook, create a custom tab in your page’s ‘Views & Apps’ section that highlights
some of your big hit blog articles.
• On Twitter, include a link to your blog in a custom background you create
Think High-Quality Visuals As Part of Your Blog Content
With the rise of visually-based social networks like Pinterest and Instagram, it
is important to incorporate visuals into your blog content. But it’s not just these
networks that are driving this trend. Facebook and Google+ are putting more
emphasis on visual content.
Seek Guest Blogging Opportunities
Want to get exposure to brand new audiences who aren’t already familiar
with your business and your content? Seek out guest blogging opportunities.
When you write your guest blog, be sure to link back to your own blog within
Use Recommendation Engines
If readers like your content, they are open to your recommendations. You
can point them to more articles either automatically or manually.
1. Automatic: Use recommendation widgets on your blog that suggest
other articles your blog visitors might be interested in. These are based on
factors such as the topic of the article they’re already reading as well as the
interests and recommendations of their social media connections.
2. Manual: If you don’t want to install a widget, write in suggested related
articles at the bottom of your posts. By offering recommendations you will
keep visitors engaged and on your blog for longer amounts of time.
12. “Turn those casual visitors into
valuable, dedicated subscribers.”
More and more people are coming to your blog. Congratulations!
Now comes the part where you try to get them to stick around, come
back for more and turn them into avid readers and fans. But how can
you do that? Convert them into subscribers!
First things first: frequency matters. Think about it. Which sites do you
frequent the most? If you are like most people, you visit those that publish
information at least daily. If you really want to scale your blog, make the
commitment to boosting your blogging.
The fact is, the most successful blogs publish content daily -- or multiple
times a day.
13. Create a Blog Subscription Landing Page
We assume you have a ‘subscribe’ module on your blog’s homepage. But
that’s not good enough if you want to promote subscription to your blog via
other marketing channels like social media.
If you want a far more effective way to convert blog
visitors into subscribers, think Landing Page.
By creating a blog subscription landing page to convert blog readers into
subscribers, you will have a marketing tool that will become the heart and
soul of your blog subscriber conversion efforts.
14. Promote Through Email Marketing
Email marketing is one of the most effective channels for driving blog
subscriptions. Here are two great ways you can promote blog subscriptions:
In A Dedicated Send
People will subscribe to your blog for different reasons. That’s why it’s important
to segment your list and tailor the message to appeal to the interests of each
Within Lead Nurturing Workflows
• Include a descriptive headline that captures visitors’ attention and summarizes
what they’ll get.
• Demonstrate the value of subscribing in your landing page copy.
• Include a high-quality image.
• Emphasize email subscription by placing the form above the fold.
• Incorporate other elements -- like social proof -- to help boost conversion rates.
15. “Leverage your evangelists to spread
your content & pique the interest of new
networks of potential readers.”
Traffic is flowing to your blog, and you have your conversion systems in place.
You are ready to go, right? Not quite yet. It’s time to make the most out of your
dedicated readers and fans. It’s time to help them evangelize for your blog and
bring in even more new sources of traffic.
Be A Social Sharing Enabler
If you want to have people share your blog, make it easy. You can do this by
adding social sharing buttons and links to all your blog posts and in your
email marketing messages.
Too many social network buttons can cause confusion and clutter. Stick to
the 3-4 social networks you know your audience uses.
Use Blog Content In Outreach
Not all evangelists are equal. There are those with tiny networks
and then there are those we call influencers – people with a large
following who are well respected within your industry.
Feature other brands/influencers/industry experts in your content.
Once you publish your blog, let them know you referred to them in
your post. Many of these influencers tend to share that article with
their own social networks.
Use Blog Content For PR
One of the best known – and hardest to reach – group of influencers
are members of the media – journalists, bloggers and reporters.
When dealing with the media, be sure to mention blog articles
in pitches. This tactic will add credibility to your pitch, and help
establish you as a thought leader and expert in your own right.
So how can you get to the media? There is a free service called HARO
(Help a Reporter Out), which regularly emails a digest of reporters
who are looking for sources for specific stories they’re writing.
Subscribe to that service and scan their emails for topics about which
you’re an expert.
Solicit Content From Other Industry Experts
Invite an expert to write for your blog. If they agree, they will
certainly share their guest post with their network which will get
you some valuable inbound links and a whole new audience.
Use Email to Stay in Touch with Evangelists
Email can be a great way to keep your content top of mind
for your evangelists.
Send regular email updates to various segments of your marketing
database. In these emails highlight your top content of the month
or quarter. Make sure you sprinkle these emails with social sharing
links. Send these emails to stakeholders, influential connections,
or the most engaged members of your marketing email list.
18. Leverage Internal Evangelists
They are often forgotten and taken for granted. But they are probably
your most fervent evangelists. We’re talking about your employees.
They too have their own networks, and some of them probably have
impressive social reach. Use them to your advantage!
All of the tactics, suggestions and examples that you’ve just read are
designed to help you implement a blog marketing strategy that leads
to more traffic, greater reach, and a much bigger marketing impact.
Think of it as setting up a system that works to turn your blog into a
scalable lead generation machine. Once you get it up and running,
keep it optimized so you can sustain the blog marketing cycle – one
that attracts new visitors, converts them into subscribers, leverages
evangelists to spread your content and attracts new audiences that
start the cycle all over again.
Remember, you want your blog to be at the center of your marketing
galaxy. So what are you waiting for? The Big Bang? Start growing and
scaling your blog now!
19. Dowload Full eBook
t 480 659 4100