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Does YourAwesomeBlogSuck?Does YourAwesomeBlogSuck?10 Content Strategy Tips For Bloggers
Your small business understands the value in content marketing and business blogging.Youve been at it for a few months, go...
#2	  -­‐	  Offer	  a	  Variety	  of	  Content	  	  You might have been told how including photos, video, infographics, and...
more organized appearance, and formatting is the easiest way to add white space toyour blog. You can have the most thought...
problem and how to solve it. Thats what your audience cares about, so address thosetopics, instead of trying to make the s...
#9	  -­‐	  Think	  about	  the	  Headline	  Great content canmean thedifferencebetween someonesticking around toread sever...
objectives and offers variety, then that content is not worth writing. Period. Don’t writecontent for the search engines, ...
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Does Your Awesome Blog Suck? Content Marketing Tips to Turn Things Around


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Building a blog and creating content is the first step. Once the foundation is built, it's time to get creative with your content strategy. This whitepaper gives you plenty of awesome content tips that'll help turn your so-so blog into an awesome content producing, customer converting machine!

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Does Your Awesome Blog Suck? Content Marketing Tips to Turn Things Around

  1. 1. Does YourAwesomeBlogSuck?Does YourAwesomeBlogSuck?10 Content Strategy Tips For Bloggers
  2. 2. Your small business understands the value in content marketing and business blogging.Youve been at it for a few months, gotten some good results, but not the awesomenumbers youve been hoping for. So, whats the problem? It could be your contentstrategy; how you plan, develop and manage your content. Creating the content is onething, but if that content isnt created correctly, or is created without any focus, or isntcreated with any consistency, then you actually dont have as awesome as a blog asyou think. In this whitepaper I will outline 10 content strategy tips for business bloggersthat will take your business blog to the next level.#1  -­‐  Define  Your  Blogging  Objectives  Why are you blogging? What doyou hope to accomplish withyour business blog? Doing itbecause your competition isdoing it, or because its thelatest marketing trend, isntgood enough. If you don’t knowwhat you are trying to achievewith your blog, then it’ll be hardto determine if your blog issuccessful as well as what youneed to do to accomplish thosegoals. Here are six questionsfrom Quicksprout that can helpyou determine your bloggingobjectives:• Do you want todrive foot traffic toyour shop oroffice?• Do you want toincrease sales orgenerate leads?• Do you want to attract prospects in an area outside of your local area? Doyou want to attract clients from overseas?• Do you want to educate prospects and customers on what you do?• Do you want to update your customers about what’s going on with yourbusiness?• Do you want to build a brand?Tip: Keep your list of goals to two or three, as any more than that will be just as bad ashaving no goals at all. The point here is focus, knowing what you want your businessblog to do, how to get there, and what metrics you need to know to measure progress.
  3. 3. #2  -­‐  Offer  a  Variety  of  Content    You might have been told how including photos, video, infographics, and slideshowsinto your blog posts can boost traffic and engagement. Although that’s great, it’s notwhat we mean here by “variety of content”. What we mean is switching up the types ofblog posts that you do, not always doing how-to posts or meaty, research-basedcontent. Switching up the type of content you post can engage different parts of youraudience in different ways. Write something fun, tying pop-culture into your industry, ormaybe make a bold, controversial statement. Think of your blog as a diet of informationfor your audience. In order for a diet to be a good diet, it needs to have a variety ofcontent and not just the same thing all the time.Tip: As a guideline, blog posts should be between 600 and 800 words. This doesntmean 400-word posts are bad, but 400 words isnt a lot or room to go into detail about aspecific topic, or to make that bold, controversial statement. Great content offers new,compelling information, and thats much easier to do in 800 words instead of 300 or 400.#3  -­‐  Stick  to  a  Consistent  Publishing  Schedule    Not many people will read a newspaper or magazine that publishes once a month, andthen once a week, and then three times per week, and then never again for fourmonths. Think of your blog in the same way, where it’ll be difficult to attract and to keepreaders if you don’t have a consistent publishing schedule. Although twice a week isoptimum, keep to a schedule that doesn’t sacrifice quality for quantity. Do what’s bestfor readers as well as your business. A good way to ensure your company sticks to aconsistent publishing schedule is to have more than one person (the more, the merrier)involved in writing content for the blog. This makes it so much easier to produce two orthree posts per week, especially if your primary blogger gets sick or gets swamped withother work. It also ensures that your blog will be more awesome and more successful,since more people within your company will have a vested interest in maintaining andpromoting the blog.Tip: At a minimum, publish at least once a week. It takes about 50 blog posts before thereturn on investment for your blogging efforts is noticed. Blogging less than once aweek means that it will take you over a year turn receive a significant ROI.#4  -­‐  Formatting  This is something that a lot of business bloggers forget, but is so crucial to creatingcontent that will interest your audience. Formatting your blog posts makes the contenteasier for the reader to digest, which is great for user experience, while addingopportunities for search engine optimization. Good formatting techniques include bulletpoints, numbering, subheadings, and pictures (perfect for how-to posts), so include atleast one technique in every post. White space is your friend because it adds a cleaner,
  4. 4. more organized appearance, and formatting is the easiest way to add white space toyour blog. You can have the most thoughtful, well-written content in the world, but if it’sjust lines and lines of text with no breaks, the initial impression of the post can be verydaunting to a reader who doesn’t have much time in the first place.#5  -­‐  Amplify  Your  Content  The line, "if you build it, theywill come," doesnt quite workin content marketing. You doneed to spend some timegetting the word out thereabout the great stuff youpublished. Two good ways toamplify your content are toshare your posts on socialmedia and to make thecontent easy to find on searchengines with search engineoptimization. If you dont takethe time to make your stuffeasy to find, and to marketyour marketing, hardlyanyone will find it or will knowthat its there.Tip: Make sure to add socialsharing buttons to your blogas well as each of your blogposts. This is something that many business bloggers fail to do, but adding thesebuttons takes some of the onus of amplification off of you. And why not? If you write agreat blog post that ends up being wildly popular, you want your readers to be able toshare it on Facebook and to email it to colleagues. Besides, the social proof is alsopowerful in attracting and keeping readers.#6  -­‐  Avoid  the  Self-­‐Promotion  Yes, one of the possible goals mentioned in the first tip was "update your customersabout what’s going on with your business." Thats a fine goal, and if thats your goal,then your business blog should be all about you. However, if thats not your goal, thenavoid the self-promotion. Dont talk about your products, your services, and how greatyou are all the time, especially since that information is also known as "the rest of yourwebsite." Your audience doesnt care. The blog is one place on your website thats forthe potential customer, even about them, and they want to know if you understand their
  5. 5. problem and how to solve it. Thats what your audience cares about, so address thosetopics, instead of trying to make the sale on that particular post.Tip: A good way to keep self-promotion down is to follow the 50/50 rule on social media.Fifty percent of the time, share your own content. The other 50%, share someoneelses. After all, social media is about socializing, and talking about something otherthan yourself once in a while.#7  -­‐  Create  a  Content  Inventory    Every quarter or so, take the time to do an inventory of the content you have on yourblog. This content inventory should include the types of content as well as the topicscovered, and will help in determining what you can publish next by finding the gaps inthe information that you’re communicating. For example, if you have a home repair blog,a content inventory can tell you that you have a lot of content about windows and floors,but not so much on plumbing or about choosing a home repair company. Think of theinventory as an audit, where you can evaluate your business blogging process and findwhere you can do better.Tip: A content inventory isn’t the same as an editorial calendar, although the two canwork together. With a content inventory, you can find the gaps in your blog and plan tofill in those gaps by scheduling the appropriate content ahead of time.#8  -­‐  Reuse  Your  Blog  Posts  A great way to get more traction out of some of your blog posts is to reuse them. Wedon’t necessarily mean publishing them again on your blog, but by repackaging theseposts in other ways. For example, if you have 25 posts about a certain topic, then youcan turn those 25 posts into a guide, whitepaper, or a short eBook on that topic that youcan use as an offer to generate leads. You could also take your 10 or 15 most popularblog posts and publish a roundup, or do a roundup of blog posts on a certain topic if youdon’t quite have enough to create a guide. Reusing your blog posts means that theseposts aren’t just published once and forgotten about, but instead are given moreopportunities to engage your audience.Tip: Dont be afraid to share your content more than once! Your readers and followersare online at different times of the day, and most of them, most of the time, wont seeyour blog post when you shared it the first time. Of course, dont re-amplify a blog postthe very next day. You want some space in between so its not obvious youre sharingsomething for a second or third time.
  6. 6. #9  -­‐  Think  about  the  Headline  Great content canmean thedifferencebetween someonesticking around toread several postsversus clickingaway withoutreading one.However, peoplewont read otherposts if the headlines arent very good. In fact, most of your readers will probably onlyread the headline, and wont bother to click on the actual article to learn more. To getthem to click, your headline needs to explain to the reader what the article is about. Agood headline needs to be clear, specific, and concise. Below are two examples, one ofa good headline and one of a bad headline:Bad Headline: Keeping a Business CalendarGood Headline: How to Keep a Weekly Calendar in 5 Simple StepsWith the good headline, the reader can immediately tell what the blog post is about andwhether or not its worthwhile for them to read. If the reader needs help keeping aweekly business calendar, then thats the article for to read! Otherwise, they will skipover it, like they probably will with the bad headline.One other important thing to consider when creating headlines is the impact in searchand social. With search, stick with headlines that are under 65 characters long. Thiswill avoid any truncated headlines on SERPs (search engine result pages), giving thereader the full title – increasing the likelihood of a click-through. In the social world,content moves at a lightning quick pace. You have seconds to grab somebody’sattention as they scroll through their Twitter, Facebook, Tumblr, Pinterest, etc. feed.Make your headlines pop with creative, attention-grabbing copy that both explains andintrigues the reader.Tip: If your blog post includes a video or an infographic, include that in the title byadding [with video] or [infographic] at the end. People like that stuff, so let them knowwhen you include it in your content.#10  -­‐  Is  This  of  Value  to  the  Potential  Customer?  This is the question you need to ask before you write every single blog post, web page,white paper, or any other piece of marketing content. If you are not writing things thatare of value to potential customers, even if this content aligns with your blogging
  7. 7. objectives and offers variety, then that content is not worth writing. Period. Don’t writecontent for the search engines, or content for the purpose of getting found online orranking for a particular keyword. If you can answer, “Yes”, with every single blog postand web page you publish, then the keyword, SEO stuff will fall into place and workitself out. Search engines don’t buy from you. People buy from you, so write for people,and write things that people will find valuable.Take these content strategy tips and infuse them into your content marketing andbusiness blogging efforts from here on out. They are guaranteed to take your blog tothe next level. Like all facets of content and social media marketing, the changes wonttake place overnight. However, over time, through consistency and persistence, youllcome to find your blog becoming the awesome marketing tool that you set out for it tobe in the first place.WAS  THIS  HELPFUL?  SHARE  OR  CONNECT  WITH  US  ONLINE!