5 tips for successfulbusiness bloggingHow to get the most out of your companyblogPrepared by Matt Gill
Context points for this guide1.  Blogging is a powerful tool. Business that blog generate 55%    more website visitors, 10...
1. Agree on the overarching purposeand strategy for your blogThere are 2 key questions that need to be answered:1.  What s...
2. Determine your content strategyThe next step is to then determine what types of content that isrelevant to your busines...
3. Optimise your blog contentIdentify which key terms and phrases your targetaudience will be searching for and incorporat...
4. Encourage interactionAllowing your audience to comment on your blog postswill encourage interaction and open dialogue -...
5. Promote your blog posts and makethem shareableYou should add social share buttons to your blog posts sothat site visito...
Final ThoughtStick with it.Business blogging can be a ‘slow burn’ endeavourbut will reap benefits in the longer term by att...
About the author      Matt Gill is a Communications Consultant and Managing Partner of ID      Comms      Matt has spent t...
Right and licensesThank you for reading, please share freely.This work is licensed under the Creative Commons Attribution-...
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5 Tips for Successful Business Blogging

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Cut down of a document that I originally wrote for a client to provide them with some guidance on how to approach blogging for their business. The blog is now considered as something of a success, having driven more than a 50% increase in site visits within 6 months.

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5 Tips for Successful Business Blogging

  1. 1. 5 tips for successfulbusiness bloggingHow to get the most out of your companyblogPrepared by Matt Gill
  2. 2. Context points for this guide1.  Blogging is a powerful tool. Business that blog generate 55% more website visitors, 102% more Twitter followers and 126% higher lead growth than non blogging businesses*2.  Given the importance of blogging in contributing to the success and growth of businesses, it is crucial that you execute the right strategy for your company blog3.  This means creating the type of content that will attract your target consumer and turn site visits into leads or sales4.  To do this you will need to create informative, relevant and compelling content that your audience will want to both read and shareThe following pages of this guide detail our top 5 considerations forhelping you to develop a successful blogging strategy for yourbusiness. * Source: http.blog.hubspot.com 2
  3. 3. 1. Agree on the overarching purposeand strategy for your blogThere are 2 key questions that need to be answered:1.  What should the blog say about your company and what it stands for?2. Who are you targeting as a business?The answers to these questions will be informed by abroader vision and strategy for your company but arecrucial in defining the role that your company blog canplay in contributing to the success and growth of yourbusiness. 3
  4. 4. 2. Determine your content strategyThe next step is to then determine what types of content that isrelevant to your business will appeal to this audience. What willthey find interesting and useful?Products and services should be integrated into blog posts in asubtle way, as long as they are a useful and relevant addition tothe content. Explicit promotion can come across as shallow andis also unlikely to be interesting enough to hold an audience’sattention or for them to want to share it.It is important to determine the frequency of blog posts - thegeneral rule is the more often the better, but this must bebalanced with the reality of running a business and it isimportant not to set unrealistic targets. The key thing is thateach blog post is informative and interesting (this is the goldenrule) - better to have 2 compelling posts a week than 5 dryones. 4
  5. 5. 3. Optimise your blog contentIdentify which key terms and phrases your targetaudience will be searching for and incorporate thosephrases in both the content and title for your blog posts.It’s also important to create eye catching or pithy titlesfor your blog posts (lists work particularly well).Create individual pages for each blog post so that searchengines have more pages to index on your site - this willhelp with your natural search rankings.You should also link internally between pages on your sitevia key word ‘anchor text’ (text that is clickable) - e.g.linking from a blog post to a specific product page that isrelevant to the content of the post. 5
  6. 6. 4. Encourage interactionAllowing your audience to comment on your blog postswill encourage interaction and open dialogue - it alsogenerates more fresh content for your site (searchengines favour fresh content).Overly negative, malicious and ‘spammy’ commentsshould be moderated but otherwise it is good practice tobe as open as possible - feedback via comments will alsoallow you to determine which posts are interesting oruseful for your audience and can inform future contentstrategy. 6
  7. 7. 5. Promote your blog posts and makethem shareableYou should add social share buttons to your blog posts sothat site visitors can share them within their socialfootprint - e.g. facebook, Twitter, G+, StumbledUpon,Digg, delicious, Pinterest. This will help to extend theaudience for your posts and create more inbound links toyour site which will drive site traffic and have a positiveimpact on your natural search rankings.It is also important that you push your blog posts via yourown social media channels in order to generate as muchsite traffic as possible. Again, this will have a positiveimpact on the rank of your content within search engineresults pages. 7
  8. 8. Final ThoughtStick with it.Business blogging can be a ‘slow burn’ endeavourbut will reap benefits in the longer term by attractingmore visitors to your site and more subsequentconversions to lead or sale. 8
  9. 9. About the author Matt Gill is a Communications Consultant and Managing Partner of ID Comms Matt has spent the last 12 years driving media innovation for some stellar global brands from adidas, HP, Jim Beam and British Airways. Matt has been a consistent follower of the technological revolution in media and clients value him for his intuitive understanding of how to apply communications innovations to their business. Matt consults for clients wanting qualified, independent advice on how to invest in media technologies. His straightforward measured advice helps clients discern which opportunities they might invest in now, when to ‘wait-and-see’ and which are likely just fads to be avoided. Matt introduced British Airways to mobile applications in 2005 when this was still a breakthrough technology and championed adidas to deliver their first ever digital-centric World Cup campaign in 2010. Prior to joining ID Comms, Matt worked for media agency Carat where he was responsible for leading media innovation on the adidas business globally. During this time he delivered the much-celebrated adidas campaigns ‘Impossible Is Nothing’ and Originals ‘House Party’. Matt has picked up numerous industry awards for media creativity and innovation. http://uk.linkedin.com/in/mattjwgill 9
  10. 10. Right and licensesThank you for reading, please share freely.This work is licensed under the Creative Commons Attribution-NonCommercial- ShareAlike 3.0 Unported License. To view acopy of this license, visithttp://creativecommons.org/licenses/by-nc-sa/3.0/© Matt Gill, 2012 10

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