Six Crucial Attributes of a Successful Business Blog

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Six Crucial Attributes of a
Successful Business Blog
by Michael Gerard | February 26, 2015 | 3,448 views
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Six Crucial Attributes of a Successful Business Blog
Investing in owned media, such as a corporate blog, is crucial to a company's success in content marketing. But
what does it take to launch and sustain a successful business blog? These six best-practices and tactics.
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How a successful business blog fits into content marketing strategy
The six attributes your business blog needs to become successful
How to measure the success of your blog
There's no denying that content marketing, which has
gained significant traction over the last five years, is
becoming increasingly important to businesses across all
industries.
Marketers have found that investing in owned media (e.g.,
corporate website, blog, or microsite) is crucial to a
company's long-term success in content marketing.
One type of owned media—the blog—is among the top 5
content marketing tactics used by B2B marketers,
according to a recent study by MarketingProfs and the Content Marketing Institute.
But what does it take to launch and sustain a successful business blog?
At Curata, we conducted a survey of 428 marketers to answer that question. Our analysis focused
on the best-practices and tactics of bloggers with 10,000+ month visitors, identified as the "10K
Club."
Careful assessment of that group—including
interviews and survey data analysis—revealed
that the following six attributes have been
crucial to the success of the 10K Club.
1. Gain executive support and investment
It is critical that a company's CMO recognize
the importance of content marketing to drive
pipeline growth.
Equally critical is that the CMO be prepared to
invest in the creation and marketing of a
business blog as part of a broader content
marketing strategy.
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Some 56% of marketers in the 10K club are
hiring additional resources for their blog,
whereas only 24% of companies with <1,000
pageviews per month are doing so.
2. Create a blogging strategy
As part of a basic blogging strategy you should identify...
Who your audience is
What your objectives will be
What type of content you'll create and curate for your blog
How you'll align with both corporate and business units' campaigns
(Note: Parallel with the planned content, you should continue to publish reactive, random acts of
content as the need arises.)
A key success factor exhibited by the 10K Club is providing shared services and infrastructure for
the rest of the organization to contribute to the company blog.
Some 80% of 10K Club bloggers have established a Center of Excellence (CoE) team to enable
other teams across their organizations to ensure their participation.
The CoE team oversees key responsibilities related to the business blogging strategy, such as
providing...
A blogging code of conduct
Guidelines for engagement
Design, editorial, and writing staff
Best-practices
3. Create relevant, high-quality content
To develop relevant, high-quality content, avoid being "egocentric": Focus your blog content on
topics that will help your audience be better at their job and more successful in their career versus
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solely providing content about your own products and solutions.
(For more information about non-egocentric content marketing, see the four steps to content
marketing enlightenment.).
To create relevant, high-quality content, consider doing the following:
Tap into subject matter experts, both internally and externally.
Engage readers using charts, infographics, and other visual elements.
Use content marketing humor to your advantage.
4. Post frequently
Asked about the frequency of their posts, 91% of 10K Club members said they post new blog
updates at least once a week. Be sure to post often, and develop a cadence that your audience can
rely on.
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5. Market your marketing
Successful content marketers market their marketing. That is, they don't create a great piece of
content and then "throw it over the wall" to their social media team. They align with several groups
across their organization, taking a multichannel distribution approach.
More specifically, the best content marketers...
1 2 3 4 5 6 7 8

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Align with their social media team for a smooth hand-off of content for promotion into
LinkedIn, Facebook, Twitter, and other communities.
Execute their own promotional tactics (e.g., promoting content across their own networks).
Collaborate with demand generation and marketing operations teams to use their content to
nurture buyers in marketing's pipeline (e.g., 39% of 10K Club business bloggers use
newsletter promotion at least weekly, as presented in the below chart).
Tap into paid media such as Outbrain, Disqus, Taboola, and other types of promotional
services. (Check out this list of content marketing promotion tools for additional ideas.)

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6. Measure your impact
10K Club members measure their pipeline impact to demonstrate and improve performance. While
pageviews remain the most measured element, the following are other important content marketing
metrics:
Likes or shares
Time spent on site

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10K Club members stand out from the pack in also tracking influence on the marketing and sales
pipeline as well as impact by individual writers.
* * *
Check out the Business Blogging Secrets Revealed e-book for additional data and findings from the
study, including what other attributes are important for a successful business blog.
Join over 599,000 marketing professionals, and gain access to thousands of
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Michael Gerard is the CMO at curation and content marketing solution Curata,
where he is responsible for marketing strategy and related activities. He has
over 25 years of marketing and sales experience.
LinkedIn: Michael Gerard
Twitter: @michaelgerard
Tweet 657 99 Share 307
Blogging, Blogging Strategy, Content, Content Marketing, Content Strategy, Inbound
Marketing, Measurement, Metrics, Newsletters, Social Media
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