- helps you connect your organisation to people;
- improves your website’s search engine optimisation and search engine ranking;
- increases traffic to your website and keeps people coming back;
- positions your organisation as an industry leader;
- allows people to get to know individuals within your organisation; and
- informs people that you are keeping up with today’s issues and the information on your website is up to date and regularly refreshed
When we design websites for clients, they often say they don’t want a blog. The usual reason for not blogging is that it takes too much time and effort, so here are a few tips to maximise your blog’s return on investment:
- Adopt the hub and spoke model: Your blog should be at the centre of your online communications. This is where you should put all your valuable content. Then, killing multiple birds with one stone, share your blog posts via relevant social media pages. Use an enticing description, an appealing image to grab people’s attention, and a link to your blog.
- Make sure you monitor your blog’s performance. Certain posts will outperform others. Look for trends and then target new content around these trends. Don’t waste time writing something no-one will read.
- You don’t have to have a written blog, you can easily create podcasts on your smart phone with apps such as Anchor. Inviting external contributors to join you on a Q&A session is a great way to bring expertise to your blog, with the added benefit of increasing your blog’s reach when you get them to share the post.
- Your blog is an RSS feed – and that is a good thing. It means you can send automated newsletters in a few steps. Yes that’s right – set it up once and then monitor the results.
Send out a weekly or monthly newsletter via an automated campaign, using an email marketing service (MailChimp, Campaign Monitor etc.) to pull the latest blog posts directly from your website and automatically email them to your contacts.
If you categorise your articles (as you should to allow easy navigation) and you have segmented your contacts, you will only send relevant articles to relevant people.
- Blog posts don’t have to be long. There could be an extra 20 points on this list, but would you get to the end?
Adding links to your other posts helps reduce the length of an individual blog, while still providing valuable information. If you are new to content marketing or need some pointers you can read our content marketing series here.
Having a blog makes your content marketing easier not harder. So add a blog to your website today and reap the rewards. If your website is powered by a content management system like WordPress or Squarespace you can add a blog within a few clicks, or speak to your web developer. If you need help creating a content marketing plan, get in touch with our marketing consulting team via firstname.lastname@example.org