Having a regularly updated blog is a great way to develop a business, through expanding networks and creating customer awareness. Conversely, they are also an excellent tool to lose business and alienate groups of people, when not being managed in the right way.
One of the secrets of a successful blog is to create new and fresh content; it keeps the footfall going and generates a certain amount of respect. As such, they provide a great platform to demonstrate expertise, knowledge and insight.
All too often though, this information can become victim to tunnel vision; focusing on just a limited range of topics. Worse still though, many blogs can simply become conduits for company news, rather than generic industry related and relevant content.
As a tool to announce major news, awards and press releases, blogs are ideal of course. The placement of such pieces should be kept to a minimum though and only when truly noteworthy.
A blog should ultimately aim to educate, influence, entertain and inform. Its primary focus is essentially selling and promotion, but the content placed on it should not be focussed this way.
The best SEO bloggers know that a mix of content is best, where a repeat flow of visitors will ensure the promotion side delivers.
Those companies that have a successful blog can expect an increase of 55% in visits to their website, according to recent industry research – but if only insular articles are posted, the number of visits will most certainly not be lifted and could be negatively affected.
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