Why make your blog your content marketing hub?To put a slightly different spin on what Chris Brogan says, blogs are your home base; they are at the center of your content marketing system. Whether you’re a small business or a Fortune 100 company, blogs should be at the heart of your content marketing because blogs fuel social media, search optimizationand the sales process. The top five reasons to use a blog as your content hub are:
- Blogs are owned media. Your blog content is yours. You’re not at the whim of changes in the rules of third-party platforms, such as the recent changes toLinkedIn, Twitter and Instagram. A blog has the added bonus of providing an always-on crisis management channel to get your message out 24/7.
- Blogs are a form of social media. Through social sharing, comments and guest posts, blogs provide the basis for building a targeted community. In fact,HubSpot‘s research showed that blogs top other forms of social media for effectiveness.
This HubSpot report shows how important blogs are for businesses.
- Blogs support search optimization. Because of their structure, blogs are search-friendly. You can enhance this by focusing each article on a specific keyword phrase and link to internal and external content.
- Blogs drive sales. To support sales, write blog posts about how to use your products and show them in context to provide prospects and customers with product information they need. Then link to your specific product pages to support the sales process.
- Blogs incorporate a streamlined CMS (content management system). At its core, blogs are an easy-to-use, low-cost content system.
#1: Build a Strong Blogging Foundation to Support Your Content MarketingIn order for your blog to be the center of a strong content marketing plan, you’ll need to make sure you build your blog on a strong foundation. One of your first decisions is how to set up your blog. Make sure you use your own URL. The best option is to use a self-hosted WordPress blog. Don’t use a free hosting option such as Blogger or WordPress. Even better, incorporate your blog into your overall business website. Use http://example.com, not http://example.wordpress.com.
#2: Know Your AudienceBefore you begin blogging, you’ll need to know whom you’re writing for and what they’re interested in reading. One way to find out more about your audience is to use marketing personas. Create a set of marketing personas to clarify and give a personality to the people you’re trying to reach. It’s easier to write for someone you know than a faceless mass. Incorporate their content consumption habits and their social media proclivities.
#3: Develop Your Content Marketing PlanSeveral components come into making a good content marketing plan. Here’s what you’ll want to include in your content marketing plan. Map out your promotional calendar Start by planning your organization’s marketing events for the year and use public holidays where appropriate. The objective is to create hooks around which to develop your content. In addition to seasons and holidays, consider annual events that apply to your product offering. Include relevant tradeshows and conferences, as well as social media participation.
#4: Optimize Content to Enhance EffectivenessYour content isn’t finished once it’s written or created. You still have to enhance its attractiveness to readers. Here are some key points to make your content work for your business. Integrate your 360° brand into each blog post and piece of content Ensure that your audience can associate your content with your organization. Among the elements to consider are colors, voice, text presentation, sounds, language and visual representation. Optimize content for search At a minimum, focus each post or piece of content on a keyword phrase, be sure to include both internal and external links, and add appropriate search-friendly text to non-text content. Format content to facilitate consumption Entice readers by making it easy to read your content. Break your content into bite-sized information chunks, use bold type to guide readers who are skimming to grasp the sense quickly and use photographs to attract attention.
#5: Plan Your Content PromotionJust publishing your content isn’t sufficient to reach a broad audience. You’ll also need to promote your content so that more of the right people see it. Here’s what you’ll need to do to promote your content. Incorporate automatic blog content delivery Set up your blog to enable readers to receive your posts via email and feeds without having to think about it. Leverage social media to distribute Share your content across the social media platforms relevant to your audience. You can automate this, but I prefer tailored sharing to maximize the impact. Add this activity to your content marketing plan. Also include social sharing buttons with each blog post and other content to enable readers to share your content.
#6: Allocate Resources to Your BlogTo make your blog the heart of your content marketing, you need human and financial resources. Quality content that attracts and converts prospects doesn’t just happen when employees have time. These resources may be internal or external. You’ll want to consider a variety of resources. You’ll want to look at resources forcontent creation to develop the information; creative, including design, photography and formatting; editorial to ensure that the content conveys the appropriate ideas, as well as editing to ensure the grammar is correct; marketing to get your content distributed; and technology to facilitate uploading and other technical issues.
#7: Track Content Marketing ResultsAs with any other business initiative, you must measure your results. Plan your metrics and content creation to ensure that you have integrated the ability to capture the data you need. Used properly, a blog not only supports your social media, search optimization and sales processes, it acts as the hub for the rest of your content marketing.
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