Are your blogs paying off or would you rather be doing something else?
Is your approach to blogging right
The business of content marketing, writing and blogging are evolving at a rapid rate when it comes to small businesses, non-profits and communities. Those not involved are slipping behind in our competitive globalised world.
The effort you put into our content will have a big impact on you entire marketing effort from your website to social media, presentations, traditional marketing materials, and so is blogging. The pace of that change is accelerating as more and more organisations become involved.
Are you creating an inspiring brand that tells your strategic story? Who is the audience or market segments your blogs are aimed at and what do you do for them? What is your brand promise and how can you guarantee your promises?
“Don’t focus on having a great blog. Focus on producing a blog that’s great for your readers”. Brian Clark
Tiny little tweaks you make to your blogs, while important, aren’t going to provide you with any real return for your efforts. Unless you really nail your ‘big idea’, then you’re just wasting time and effort trying to tweak and test your way to success.
It is your ‘big idea that will drive your marketing it should be the thing that catches the interest of your audience and it’s something you should focus on. Pinpointing exactly where your customer experience has gaps and opportunities, could be a good starting point?
Make full use of Big Data and the Internet of Things (IoT), to supplement and enhance the information you utilise in your blogs and improve your return on effort.
Timing is the hard part
It takes time for blogging, in fact, all content marketing to get traction and generate the desired results. It does not have the impact of television or radio, but content marketing is where the eyeballs are.
One blog doesn’t make a summer. It can take many months of blogging before a target market will respond in any meaningful way. You need to invest heavily in writing blogs in the early stages in order to build some critical mass of material and followers.
In your marketing schedule, the frequency and timing of each blog should be carefully considered. Obviously, if you can create more truly valuable and outstanding content, that’s great, but most organisations aren’t willing to make the investment to make that possible.
Think big, start small, deliver quality
The key is the quality of your blog. It is obvious that bloggers are spending more time on producing quality blogs as they were just a few short years ago. While there is still a lot of rubbish out there, things are slowly improving.
Many bloggers are certainly doing more editing with far fewer typos and spelling mistakes appearing and the quality of formatting, photographs and diagrams are also improving. It is better to have one good quality blog each week than many half-baked blogs each day.
Starting small doesn’t mean skimping on your content. The average blog seems to be from 400 to 1,500 words plus photographs and diagrams. Many of my blogs exceed 2,000 words and multiple photographs and diagrams. The addition of a video or audio can also increase the performance of the blog.
“Experience is what you get when you don’t get what you want”. Lewis Pugh
Bloggers with higher-frequency content are probably doing other things well, including production, distribution, promotion and measurement.
Set your blogging objectives
Indiscriminate blogging will not only be costly in terms of time but the lost opportunity. You could have a number of different objectives including the following:
- New business generation.
- Nurturing prospective customers.
- Customer service and education.
- Customer experience.
- Training and informing employees and volunteers.
- Informing shareholders and funders.
- Informing your community and networks.
It is important to make sure your objectives are measurable so that you can focus your research and utilise analytics. If you are consistent with measurement, better results can be expected.
Analytics can be one of your major differentiators. You can’t wing blogging without analytics to measure your efforts, and probably even have some success, but to actually improve performance, analytics will guide you.
If half the job is content production, then the other half must be concerned with planning and content marketing.
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Blogging can be very time consuming when you add up the time it takes to find suitable quotations and photographs and to do the editing. My average blog takes over three hours from start to finish, even when I draw on material I have been writing for years.
Put more time and effort into each post if you want your blogging to work for your organisation.
My simple formula goes like this. The better the quality, the more followers, the more leads, the more conversions and the more revenue. Simple really, if you invest the time.
Content marketing is now more popular than ever before. This is a good thing for customers because it means organisations are more focused on creating quality content and the levels of customer service and customer experience are escalating.
Blogging is evolving and becoming more professional, strategic and data-driven, which is where Bog Data can become most useful. There is no substitute for measurable, quality content that addresses the needs of your market segments and your stakeholders.