COMMENTS
2. Focus on Non-Branded Keyword Content
I find this tip to be the most important, yet most often overlooked. Building a community of followers based on industry topics, terms and keywords is a great way to build qualified traffic that will often have an interest in the products and services you're providing as well.
I agree that the hardest thing to determine sometimes is what to write about. I also find frequency tough, although I concluded that not everything appeals to everyone, so writing frequently is bound to hit many people at different times.
I used to religiously read the Hubspot blog when you were writing 3 or 4 times a week. Now you post 3 or 4 times a day and I can't keep up. Unfortunately is has turned me off to reading your blog, since there is just too much.
I still read occaisonally, but find that with so much to read on the Internet, I am more selective. I wonder if I am alone or others experience this too. So is writing too frequently becoming a problem?
@Roland - generating long tail keywords for your site is critical to increasing search traffic that will drive leads and sales.
@Ron - Thanks for your feedback on our post frequency. It is very helpful. I think it is a tough choice for everyone to make when publishing blog content.
Blogs are certainly the way useful to communicate on regular basis where we can benefit from both users and search engines! As hundreds and thousands of blogs are rising every day,you should always move with updated knowledge on Best Blogging practices! I have found that users are more tending to read content which is easily accessible and less in length!
Another post of value Kipp, thanks! I understand the 'time' challenge that people are identifying in these comments, it is difficult to keep on top of everything that you may want to. Here is a potential strategy, allocate a certain amount of time specific to the task as well as a number of resources you want to follow and execute your interactions within that set time. It doesn't keep you on top of everything but it does keep you going. Also, are there other people within your company that you can designate portions of the work to? Break it up into small tasks that can be 'eaten' quickly by appropriate resources internal to your organization.
What do you think?
@Shawn - Great point! I should have been clearer. Having CTAs on your blog is critical.
These are great tips, and validates the approach we are using at Porter Research and Billian's HealthDATA. I am in the process of creating tips and tricks sheet for our company bloggers, and this post will be at the top of the list.
I have to agree with Ron about being overwhelmed with all the data hitting the screen in a day. I'm sure there are good ones that I delete based on the headline...showing the importance of that part of the problem. This was very useful info Kipp. happy your head brought me in.
I have to agree with Ron in that I have subscribe to alot of relevant blogs but have to pick and choose. This is where the title is crucial to me reading the article. Not just Hubspots blogs.. I usually browse over all of them and pick and choose. I have gotten picky about length as well.. I have recently seen really short blogs which usually get my attention and the long blogs that are paragraphs long with no breaks turn me off.
I get what I need from blogs, but in the end, either I have subscribed to too many or they are not capturing my "short" attention span.
I agree with Ron on the frequency and I mentioned this in your recent survey. Love your blog, but several posts a day is too much. Will keep following though, because I think you guys are great and often recommend you. Please make it easier on us by limiting posts to a couple of times a day. :)
Great post Kipp, and lots of excellent comments to go along with it. Despite the fact there has been so much talk about blogging for businesses, it's still the most under-utilized marketing tool in the world IMO.....but in terms of business blogs, you bring up a great point about NOT making the blog about the business. When it comes down to it, people read blogs because they're looking for answers, not frivolous sales pitches. Also, I see many companies using their blog as some type of calendar of events. Although there may be times for this, I think the absolute key of a great biz blog is giving great, valuable content in every article. I think it's also key to have opinions. Stand out. Become the voice. This is what blogging is all about for a business.
Marcus, you bring up a great point. "it's also key to have opinions. Stand out. Become the voice. This is what blogging is all about for a business." I totally agree, but am trying to work with a company policy that shies away from personal pronouns because it lacks professionalism. Any advice on how to work with this thinking?
@Jennifer-- Tough call Jennifer, but I do think it's possible to combine the 2-- professionalism and having an opinion. At the same rate, businesses need to understand that good blogging creates conversation, and conversations involve opinions, and opinions lead to people agreeing and disagreeing--which is actually a GOOD thing.
To give you an example, one of my businesses is an inground fiberglass pool company. Our blog gets more traffic than any other swimming pool blog in the world because it's rich on opinion, honesty, and information. Does everyone always agree with it? No, but the ones that cry the blues are vendors and competitors, NOT the consumer. Consumers are just thirsting for information, and whomever has got the guts to give it to them straight will win their trust and become know as the voice of that industry. I've lived through this and strongly believe it's the only way to go about business blogging.
Personally, I think it's really important that the blog have the same branding and look and feel as the main website. I see far too many add on blogs that just look like a plain template and haven't had a custom design added. If the blog is the first thing your visitor sees, why not make a great impression, same as you aim for with your website.
Good post as usual. We at Ness are taking the plunge (finally) and are enjoying learning from the stories of others. Should be an adventure!
@ajdun