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How do you create content that strikes a chord with readers and can be easily found by those most likely to read, use and share it?
While the search algorithms and promotion strategies involved in reaching the maximum possible audience may be complex, a few simple rules apply to creating content that meets readers’ needs.
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As humans, we tend to like our routines and habits. We set an alarm for the same time every morning. Breakfast looks identical most days. Following routines and doing things the same way every time is reassuring and comfortable.
But sometimes, it can mean you are stuck in a rut. And while our brains crave routine in what we do, they also crave new experiences in what we read and watch. As a marketer, or the writer of a B2B business blog, that means that while you feel most comfortable writing the same style of blog post every week (or every day), your readers are looking for something new and different.
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Making the most of your marketing content, including data from original research, means repurposing information to fit a variety of audiences, formats, and distribution channels. It is a key tactic to increasing the ROI of your marketing efforts by getting more traction from a single idea or data point.
Start the process by creating an abstract the encapsulates the main idea of your content campaign and provides a foundation from which to work.
Read MoreTopics: Writing, Content, Strategy, Blog, Bylined Articles
If your company is like most, not all of your official communications come from the same person. If you are with a medium to large corporation, there may be multiple teams in multiple locations, each tasked with a different objective.
Read MoreTopics: Strategy, Content, Content Marketing, Writing, Content Creation
A key element of a successful business blog is providing readers with useful information. That could be industry data and statistics, it could be insightful analysis and opinion piece on the latest trends, or it could be directions that help your readers solve a problem.
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In a world where we are told that humans currently have an attention span roughly equal to that of a goldfish, it can be tempting to simply chase whatever the current “viral” topic happens to be that is setting the social media world on fire.
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If your public relations department is great at earning media coverage or inclusion in industry publications through contributed articles, don’t overlook how those same PR tactics can be a boost to your inbound marketing strategy.
Read MoreTopics: Writing, Public Relations, Bylined Articles, Blogging
Many of the tips we have covered over the last few years about using a business blog for inbound marketing have focused on broad concepts, strategy, and overall guidelines. But today, I want to focus in on a few specific steps you should be taking with every post you write, to boost the searchability of your content.
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Traditionally, a key element in optimizing web pages, including business blog posts, for organic search has been ensuring that targeted key words appear in specific locations on the page.
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The blank screen is staring you down, and your list of blog topics has been depleted. But you’ve made the commitment to blogging regularly and often (as you should!) and now the deadline is quickly approaching.
Where’s that mystical muse when you need her?
Read MoreTopics: Inbound Marketing, Blogging, Writing, Content
I enjoy traveling the globe to meet with clients, educate companies about all things PR and Inbound Marketing, and speak at industry events. Meet up with me when I’m in your city. Where will I be next? Meet Kristin
