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5 Types of Blog Content That Keep Your Marketing Fresh
By Steve Lazuka, Zerys for Agencies
Coming up with unique blog content on a continual basis is one of the most demanding aspects of an inbound marketing campaign. Not only do you have to invent a fresh topic and title, you also have to think of a creative spin or unique angle on the topic to make sure you're not repeating something that's already been done to death.
To help stave off the boredom, here are 5 types of blog content to include in your rotation to keep it fresh.
1. How-to and Tutorials
These are some of the most powerful types of blog content because they directly solve a reader's problem. They are also beneficial for you because how-to posts and tutorials give you an opportunity to showcase your products and services in a variety of ways.
For example, let's say that you're a photo frame manufacturer and you create a tutorial on how to make a side table from a large frame or a spice rack from several small frames. In one post you're branching out from the photographers you usually target while also showcasing the versatility of your products.
If it seems like most of the blog posts you come across on the web are lists of some sort, you're not imagining things. It's been scientifically proven that people like lists. Lists help us sort things, categorize things, and prioritize things. We also assign importance to things based on the length of the list. People tend to like nice round numbers - like a Top 10 - while a list of odd numbers tends to call attention to itself.
Why does this translate so well into blog content? Because the very nature of inbound marketing is to solve problems and giving people a list of solutions all in one place is more than most of us can resist. In short, lists work.
If you're busy working the social media angle by hosting Google Hangouts, Twitter Chats, and webinars, don't just toss them away once the conversation is over. Instead, take the time to write up a summary or a transcript of the event so it can remain useful once all the participants have signed off.
Writing up a transcript of a video will give those that either missed it or don't have the time to watch the entire clip get the information they want. Summarizing chats can give those that missed the discussion all the important points without having to scroll through a confusing conversation.
4. Opinion Post
These are sometimes called "rant" posts and they can be an excellent opportunity to express an opinion that is contrary to the current general opinion or thoughts by leading experts. When done right, the opinion post can be a great way to establish yourself as someone with genuine, unique, and valid opinions and may lend a little credibility towards you as an industry leader.
If you do decide to delve into the opinion post the first rule is to be sure you always maintain a cool, professional tone or else you'll just come across as angry and complaining. Make sure your post is based on accurate facts and statistics, and be clear about why you've taken your stance. Lastly, the opinion post should be used very sparingly or else you'll start to be known as a complainer rather than a smart and thoughtful individual.
Roundups and link posts can be a great way to draw in people who are out on the web doing research. Whether you do a simple link roundup where you find several relevant pages, or a direct roundup where you contact industry leaders for new information, the roundup can put a lot of information in one place and readers like that.
The key to making the roundup work is to include a bit of your own information along with each link. Don't be afraid to link to your own content if it fits. Introduce what the link contains and give a few words on why you think it's a good source for that information.
The bottom line is that you shouldn't be afraid to be creative. While there will always be a few SEO points to hit when composing your blog content, don't be restricted to 500-word text articles or any other confining formulas. Branch out, try new things, and keep it fresh to keep visitors engaged, entertained, and coming back for more.
Steve Lazuka is the founder of Interact Media, creators of the Zerys Content Marketplace and Zerys for Agencies content marketing platforms. Follow Steve @SteveLazuka
Zerys is a powerful content project management tool and writer marketplace that makes it simple to manage any content project from start (strategy planning) to finish (auto-publishing). Zerys for Agencies is a custom, private-labeled solution that allows agencies to manage all their clients’ content projects from one, simple dashboard. Zerys was founded in 2008, and is now used by thousands of businesses and hundreds of marketing agencies.
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For more information on how you can leverage different online marketing campaigns, check out PR Newswire's guide to creating content marketing campaigns for small business.