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Boost Profitability with Frequent, Consistent Blogging
By Phillip Thune, Textbroker
Steadily gaining momentum since debuting over a decade ago, blogging is becoming a central strategy for businesses to boost their profits, strengthen their brand images and create meaningful dialogues with their target audiences.
A roundup of industry statistics shines a startling light on the effectiveness of business blogging. Not only do 70 percent of consumers learn about a company through articles rather than ads, but companies with blogs generate 67 percent more leads, capture 97 percent more inbound links and amass 434 percent more indexed pages. [Source: www.ignitespot.com/small-business-marketing-idea]
Achieving these numbers is critical for any business to generate brand recognition, significantly increase sales, improve search engine visibility and build credibility with readers/potential customers. However, simply having a blog is not enough to acquire these coveted statistics.
Publish Quality Content Regularly
The most successful bloggers have discovered that both readers and search engines are attracted to relevant content that is published on a frequent, consistent basis. Regularly publishing articles on a schedule is more important than how often the blog is updated each week. However, once or twice per week should be the minimum because more content hosted on your website translates into additional opportunities to get noticed.
Search engines constantly crawl the Internet, identifying and indexing fresh content that offers readers something of value. Having more indexed pages enhances your credibility as an authoritative voice on a topic, an important element right now in Google’s decision to promote links to the top of search rankings.
As rankings grow, readership numbers increase and inbound links from other bloggers referencing your content multiply, further building the integrity of your brand. Just remember that frequently and consistently publishing blog posts only achieves results if the content is worthy of winning the click.
Overcoming Time and Creative Constraints
While most companies would love to commit to publishing new content a few times each week, the reality is that there is rarely enough time to devote to the task. Even when there is, coming up with creative ideas for blog topics is challenging.
These four simple steps can help you break through the typical time and creative constraints to get your business-boosting blogging campaign off the ground:
- Develop and commit to an editorial calendar, one that reasonably fits within your schedule. At the beginning of the month, plan out your articles but leave room for unexpected topics that might pop up.
- Consult a variety of sources to find inspiration for blog topics. Google Alerts notifies you of trending news in your industry. Browse your accounts to see what has social media buzzing. Feature a real-life story about one of your customer's experiences, or craft a thoughtful response to another recently posted blog or video.
- Google likes in-depth, authoritative articles, but readers invest little time in digesting online information. Consider breaking up a 1,500 word article into three posts. A series on one topic allows you to embed links to secondary content on your website and generates more pages for indexing by search engines. It also provides marketing opportunities with promotional teasers and encourages repeat visitors. The best part is that you can write them all at once and then schedule publication for later dates.
- Hiring a freelance writer offers another solution to both problems. Not only is the work completed quickly, but your blog also benefits from a fresh perspective. Tap into their expertise by asking for topic suggestions.
About the author, Phillip Thune
Mr. Thune is the Chief Executive Officer of Textbroker, which he joined in 2010. Textbroker has grown dramatically as demand for content marketing has increased across the world. Prior to Textbroker, Mr. Thune was the CEO of HireMeNow.com and President of MIVA (previously FindWhat.com), where he helped grow the company from 35 employees and $500,000 in annual revenue to 500 employees and nearly $200 million in five years, raise over $34 million dollars, acquire five businesses for a total of $230 million, and achieve a market capitalization of over $700 million. Mr. Thune also helped lead two different radio broadcasting groups which were among the 25 largest in the U.S.
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