As an important blog that I’ve developed and managed over the last two years is on the brink of 50,000 unique visitors all delivered via organic traffic, it’s a good time to look back and understand the value that this blog delivers to its business.
Content Marketing Hub
The first thing that a business blog will do is create a central hub for all contact marketing. In an age where content is crucial and there are so many different platforms to publish on, it’s important to have a hub. And to define, the “hub” being a central location where the original content is published. Going further, we’ll discuss taking content from this hub and distributing it to other channels, in particular the most appropriate channels for each piece of content, depending on the type of content and message of the content intended audience of it.
This is important for couple reasons, one of which is to gain the authority (in terms of Google PageRank) at your own domain from the content of your publishing, and get in the good graces of Google by creating a content rich blog.
Secondly, and this is less technical and more by simple observation, the blog has allowed all business stakeholders to look and see the impact that the content has made in one central location. The reach and scope of the content is not lost on anyone viewing this content from this hub at the blog.
Search Engine Traffic
The effects of content regularly published at a blog on search rankings can be very profound. With enough regularity, a blog with decent PageRank can almost be a surefire way to target page one in search for longtail keywords that are used as the title of blog posts. Along this line, blog posts can strategically and effectively be created to target search phrases that are desirable.
A somewhat nuanced take away is that authorship is powerful. Being a blog contributor to a business blog that publishes with regularity, even if you’re not publishing regularly — on a daily or weekly basis — will give significant boost to your individual presence on the web. And to be clear, when referring to authorship, I’m talking about the markup that shows correlation between a blog author and their Google Plus account. Google is using Google Plus accounts to establish identity of authors.
Syndicate Content Out
As I alluded to, content publishers will certainly want to take their posts and syndicate that content out to all the different corners of the web where there is an audience.
Suggested places to publish content to would be Facebook Pages, Twitter, Google Plus, and LinkedIn, to name a few. If the content is video, YouTube and Vimeo come to mind, and there are many other b-level video sharing sites.
Funnel Traffic In
While your hub remains your blog and you’re pushing content out to all different networks and in search, with the intention of users finding the content to find their way back to your blog.
Since this process can be very effective in generating traffic back to the blog, it’s important to consider conversion. What is the action you want visitors to take? Certainly you should be thinking of growing your e-mail list by getting subscribers, and also your social following. Some businesses will choose to offer product or advertisements that can generate revenue directly at the blog.
Research and Info for Potential Customers
At the end of the day, the blog should be a useful source of information about your business for visitors to take care, review and come to understand your products and services that much more. Any social proof that could be offered in terms of one subscribers social followers is great. Blog interaction could be much more powerful than just a static website by virtue of same others interacting, liking and sharing at the blog.