How to Blog for Automated Marketing
Blogging is usually the first type of content most companies create. It is low cost, low effort to create, and it’s effective. Blogging online is easy, but it’s a difficult way to drive traffic in the short term. Blogging is a long-term strategy that needs to be correctly understood so that its benefits can be maximized.
Also, a blog isn’t something people are going to read during the buying cycle. So you need to understand that blogging is for audience building, which in turn builds your funnel. But it is very different from the content you need to create for the buyer’s journey. Here are some tips to keep in mind when writing for your blog and tying it into your marketing automation solution:
Evergreen posts: Posts that have a very long life span should be given more attention than shorter, time-sensitive posts. Evergreen posts should be well researched and heavily optimized for SEO. These posts pay dividends long into the future. Also, use these posts to advertise your content.
Breaking news posts: Breaking news posts are generally quick-hit posts. They are very timely and have short life spans. They drive a lot of traffic in a short time period. When writing breaking news pieces, make sure to work appropriate content into the body of the article.
The goal is for your breaking news to be shared and conversational, thus driving people back to the post and seeing your content.
Thought leadership: Your blog is your soap box. Use it wisely and effectively. With 2 million blog posts going up every day, the amount of content you have to compete against is huge.
Keep focused on your goal of being the brightest mind in your industry and you can gain the thought-leadership spot. If you fill your blog with reposts of other people’s thoughts and ideas, you are going to get traffic but won’t be considered a thought leader. If people consider you a thought leader, they are more likely to engage with and share your content.
Being noticed: Many times, you have tactical goals. They might not be lead-generation goals but rather visibility goals. Maybe you need to get on the radar of analysts. When your goal is to get noticed, consider creating content specifically for analysts. Interview them, do research that they will find interesting, or propose a question for them.
Readership: For your blog to be read, it has to be seen. Don’t just wait for it to be found; to drive readership, you also need to promote it. When you have evergreen posts, you can use them in lead-nurturing campaigns and even as social engagements.
Think about advertising posts on Facebook ads, Twitter, and LinkedIn. Consider promoting a post just as you do a piece of content in these advertisements, not your blog’s name. Driving people to your blog gives them a reason to come and helps them to find more of your content.
Some blog platforms have sidebar callout features. The features are just advertising spots on the side of your blog. Use these features to advertise content offers as well. These are good places to show a video, the cover of a white paper, or an impressive statistic.
Think of these as mini billboards used to generate a click to download the content. These also are easy to change so that you are always promoting your most important content regardless of which post someone is reading. These are a great place to use dynamic content populated from your marketing automation solution.