Content Marketing first became popular in 2008 when Marcus Sheridan of Riverpool & Spas used it to save his pool company from going bankrupt. The company used a new approach during that time to increase its reach, and today its website gets more traffic than any other pool company in the world.
With over 409 million readers viewing more than 22.2 billion blogs per month around the world, you’ll find that most brands do have a blog section on their website. Blogging is an essential part of any content marketing strategy of a business but, before getting into blogging techniques, why is it necessary for any business to blog.
Google considers blog posts that have less than 500 words as thin, which is not a good sign for SEO. Most bloggers see strong results with posts that are information dense, typically over 2000 words get the best results. However, anything above 500 words will help you reap the benefits of the efforts that you put into a post.
With the growing access of internet and decreasing attention span, marketeers have started to realise the need of video content in their blog posts. According to a statistics report by Orbit Media, while only 26% of a blog content contains video, 41% of bloggers that report strong response use videos. Contributor posts, statistics, audio and images are some of the other form of content that helps bloggers get a better response.
The frequency is very much dependent on how many resources you have with you. The more often you post a blog, the more likely you are to get more traffic on your website. But if you don’t update it then it gives people no reason to visit your site on the assumption that there’s nothing new.
This does not mean that you should be levying on the post quality just to keep the frequency flowing.
According to Marketing Insider group, companies get three times more traffic when they post eleven or more posts than posting just once a month.
One reason using images on blog posts helps, is having them can reduce the bounce rate and increase the time spent on the website. In fact, articles using images get 94% more views than without images.
The average online views increase when including elements like photos, videos and others together with text. It also makes your blogs more appealing making it more likely to be shared.
Your headline is your selling point for your blog posts. It’s the first thing that the person sees before deciding whether to read your blog post or not. Hence, it becomes important to understand the need of your target market while writing the headline for your post.
You have a quirky headline which gets users to open your post and the content that is good enough to keep them hanging on until the end, but they didn’t take any further action. Do you think it was worth it? Putting effort in getting users to your site is as important as them acting after it. This action needs to be predetermined by a marketeer while creating the post. This is when “Call to Actions” comes into picture and it doesn’t always have to be about “buying” or “selling”. It can either be as explicit as this or it could be more implicit like inserting a simple link in certain sections to prompt them to browse other pages of your website. But the CTA must be consistent to the objective of your blogging strategy.
Examples of good call to action:
Content marketing is an essential element of any marketing or digital marketing strategy. One of our social media units (SMMBCM501A) specifically deals with planning, implementing and managing blogs for business. As the online world is always changing, we make sure to teach our students the most updated concepts they would need in order to become a digital marketeer.