Found: Connecting with Customers in the Digital Age by Matthew Certo

Author:Matthew Certo
Language: eng
Format: mobi
Published: 2014-05-20T16:00:00+00:00

When people start blogging, many of them quit after only a few

months because they don’t see results quickly enough. Building

traffic through blogging takes time. (Adapted from Moz)

• Blogging Success Requires Volume. If you want to see a true business impact from your blog, remember that you have to create and fill your blogging pipeline with a great deal of content. A blog post or two every six weeks won’t cut it. According to a recent HubSpot survey, businesses that blog twenty times per month get five times more traffic than those that blog fewer than four times per month. That statistic heavily reinforces the notion that churning out a high volume of content is critical to success.

• Your Blog Should Be Inside Your Company Website. It may seem like a given, but it is all too common for businesses to create blogs and host them on other domains or with third-party blogging services such as WordPress or Blogger. These are wonderful free platforms, but housing all of your blog content on their website (www.blogger.com/xyzhealth) instead of your own (www.xyzhealth.com/blog) gives all of the search engine “credit” to their site. Accomplished blogger Geraldine DeRuiter likens this to “doing a bunch of repairs and upgrades to a rental car”—a point she made after reflecting on important lessons learned after writing a thousand blog posts and monitoring their progress. Keep in mind that it’s certainly a best practice to use a blogging platform (we use WordPress the most), but be sure it is installed on your site, not on someone else’s.

• Don’t Forget the Images. It can be easy to get too focused on the writing and forget the imagery. While the written content is certainly important, we can’t forget the importance of imagery. As a society, we’re becoming more drawn to and influenced by imagery over the written word.

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