Mission Control: Why Your Blog Should Be the Center of Your Content Marketing
Posted by Charles on June 29th, 2011
The Google Panda has spoken and suddenly content is king. The higher quality content you can turn out on a regular basis, the better.
With the pressure on to produce consistent, worthwhile content, you need a place to write. You need a place to pose ideas, form opinions, make profound statements and establish yourself as an expert in your chosen profession.
In short, you need a blog. Your company blog is your primary content production center. It’s one of the few places where you can have full control over the words and illustrations that frame what your company is about.
Blogs are content friendly. Anytime you want to add something, they’re ready for you. They provide an easy way to document what you want to say and portray to your audience because you manage each entry. If you produce the content internally, you know what you’re saying. If you have a guest blogger appear, you have reign over the final edit.
In addition to product content, you can also use your blog for a variety of purposes such as:
- Announce company news
- Responding to customer input
- Announce job openings
- New products updates
- Special offers or discounts
In addition, your company blog provides you with a pre-existing brand. You don’t have to establish any credibility for the blog if your company’s credibility is already set in stone.
Since you own what you write, adding content to a blog is easy. You don’t have to get multiple permissions to share your copy on other sites. You can publish your blog copy, in whole or in part, on any other website you own – and syndicate it wherever you wish.
Is there an ideal time to write? Sure – whenever you get an idea. While there is research regarding the ideal times to post new blog entries, anytime you get an idea to write about is a good time to blog. Write it and save it if you don’t want to send it out right away.
There are many software tools that will syndicate and track your blog entries for you if you want them to go out at a particular time.
This brings up the most important point: it’s your blog. You can write about whatever you want. Sure, it should be relevant to your business or the industry in which you ply your trade. But you are in total control. Word count, keyword saturation, subject and attitude – everything is in your hands.
When you write, have an opinion – allow comments on what you write. Nothing starts up a conversation faster than a strong conjecture. Be prepared for anything – but also be ready to back up your position. Just be sure not to let your opinion slide into a one-sided promotion of your product or service. Remember – online consumers don’t want to be hit over the head with sales messages. They want content with a message they can take away and use.
Once you’ve posted your new blog content, be sure you get your message out by sharing the link on Twitter, Facebook and every other relevant social media location possible.
Don’t forget to use the RSS feed. Spread the word as far and wide as possible. But don’t stop there. Contact your customers through e-mail. Tell them to check out your latest blog post.
If you have specific customers who you believe should be contacted outside of your email list, write to them personally and provide a link to the new post. Also be sure to post to niche groups and forums.
Before you post, make sure your post contains relevant links. Guide your readers to other relevant sites. Another thing you want to be sure to do is track your posts, one good way would be to install Google Analytics on your blog.
The most important thing is to take action. You won’t be able to get your message out to the world if you don’t have a place to write, so create your blog today and start posting!