Best practices for writing a content marketing blog

By: Jeremiah Moris

Most businesses now incorporate some type of blog as part of their content marketing. Successful blogs involve an interesting combination of appeal to emotion, entertainment, and useful information. It’s a delicate balance, and under no circumstance should a blog come across as an extended infomercial. Not every blog post will even deal directly with your product or brand, though there may be links to it.

Most often, blogs are more of ways to encourage engagement and provide opportunities for people to share your message. There’s a big audience for this type of marketing; according to an infographic by Ignite Spot, “6.7 million people blog on blogging sites worldwide, 23 percent of internet time is spent on blogs and social networks, and 77 percent of internet users read blogs.”

Allocate sufficient marketing funds

When marketers don’t see the success they’d hoped for after starting a blog, they might give up on the whole business, assuming it doesn’t really work. However, Steve Olenski, editorial board member of the Journal of Digital & Social Media Marketing pointed out “The Content Marketing Institute posits that the biggest challenge faced by business to consumer bloggers in the past year was a lack of budget.” This budget deficit probably stems from the fact that most blog platforms are free—what is there to spend money on?

Hire outside writers

Well, you might need to spend money in order to come up with effective content (unless you have several hours a day to spend focused on your blog and your writing skills are substantial). Jason Nageli, the VP of sales and marketing at Holmes Homes explained, “Skilled content marketers may hire professional writers to craft witty yet keyword-dense content; place pay-per-click ads on other respected sites; or engage in other forms of advertisement.” It isn’t an admission of weakness to hire additional people or companies as part of your marketing strategy. It’s just good delegating.

Create a posting schedule and stick to it

The first thing professional writers will tell you is if your blog isn’t consistent, it won’t gain followers. People who follow blogs or add them to their RSS feeds expect new content will continuously be published and it will be consistently high quality. The number of posts per week will depend on your goals for your blog and what you expect your readers to do with the information you give them. A ballpark number might be to start with 3 a week then wait and see if you need to increase or decrease that number.

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Jeremiah Moris New York City Writer

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