Having an active blog on your website is proven to be a highly effective lead generation strategy. According to a 2013 report from HubSpot, 80% of marketers whose companies are blogging reported ROI from their efforts. Statistics proving the value of blogging are everywhere, but how do you ensure that your company blog is effective? Here are five tips that will help you manage a successful blog campaign.
Crafting generic content just won’t cut it with your readers. Don’t just focus on the readers that you see as revenue sources. By focusing only on one segment of your audience, you will miss out on opportunities to generate engagement and get your content shared across the Internet.
In order to avoid this pitfall, create detailed personas for each segment that contain the following information:
- Based on each audience segment, name the persona. For example, if you own a photography shop and one of your audiences is comprised of hobbyists, maybe you can develop a persona with a name like Heidi Hobbyist.
- Write a demographic description for each persona. Heidi is a 35 year-old marketing director who dabbles in travel photography on the side and she resides in Fargo, North Dakota.
- Add information about the day parts during which each persona is most active as a reader, as well as info about any other activities that would effect Heidi’s blog reading preferences.
- Note the types of content that each persona is seeking. Are they seeking prices and camera models, photography tips and tricks, or articles about famous photographers?
- You can add as much or as little info as you like, but the more you add, the more targeted your content will become.
Once you have the posts up and live you just sit back and hope for the best, right? Wrong! This is where the analytical side of things comes into play. Chances are you have Google Analytics or another program tied to your website. If not, I’ll wait while you go set it up…
Ok, time’s up.
Once you have it set up you can gather all kinds of useful information about the performance of your blog. Find out how many visits your content has received, what pages visitors navigate to after landing on your page, which posts are the most popular, demographic info about your readers, and much more.
Take the insights that you glean from your analytics efforts and use them to adjust your blogging strategy to be the most effective it can possibly be.
Monitor and Engage
Don’t forget to pay attention to what is being said about your posts. Once people start noticing your content, they will start to talk about it. This can come in many forms. Readers might comment directly on your blog, they might tweet about a particular article, or they might share it across their social channels.
Whatever way they choose to talk about your blog, make sure you have a strategy in place to engage and respond. Assign a well-trained team member with a knack for effective social media engagement and a strong ability to generate meaningful conversation via social media channels.
Armed with this diagram for managing a successful blog campaign, get your team together and start brainstorming. Don’t rush it. Take your time and make sure your strategy is well thought out. All the benefits of blogging will be lost if you rush in blindly, so have patience and be strategic. And let us know how your organization has had success with blogging.
Anthony Gaenzle – Director of Marketing