Over 392 million people worldwide view more than 13.3 billion pages each month - and that’s just on Wordpress-hosted blogs! The concept of publishing content in real-time to the web has gone from an obscure pastime in the late 1990’s to the formidable force it is today. Content is an incredibly effective way to drive ROI for your company’s marketing budget, but you won’t see great results if you simply publish articles without a distribution or promotion plan in mind. Business blog marketing is a critical part of a modern content marketing strategy, and we’ve detailed 7 of the best ways to see better results here.
In case you’re wondering there’s definitely a difference between business blog marketing and content distribution. Both are important, and when you leverage social media correctly to promote your content, it’s one of many effective ways to draw attention to your blog.
To learn more about it, check out Content Promotion Strategy: 23 Proven Ways to Explode Website Traffic.
1. Be a Part of Your Industry
Even if the goal of your blogging strategy is to increase traffic and leads for your own company, that shouldn’t look like what you’re trying to do. The best form of business blog marketing is to become a part of what Jacquelyn Smith of Forbes calls “the conversation in your industry.” Promote other bloggers, be an active participant in digital communities, and network tirelessly. Winning the respect of others with digital influence is the easiest and most effective way to grow your own thought leadership.
2. Strive for Word-of-Mouth
While the internet may have bulldozed the yellow pages and other offline directories, you should never understimate the power of word-of-mouth marketing and other old-fashioned tactics for blog marketing. Add the URL for your blog to your business cards and company’s print materials, and be sure it’s in your email signature, too. Your current customer base and other contacts are likely to be the best promoters of your content, so make sure that everyone you’re already doing business with is aware you blog.
3. Be Honest
Your content marketing shouldn’t sound like unoriginal, shiny brand-speak. Save the self-promotional language and polished presentation for your sales calls, and make sure that the tone of your content marketing is believable, relatable, and tangibly interesting. This can be achieved by allowing your blog contributors to engage in personal branding and use their unique voice in your content. It can also be accomplished by taking a stand every once in a while. Edward Khoo of Hongkiat believes that honesty, originality, and the occasional controversial post are brilliant business blog marketing tactics.
4. Use Social Proof
Building your first 1,000 blog followers is tough work. Once you’ve achieved this remarkable milestone, take full advantage of the fruits of your effort. Lee Odden of TopRankBlog recommends using social proof for business blog marketing to further build your subscriber base once your following blossoms a bit. Display your Feedburner badge, and don’t be shy about sharing how many subscribers you’ve gained. It’s a hallmark of quality content and community.
5. Follow-Up on Mentions
Every blogger needs a well-maintained set of Google news alerts for their own name, and the name of their company’s blog. Adjust your settings to receive all relevant mentions, check these alerts daily, and promptly respond to any mention of your company in other content. If other bloggers see you’re grateful for the citation (and perhaps willing to share the article in a Tweet), the number of inbound links to your content will soar.
6. Dive into Email
The mere mention of email marketing is enough to make many blogging purists shudder. Never fear - setting up a MailChimp account won’t turn you into a spammer overnight. When used correctly, email marketing can help you convert your blog subscribers into customers, and your customers into blog subscribers. Send a monthly email newsletter to your lists, and focus on conveying value through the very best of your content marketing and curated articles. Track metrics to learn how to improve the efficacy of this business blog marketing effort.
For more insight on metrics-driven email marketing, read 10 Metrics to Track Your Newsletter Content Success.
7. Write Better Content
There’s a hard truth to all of this, which is that your business blog marketing efforts won’t be effective unless you’re producing stellar content. Adam Connell of CoxBlue uses what he calls the “TADUE” measure to determine whether each article he writes is worthy of publishing and promoting:
If you’re unsure whether the article passes any of these five critical measures, take the time to edit until it hits all of these important criteria.
Have you built a business blog marketing strategy? Which measures have driven the best results for your brand? Please share your ideas and experiences in the comments below!