Displaying items by tag: Blog

Last Friday 23rd November, we attended the East Cambs Business Boost 2018 at The Hive Leisure Centre. This was a great networking event, with guest keynote speakers Ash Read, Editorial Director at Buffer, (a brilliant social media scheduling tool, we have integrated into our marketing here at Infiniti Graphics) and Sally Gunnell OBE. Ash gave an insight into how Buffer manage and develop their blog posts and Sally spoke in depth about her journey through life and how she stayed motivated throughout her career to keep her on track to win the gold medal at the 1992 Summer Olympics in the Women's 400 metre hurdles.

We were inspired by Ash's talk on the importance of blogging for business and how to recycle blog content, so we decided to write this informative blog post. Ash gave a very detailed explanation on how blogging has helped Buffer establish such authority in their industry and examples of how these tactics were implemented, and the impact they have had.

 

Why you need to blog

1. Search Engine Optimization (SEO)

Search engines, like Google, Yahoo and Bing, absolutely love websites with fresh and up-to-date content! What better way to keep the relationship between these search engines and your website alive, than with regular blog posts? By blogging consistently, you give Google and other search engines constant content to crawl and index (the process of adding web pages into a Google search), and it’s also a good opportunity to pack these blog posts with the necessary keywords to help you rank highly in the Search Engine Results Pages (SERPs). 

2. Develop relationships with potential and existing customers

Blogging allows you to connect with your target audience. You can accomplish this by asking your readers questions at the end of your posts to get the conversation going, or even simply by allowing comments and feedback on the blog post itself. You could also attach your email address or phone number at the bottom of the article, in case someone doesn’t want to make their comments public. By responding to your reader’s comments, you create a strong and personal relationship with them, which helps to build trust, and can give you valuable insights into what your customers are on the lookout for.

3. Establish your business as an industry leader

No matter how small your business is, you can build trust within your industry by providing valuable and professional information throughout your blog posts. Over time, you can then become a ‘go-to’ resource for reliable and informative content, which can then lead to higher conversion rates on your website. This is especially important for small businesses looking to gain credibility to compete with larger companies. 

4. Connect people to your brand

Using your blog posts to reinforce your brand values is hugely important. Your current customers may know you and your business, but you want new potential customers to perceive you in the same way. Posting blogs lets you show a personal side of your business that customers may not see through other marketing techniques. Blogging can give a sense of the lifestyle, vision, and personality of your company. In September, I wrote about what it’s like to be a Digital Marketing Apprentice, which you can read here. Talk to your audience in the way you would speak to them in person - if you're a funny person and like a ‘dad’ joke here and there, then make sure to include that in your writing! 

5. Create opportunities for sharing

Every time you blog, you create an opportunity for your audience to share this post with others. Whether they link to your blog post, retweet it, or email it to a friend or colleague, it’s free marketing and publicity, and it helps to further validate you as a credible business. Including a social share feature within your blog, allows your audience to share what you have created. Another example of doing this is running a giveaway competition, e.g. if people like and share/like and retweet the post, they get entered into a prize raffle.

 

Recycling your blog’s content

The simplest way to recycle blog content would be to go back and refine or rewrite an old blog post, bringing it up-to-date for re-publishing. Recycling blog content is particularly useful in industries where technology or information is constantly evolving, and allows you to make sure the content you’re sharing is equally relevant. Here’s a few tips on how best to update and recycle your blog’s content:

1. Refining your titles

Changing the title of your blog can really bring it back to life, just by altering it to make it more relevant. Then, reshare this as a ‘refurbished’ post to keep the clicks rolling. You could also re-date the blog post to shift it back to the top of your blog’s feed again.

2. Updating the meta data (keywords & description)

Meta data is used by search engines such as Google, Bing and Yahoo to understand what the page is about. The meta description is the bit of text that appears below the web link in a Google search result. It should be informative and describe the page, whilst also containing your most relevant keywords. By updating the meta description, you can change how the user reads what the page is about before they click through from the search result. This can have a massive impact on your Click Through Rate (CTR), as well as lowering your bounce rate if you get it right.

Meta tags help search engines decide what your page is about and when/where to show it. They are snippets of text that describe the page's content. They don't appear on the page itself, but in the page's code and should be short keywords that link to your post’s content. These tags are vital to your blog performing well in the Search Engine Results Pages (SERPs).

3. Linking old and new posts

Typically, blog posts are focussed on one topic or theme, but new blog posts written at a later date may relate or link to previous posts. A good way to recycle your content is to explore a previous topic further and then link the posts together.

For example, we wrote this blog post back on the 11th October 2018.

As you can see, the blue links within the blog post’s content, link to other blog posts we have written that expand on the topic mentioned. This is done to help navigation on the website, but to ultimately keep users, and the all important search engine indexing bots, interacting with our content. One of the blogs linked in the introduction of the post above was written back in August 2017, and had pretty much died in terms of clicks, but by including a fresh link to it via the new blog post, traffic resumed and is now performing well again.

Having a blog is one thing, but making sure you use it correctly is key. Everyone can blog but making yours stand out and staying up-to-date with current content, along with having great user navigation, is how you will beat your competitors!

 

If you’d like to discuss a project with us, drop us a line on This email address is being protected from spambots. You need JavaScript enabled to view it. or call us on 01353 882111. You can also find out more information on our services here

Published in Digital Marketing
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