The Value of a Business Blog for Your Content Strategy

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Video Transcript | Intro

A company blog is an essential channel for sharing content. Not only can it be leveraged as a location for you to demonstrate the value of your business, and position your company as a leader in your industry, it’s also an ideal location to share content strategically while taking advantage of SEO tactics. 

Choosing Topics

In a landscape that has become less about the hard sell - your blog can be leveraged as a way for you to demonstrate your organization’s values and personality while building trust with your audience. When choosing topics for your blog, consider what information would be most valuable to your customers. For example, a hotel might publish travel tips, and highlight unique attractions. And universities may share interviews with successful alumni and distinguished professors. 

Organizational Goals

Make sure the blog also aligns with, and supports, your organizational goals and objectives. For example, if your goal is to increase brand recognition with millennials by 30% this year, a tactic could be to partner with key influencers in that demographic to create guest blog posts.

SEO

A key part of running a business blog is ensuring it, and by extension, the organization’s website is easily discoverable. Make sure all your posts are SEO friendly by incorporating keywords into the title, subheadings, and body of your post, as well as the URL.  Even the titles of the images you upload into a post contribute to SEO, so be mindful when naming images. When adding keywords, make sure to do so in a way that feels natural and doesn’t impact the flow or comprehension of your post. 

Readability is important for successful SEO, so make sure your content discusses topics – even complex ones – in clear, easy to understand language. Although the exact methods used by Google for SEO are not public, it’s wise to consider the Flesch-Kincaid scale when assessing the readability of your posts. This scale takes into account things like average sentence length and number of syllables per word. There are many plugins available to measure the readability of your blog posts before they’re published, and we recommend using them to ensure your blog content is optimized. The main factor in search page ranking is the quality of content, so ensure every post is well crafted and contains at least one high-res image.

Linking

Another tip to increase the visibility of your blog is to take advantage of linking. Link internally to your own blog posts where relevant, particularly when you’re able to link to key, higher-performing assets since that can improve your search ranking, and make it easier for people to find your previously published posts. 

Post Consistently

In addition to using keywords and links strategically, be sure to post consistently. Not only will your audience appreciate regular content, SEO favors a consistent posting schedule, so be sure to add blog posts to your content calendar and maintain a regular cadence. Although there is no guaranteed posting schedule to achieve success, some studies have shown that the ideal range lies between 2-5 new posts per week.

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