More than half of Internet users consult blogs. Brands are required to offer substantial content marketing to address this reality. To create a successful blog, different parameters must be respected. In this article, we will see how to use blogging intelligently to stand out.
What is a blog?
Blogging comes from the English term Weblog which means: internet for web and journal for log. It refers to an online platform that allows individuals and professionals to publish posts periodically. These posts consist of texts , photos or videos . The blog allows you to interact with Internet users through comments and links that the blogger inserts in the post.
Blogging is a way to promote a product or service. This is an essential element in an Inboud marketing strategy . Moreover, 52% of marketers prioritize blog publication in their content production.
How important is blogging in marketing strategy?
Faced with changing consumer habits, content marketing has expanded to the detriment of traditional marketing. Content is marketing capital to attract and convert new customers. The blog is one of the levers used in this approach. It is a strategic tool in Inboud Marketing .
Producing content on a regular basis has an impact on the natural referencing of your site. Indeed, each new page is a way to place keywords and links . The editorial volume therefore participates in the indexing of your page by search engines . Blogging is an opportunity to renew your visibility with your leads.
How to use blogging to stand out?
To ensure the success of your blog, you must have a solid strategy . It is about putting in place content that is well structured in its form and content. It must also be held in a sustained manner.
Background of the blog
- Define the purpose of the blog
This is the first step. The ambition of the blog guides its content. This may involve generating qualified traffic , strengthening awareness , attracting new prospects , etc. Ultimately, the blog must captivate your buyer persona . This step is important as it allows you to build a blog with high added value .
By obtaining the profile of your buyer persona , you will be able to assess the effect of your method and your product in relation to their behavior on your platform .
- Focus on quality
A blog is only interesting if it is informative and useful to its readers . An article written in a fluid and well-researched manner is more likely to be read. An and well-researched publication search engines .
Podcast and video formats can enhance your publication. This allows you to align with trends.
- SEO
It serves as a guide in the use of keywords , internal and external links , and fonts . It provides insight into the choice of pages to reference and the filling of image tags and metadata . It is an essential tool for your blog to rank well in search engines.
Blog form
- Length of items
The trend is in long articles . In 2019, it was around 1000 words. The Google search engine seems to favor long posts. On average, the first articles that appear on the first page are 1890 words long . The standard is currently 3000 words per text. The more detailed and relevant the writing, the higher the traffic. The reader is looking for complete and useful information.
However, you shouldn't completely exclude short-form content . This does not contribute to your SEO, however, it is useful for Internet users who consult via their mobile phones.
- Blog design
Both important for your audience and your SEO, user experience is a point that you must pay particular attention to. To a well-developed text you must add: videos , an infographic , slideshows , and CTAs . There are tools and page templates that make writing and graphic creation easier.
- Mobile-first
Creating phone-friendly content is essential. According to Google studies, 40% of mobile users have turned to other sites after a bad web-mobile experience. And the number of Internet users who consult via their Smartphones continues to increase.
your content renders cell phone screen should be anticipated. It is advisable to divide paragraphs, use short sentences, simplify navigation and ensure fast loading of pages.
Maintain the blog
- Publication frequency
Posting periodically increases traffic. Regularity and renewal help establish your notoriety within your area of expertise. You will classify yourself as a reliable source of information .
The minimum is estimated at one article per week . However, you must take into account the blog's objectives, audience expectations and conversion indicators. Also, don't impose a pace that doesn't suit you. Be consistent .
- Blog promotion
Social media is a great way to promote a blog . Using links to send people to your article is a simple way to do this. However, you must take into account the specificities of the platforms that host your link. The visual appearance, tagline, hashtags and emojis must be consistent.
Newsletters help promote your blog to an audience who is already interested in your brand.
To maximize the impact of your blog, use marketing techniques such as : affiliate marketing and guest posts . These means give your blog the opportunity to extend its reach into other niches.
The most important thing is to offer quality content, because this is what is taken into account by search engines.
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