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Content Marketing is still a very effective way to attract website visitors, establish brand awareness, and position oneself or their business as an authoritative voice in an industry.

Starting a blog is a great way to improve the amount of content on your website, giving search engines something to show in their index, which becomes one way for people to find you.

Publishing articles that provide valuable information for website visitors is an activity we strongly encourage you to do. And, you may be wondering, how do I start? What questions should I be asking myself or blogging experts?

First, it’s important to consider your goals and target audience.

What information could you share that would be helpful and interesting to people who are most likely to use your products and services? Remember, there is a lot of material being pushed out to your customers and potential clients. Make sure you are adding value to make reading it worth their while.

Digital Marketing Channels

Could your blog content be used for social media?

Are you actively promoting your company on social media channels? If so, great. A common myth about blogging is that once you publish your article, website traffic will magically start arriving. In reality, you will need to market your article in order for it to reach many people. The good news is, a blog is a great foundation for social media marketing, serving as a source of content to post. WIN! WIN!

How long does a blog article need to be?

Google doesn’t state a specific number of words or characters, but historical data indicates that articles with a minimum of 1,800 words perform best. MY WORD! (Is that what you’re thinking? Yup, this is kind of how we feel.)

In reality blogging less frequently to produce a very long blog article is probably not going to be a very effective approach. Somewhere between a minimum of 300 and the 1800 words there’s a sweet spot that’s more realistic. Consider quality over quantity both in article length and frequency, so that you can deliver a great article to your readers every time.  Use as many words needed to convey your message, remembering more is better for SEO, but don’t throw in words just to make it longer.  You can always come back later with more information in a separate article.  Series are nice.  Be strategic!  Most importantly, be realistic about what you can do best.  Remember, online readers tend to skim, so while a longer article might do better in the search engine results, you must always consider your reader.

How will you stay in contact with subscribers?

Are you ready to commit to staying in touch with your blog subscribers, notifying them of your latest posts? This is a good way to keep your readers coming back. Additionally, use teasers to blog articles within e-mail newsletters to reach key constituents, clients and potential customers with news items or helpful knowledge you’re on top of.  While someone may or may not be a subscriber to your blog, they may welcome your occasional newsletter that brings them news and info relevant to their interests.

There are strategies we can help you with, so don’t feel like you have to take all of this on or understand it all at once.

Last, but certainly not least, search engine placement.

How does that happen?  Maybe we should have put this at the beginning, because while first you are writing your article for humans – right? — you need to use techniques that will attract search engines, but also not get too bogged down in Search Engine Optimization.

BUT, and it’s a BIG BUT — if you are trying to rank your article for a particular keyword or topic, do your keyword research BEFORE YOU START WRITING.

Is all of this just a little overwhelming to you?

If so, don’t worry. We can help you with the research and writing (we have wonderful writers who can help you with pulling your message together). You might need to brainstorm with our team – the fun part – to get the ball rolling. Let us take on the heavy lifting.  We can make this turnkey for you, if you wish.  It’s what we do best, and we love doing it.

Until next time, happy online marketing to you.

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