If you write it, will they read it? Not necessarily. Many companies approach their website content strategy with the idea that all they have to do is simply creating a few posts every once in a while, and their site will get traffic.
Increasing traffic with content is much more complex, yet not difficult to accomplish. Developing an effective content management strategy is simple to begin and easy to expand over time. Below are 5 ways you can boost the value of your company blog.
Have Multiple Company Experts Contribute to Your Company Blog.
Instead of outsourcing your content to copy brokers or ghostwriters, take a look at your own team. You may very well have experts within your own company that can contribute valuable content on a consistent basis.
Even if each team member contributes only one article each month, their articles will likely be more valuable than any content purchased from a broker ghostwriter.
Your Marketing Coordinator can help by creating a keyword-rich idealist and publishing calendar for each expert. Over time, your team members may come to appreciate their newfound recognition as published authors.
Make Each Contributor a Google+ Account and Link Them as an Author.
Google+ is emerging as a major player in the Social Media industry. Although companies and individuals are still trying to figure out how to best use Google+, this platform shouldn’t be ignored.
Make sure each of your blog’s contributors has a Google+ account that links them to your website as an author. As readers +1 their articles it will increase the page rank of the post and website.
Your Marketing Coordinator should be able to connect your author’s Google+ page to your website. If you have a WordPress site, this is easy to do with plugins or your admin panel.
Syndicate Your Content on Relevant Websites.
Other websites in your industry are looking for valuable content. You may be part of an industry association that is looking for regular articles for their website.
Create a list of industry-related websites and contact them about syndicating your articles. Syndication can create valuable traffic back to your site and increase the authority of your in house experts.
Share Your Content Across the Main Social Platforms.
Leverage your new content by sharing it across the major Social Media platforms. If you are a B2B company, you may want to focus on LinkedIn. If you are B2C, your choice may be Facebook.
Take time to identify the best platforms for your particular business. This will save you time and money when it comes time to publish your content. Don’t feel that you need to be on every platform. Attempting this can reduce the ROI on your marketing efforts.
You can also save time by using publishing tools like HootSuite. HootSuite allows you to schedule publication across multiple platforms at once.
Make it Easy to Read Your Content With an Email Newsletter.
Try to identify how your market prefers to receive their content. Many people still prefer to have valuable information come to them in their email inbox. Creating a simple email newsletter that links readers back to your website may increase the readership of your content.
Having an email newsletter also gives you the opportunity to make special offers and promotions that may not have been included in the most recent posts.
If your company doesn’t have an email database of customers and prospects, this task should go to the very top of your marketing list. Your contact database can become one of your most valuable assets.
