Archives for July 2010

10 Tips To Create A Successful Blog

Every company want to blog these days as they feel that it’s a good way to increase brand visibility, search engine traffic, and gain more sales; which it can if done it right.

Here are 10 tips you should keep in mind when working with a blog.

Don’t Over Think Everything

Don't Over Think EverythingA blog should not be so complex that you can’t come up with posts or move forward. Stop, relax, and simplify. Post like you’re talking to your customers and you should be fine.

Know Your Target Audience

Know Your Target AudienceAre you posting for new customers, existing customers, industry professionals, or a little bit of everyone?

If posting for new customers, or people who don’t know your industry, be careful not to use acronyms or industry terminology without first explaining them.

SEO Basics: Telephone Game & the Fresh vs. New Content Debate

SEO Fresh ContentThere’s a game of telephone going on about a hundred different theories of Search Engine Optimization and the influences or signals that affect search visibility. One that I continue to hear revolves around the notion that search engines like fresh content. I’m sure the genesis was something like:  Someone told someone else at a conference and they posted it to a forum where someone read and blogged it and then someone else Tweeted it whereupon someone else blasted it via Ping.fm and Hootsuite. This sort of cycle repeats over and over again.

The point is, with telephone game advice on SEO or any other topic, the message gets diluted. Fresh content apparently means different things to different people and the version I continue to hear from SEO “experts” (agency, independent and in-house) is that search engines like websites that change their content often. The logic is that changing content on a page will attract search engine crawlers more frequently and somehow improve search visibility for the page.

Smarter Ways to Get Content Ideas for B2B Blogs

One of the most common challenges of business blogging is sourcing content. The range of things that can interrupt content creation are important obstacles to overcome because without content there is little reason for readers to return.  Blogs are fairly easy to start and if you’ve been a reader of this blog, chances are pretty good that you have started your own blog (personal or for biz) at some point in time.

Many of the companies TopRank Marketing consults with have either started business blogs and need help or want to start a new blog to advance a variety of business goals. In fact, in our blogging survey earlier this year, 95% of respondents indicated they incorporate blogs as part of their search engine optimization efforts. Many others use blogs for public relations, customer service, product support and recruiting.

Moving from Fragmented to Segmented Online Marketing

Companies today have a virtual smörgåsbord of options when it comes to marketing their products and services online. Lack of expertise, numerous tactical options, pressure for sales in a down economy and the tendency to chase shiny objects cause many online marketing efforts to be fragmented. I really doubt that a significant waste of effort and disconnect with customers is part of any company’s online marketing strategy. But it’s happening. A lot.

Marketers must prioritize what will work best and in the mix of online marketing tactics. According to eMarketer, SEO and PPC have been rated the most effective for conversions and ROI and while some companies are using software like PPC management tools to make things easier, there’s a lot more to consider for better segmentation.