Conversations between digital marketers are always abuzz with the latest, greatest and most innovative content marketing techniques. Everything from different content types, to the newest ways to promote content are never far from their lips.
There is no doubt that content plays an incredibly important role as part of an integrated digital marketing program. And one of the most tried and true content marketing tactics that has stood the test of time is blogging.
In fact, 45% of marketers still say that blogging is the most important piece of their content strategy and marketers that use blogging as part of their strategy, generate 67% more leads than those that don’t.
The blog that you’re reading right now has been a staple of our content marketing for over 10 years and has produced a library of information for our readers, as well as providing us tremendous insight into what people want more (or less) of. In addition to running our own blog, we’ve been able to help many of our clients increase online visibility, better connect with their audience and generate leads through blogging and amplification efforts.
How LinkedIn Grew Their Blog 31X (with Help From TopRank Marketing)
We have been fortunate to work with some amazing brands like LinkedIn Marketing Solutions. Over the course of our relationship, our two teams have found a rhythm for creating insightful, interesting and optimized content in a way that has proven to be attractive to LinkedIn’s audience.
Part of our program is focused on the LinkedIn Marketing Solutions blog. We’re happy to report that our combined efforts have created some incredible growth for their blog in a short amount of time. In just 18 months their number of subscribers increased 31X, and in only 12 months they experienced an increase in visitors by nearly 50%.
Learn How to Grow Your Blog with Advice From LinkedIn
Sean Callahan, LinkedIn’s Senior Manager of Content Marketing and his team recently released an eBook that shares insights into lessons learned in the past 18 months that led to their blog’s growth. If you haven’t already, you should download How to Grow Your Blog by 30X or More: LinkedIn Shares the Tactics That Grew Its Blog at Hyperspeed.
To whet your appetite, here are some great takeaways from the eBook (that really only scratch the surface).
Always Focus on Audience Needs
First and foremost, the cadence, content and optimization of your blog must put the reader first. That means marketers must keep a close eye on their analytics, social shares and even survey the audience so that the blog aligns with need.
Our core blogging philosophy hinges on our readers; there’s simply nothing more important.”
By focusing on the topics that matter most to your readers, in formats that make it easy for them to consume and share the information you’ll find that you’ll attract more readers that fit your target demographic and create long-term affinity with readers that keep coming back for more.
Don’t Dismiss the Significance of SEO
Search Engine Optimization has evolved so far beyond actual search engine preferences and instead favors the needs, habits and preferences of the search audience. Simply put, content MUST be optimized for the audience that you want to attract.
Specific to blogging, TopRank Marketing Vice President Jolina Pettice says:
“By leveraging the right data, LinkedIn and TopRank Marketing discover what the target audience is searching for online, and together create content to help them solve the specific problems illustrated by that search intent. We then monitor and adjust our content plan based on the overall performance of posts.”
The Importance of Amplifying Blog Content
So many brands have made the mistake of investing countless hours and dollars into creating great content, and then failing to promote it once it’s complete. Don’t fall into the trap of content creation without amplification!
We’re equal opportunity promoters, telling our audience about our most recent blog posts via email, via social, and in person.”
There are a multitude of ways to promote blog content, but how exactly you do that ties back to understanding who your audience is, where they spend time and how to best reach them.
Sage Advice for Increasing Your Blog’s Performance
Creating and maintaining a successful blog that helps meet marketing and business objectives takes work. It’s important to be thoughtful about who you’re creating content for, and how the content is optimized and amplified so that new readers can find and share it.
For more insights and tactical tips into how LinkedIn grew their blog substantially in only 18 months, download their new eBook: How to Grow Your Blog by 30X or More: LinkedIn Shares the Tactics That Grew Its Blog at Hyperspeed.