One of the most common forms of content marketing is to create a blog within a website. Let’s see then what parameters and criteria we should consider when creating a blog, as well as some tips on how to make the content really attractive to our visitors.
Definition of content marketing on Wikipedia:
In Castilian: http://es.wikipedia.org/wiki/Marketing_de_contenidos
In English: http://en.wikipedia.org/wiki/Content_marketing
In the SEO 2.0, content is critical because, among other reasons, good content allows you to:
– Improve the “engagement” of the users, resulting in longer time of visit, less bounce rate, more comments from users …
– Increase chance of viralization, which favors greater dissemination of your website (which enables getting backlinks in a natural way) and enhance the so-called “social signals” (more tweets, likes …).
– Facilitate largely the work of link building we do later, as webmasters are much more likely to link to interesting content.
Obviously, having a blog within a website is not the only way to show the content to visitors, but it does offer some very important benefits:
– It is a format widely known and accepted by the internet users when consuming content.
– The blogs (especially those developed in WordPress) often position themselves more easily than other content developed by CMS.
– It is very easy to develop content through such platforms.
– Blogs facilitate interaction with the users.
– There are hundreds of free plugins that extend the functionalities of the blog and which are tailored to the specific needs, especially if you use WordPress platform.
For all the above reasons, our advice is to have a blog on your website, and whenever possible use WordPress for it. Nevertheless, the guidelines, we suggest in this task, can be applied to other types of content on your website.
You must be methodical when creating content in your blog. You have to establish a reasonable schedule of creating posts, and comply strictly.
It is essential that you develop the content that is original, in the sense that it is not duplicate content that was previously used on other websites. This is fundamental in terms of the SEO.
1 – The first step is to choose the theme of your posts. Basically, there are three ways to do that:
a) Use those common questions and concerns of your clients / customers (or potential customers / users). What kind of questions are most frequently asked? What are their main concerns? These types of questions will give you an idea of the topics of interest to the target audience.
b) Use the keywords you have determined in the corresponding task. You can prepare posts centered around the each of the selected keyword. In other words, if for example we have selected 50 keywords, we have 50 different subjects on which to create a post (provided that the chosen keywords express different concepts, we do not want to be repetitive in our content).
c) See what your competitors are doing. Obviously, you do not want to copy their content or their strategy, but you should see what gives them better results. There is a free tool for this purposes, that will be very useful: buzzsumo. If you enter the address of one of your competitors, or a particular subject, you will be shown content that has been shared on social networks. This will give you an idea on the type of posts that work better.
Obviously this information must be dealt with precaution and only as an orientation, since many factors influence when the content goes viral and it depends a lot on the type of promotion that has been applied.
With these three criteria in mind, you can choose the topics upon which you will base your posts.
2 – Development of posts
We will consider the following:
– You should try to create “epic” posts, in the sense that they should provide the best information to the reader on the subject that you are developing. This will help you increase virality and get links naturally.
– There is no universally recommended length. The approach that we follow is that the posts are written so that they offer all relevant information about the concept that we are proposing. Hardly will this be succeed with less than 500 words, and sometimes the length will go beyond 1000 words.
– You should combine multiple types of material (videos, images, PowerPoint presentations…) in the post so that the posts are more attractive to the reader.
– Although the content should mostly be educational, the fact remains that you should include commercial messages within them in a subtle way.
– The posts should be easily shareable on social networks.
– It is advisable that posts induce users to perform an action that is of interests to you. Two examples. Imagine that your blog is about perfumes. If a post is about the characteristics of a particular fragrance, our recommendation is that within the post or at the end of it, the user is invited to buy that perfume in your shop. As the second example, when you are talking about subject X on your blog, you can ask the user to download a PDF with more information, in exchange for their email.
3 – Practical tips for the theme of your posts
The theme of the posts will vary depending on the type of website you have, the style of the authors … Nevertheless, the following types of posts usually have great popularity and a number of advantages:
– Guides and tutorials, which give comprehensive information about the topic.
– Extensive collection of resources of interest on a particular subject.
– Post type “ego bait”. In this type of posts we collect expert opinions (whether an in-depth interview, or a compilation of views on a particular question. The great advantage of this type of posts is that the people being interviewed usually help you in spreading the content.
– Controversial posts or the posts that express opposing views to the commonly accepted views on a particular topic.
– Test. Facilitate user participation, and ideally they can share their scores in social networks to increase their viral potential of the post.
– Google maps mashup. It is about using Google to indicate some information on a given topic. For example, tourist routes in a certain place, cities where our industry fairs are held …
– Posts where humor is used, either graphically or in text.
– Dictionary of terms related to a particular subject
– Lists of tips …
As we see, there are many possibilities. In any case, the posts we create have to be related to the theme of our website (although we use a unusual point of view or an original approach). Otherwise we will get little quality traffic, and on the other this will not help us in our SEO efforts.
4 – SEO aspects to consider
– You should write content of the post and naturally use keywords and synonyms in a logical and coherent manner. In any case, you should try to avoid exaggerate usage of the keywords, because it could cause penalty due to over-optimization.
– It is advisable to link to quality external resources (i.e. renowned websites).
– It is advisable to naturally link to other internal pages on your website.
– You should not be obsessed with SEO optimization of the post. Write naturally with the main objective to satisfy your readers.
5 – Distribution of the content
Distribution of content is as important as writing good content. We recommend the following resources for distribution of content.
– Using social networks. Use this link to get the step by step instruction for setting the accounts on the major social networks.
– Use the resources suggested in our “Blog promotion” area.
– Conduct a relevant link building activity
– You should not completely rule out the use of paid advertising (e.g. Facebook) to enhance the dissemination of your posts.
– Take advantage of all the resources at your disposal to promote your blog (email signatures, conferences, attendance at meetings….).
We have selected three interesting videos that will help readers to expand the information about this topic:
The first is by Yaro Starak and the video is titled “How To Write Great Blog Content – The Pillar Article”:
The second provides a brief explanation of the concept of content marketing.
If you want even more detailed explanation, we suggest this presentation by Joe Paluzzi:
For those of you who prefer the standard PowerPoint presentations, this one will be interesting: