Even though we wrote Corporate Blogging For Dummies about 5 years ago, very little has changed in the overall strategy of content marketing via your corporate blog.
According to research, once you write more than 24 blog posts, blog traffic generation increases by up to 30%!
This infographic from Create the Bridge walks through some best practices for optimizing your blog for search. I’m not sold that it’s the ultimate guide… but it’s pretty good.
The foundation they miss off the start is to ensure you’re writing on a content management system that’s optimized for search engines. Writing content on a sub-standard platform is a waste of time and will be problematic regardless how well you write.
Their primary advice in the infographic is to write quality content and write it well. That alone doesn’t get you found on search engine results, though. You’ve got to build authority over time and your content needs to be better than good – it needs to be remarkable. Remarkable content gets shared – and shared content gets ranked! There’s plenty of good content out there that’s written well that can’t be found in search results!
The infographic also states that you should have at least 2,000 words per post. I disagree wholeheartedly, this number isn’t a rule and it’s a great example of correlation over causation. The number of words in your post will never get you ranked. The majority of our posts are well under 2,000 words and we rank on extremely competitive terms.
I do believe that people that put a lot of research and planning into a comprehensive post that’s remarkable may have a better chance of having that content shared and ranked. The length isn’t the driver for ranking there, it’s the quality of the content. I’d opt for shorter posts more often than not – you don’t want to bloviate where you can write succinctly.
The remaining advice is solid – design, speed, responsiveness, media usage, title tags, email subscriptions, social promotion… all solid advice. As for misspellings and grammatical errors – thank goodness my readers forgive me there. And if the author of the infographic looked closely, they’d find a misspelling in one of their own headlines!
Ultimately, the success of your blog depends on only one thing: Whether or not you’re providing value to your audience. If you are, you’ll see your blog grow and blossom into a great inbound marketing resource for your company – especially via search engines. If you’re not providing value, you’re going to fail. The wrong or right way to write a blog is up to your audience, not this infographic!
The average piece of content takes 20 hours to create and costs approximately $1,200 to produce. And yet, 60-70% of B2B content sits unused, collecting dust in the depths of your blog or resource center.