It may seem simple, yes even very simple, but much remains a blur about the topic of blogging. My sales team and I have garnered much success in client meetings explaining
that blogging isn’t about two pre-teens exchanging juicy information about the boy next door. That in fact, it is the serious business of publishing remarkable content for the world to read which grows traffic, followers, leads and sales.
I liken the act of blogging to a collegiate professor who once told me that as an academia, one must publish or perish. In today’s modern world of e-business, the same holds true. If you are not publishing, you are perishing. Why? It’s simple, the new consumer is thirsting
for intel on the information super highway known as the, yes you guessed it, the world wide web. But what does this all really mean? Hang in with us, we’ll explain. For those of you who are a bit more educated on the subject, this post may not be worth the read. For the rest of you attempting to grasp the concept, keep reading. Your business will be glad you did.
The emergence and growth of blogs in the late 1990s was fueled by the advent of web publishing tools that enabled posting of content by non-technical users. In prior years, practitioners needed to be schooled in such technologies as HTML and FTP to publish content on the Web.
To begin, I think it is important to answer the question, “What is a Blog”? (a contraction of the words web log). Let me recite some definitions from others much wiser than I.
“A blog is basically a journal that is available on the web. The activity of updating a blog is “blogging” and someone who keeps a blog is a “blogger.” Blogs are typically updated daily using software that allows people with little or no technical background to update and maintain the blog. Postings on a blog are almost always arranged in chronological order with the most recent additions featured most prominently”. Source: Matisse Enzer. Of the thousands of variations on the theme, I like this one the most because of the word journal. A blog is simply a running journal of an individual’s thoughts on varying subject matter. So now that we have a handle on the definition, it would be helpful to understand the different blog formats. While debated by many industry experts, there are nine common blog formats including:
- MABs - multi-author blogs written by large numbers of authors and professionally edited
- Online diary blogs – personal commentary usually posted by one individual
- Online brand blogs – more commercial or advertising driven
- Business blogs – optimized content, driven to educate and support a websites ranking through increased indexed pages
- Micro blogs - brief and frequent message dissemination
- Photo blogs – image driven content
- Art blogs – art driven content
- Video blogs – streaming video oriented visual content
- Edu Blogs – institutional resource driven material
How To Produce Blogs That Drive Rank
First off, effective blogs start with developing content topics and that all starts with
questions. You may have heard of the concept of “User Intent”. In its basic form, user intent is what the searcher or user is intending to find. And in most cases, it is the answer to a problem they are attempting to solve.
Secondly, we as bloggers should focus on asking (and pursuing the answers of) questions because there is bound to be an audience for the content created around those questions; people who are looking for the same answers. This concept of “If they ask we answer”, is a
powerful blog strategy that will fuel exposure, traffic and leads. As a blogger, you'll want to focus on a primary question, then let that question fuel other questions that will become your blog content. The more questions you ask around a central question, the more ideas you'll have and the easier your job will become. So, questions are key in our efforts and allow us to pursue things that not only interest us, but also that of our readership.
These two concepts make blogging easier and more rewarding for us bloggers and gives us the opportunity to create real, meaningful content and an audience that can rely on us.
Blogging is fundamental to the objective of high ranking. Each time we blog, we are creating a unique URL or more importantly, an additional web page which will be indexed by the crawlers ultimately increasing our MOZrank (search engines view of your authority). The more we blog, often and early, the more likely your website will achieve high rankings.
So don’t hesitate any further, set up your blog today and have a blast informing the world of everything you know. Before you know it, you’ll be blogging like an inbound pro.
In this 16 part blog series, “How to Internet Market”, we will be laying forth the how’s and why’s of the new world of how to grow your business using remarkable content and how to turn your website into a revenue machine through best SEM and SEO practices.
Next up in our series, we will be discussing one of the key components of how to internet market; social media. We will explore industry best practices and give you the inside tips to make your internet marketing soar.
Get our information packed white paper entitled “The Inbound Marketing Playbook”! The playbook is your step-by-step guide to making your website a magnet for traffic, leads and sales.
From Your Market One Inbound Marketing Team