Tag Archives: Blogging

Six Must-Haves for an Effective Blog Post

17 Aug


If you are suspicious that blogs are little more than personal diaries published on the web, it is time to reconsider your stance. Blogs are a severely underrated content marketing method that serves as an important bridge between businesses and clients. Yet posting any old information to your blog will not suffice. The content and frequency of blog posts matters a great deal. Here is what you should focus on when crafting your company’s blog posts.

Post With Regularity

If you post a blog entry once per month, it will be difficult to gain momentum and make a meaningful impact on your target audience. However, posting at a high frequency is also a mistake. The last thing you want is to flood your blog with entries that the bombards visitors with information. Try to post content to your company blog at least once per week. Develop a posting routine and your most loyal readers will look forward to blog entries with great anticipation.

Provide Unique Insight

The key to getting blog content to go viral is quality. Take a look at the blogs of your competitors and make sure you’re not writing content very similar to them. If you are not a good writer or are lacking inspiration, outsource the writing of blog content to professional content creators. Post a steady stream of interesting entries to your blog and readers will share those posts with friends, family, colleagues and others. Your company’s exposure will expand with each share.

Make It Personal

If your blog sounds like it was written by a random employee who is faceless and unremarkable, people won’t feel a personal connection to the content. Blog posts written from the first person perspective develop a rapport with readers. This is your opportunity to share insights, opinions, thoughts and unique information about your industry. Use your blog as an opportunity to show that your business has a human side. This approach will help readers identify with the author’s voice and be inclined to return for additional visits even if they aren’t a current customer.

A Dialogue Instead of a Monologue

Interact with those who post comments to blog entries. This does not mean you have to respond to every single comment. Pick out the best comments, provide a short but meaningful reply and it will make a massive difference. Such author responses will inspire people to read your posts in-depth, reply to the content with regularity and check out additional blog posts to find out if you have offered more insight through comments to replies.

Tone Matters

A dry, formal and overly-structured blog post won’t generate much interest. When in doubt, err on the side of being conversational and informal. The blog content should be helpful, relevant and intellectually stimulating. So don’t use complex words or write about in-depth subject matter most readers can’t grasp. Provide content that has true mass appeal. Use simple language, be direct and aim to connect with as many people as possible. This way, your audience won’t feel bored or intimidated.

Shift Your Perspective

If you have writer’s block, take some time to shift your point of view. Put yourself in the position of a prospective client. Think about what your audience would like to read. Then write it. Provide your audience with such high-quality content and they will return to your blog for more information in the coming weeks, months and years.

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Online Blogging is Essential for Businesses of Every Type

8 Aug


There is a common misconception that online blogs are meant for opinionated and self-righteous individuals who desire attention. Though the web’s most popular blogs were once dominated by such individuals, blogs have progressed into an important inbound marketing method. Every business should have a blog. It serves as an important bridge that connects your company to clients as well as prospective business partners.

Blogs Catalyze Recall and Rapport

It is not enough to float out the occasional inbound or outbound ad and expect it to forge meaningful bonds with clients. A deeper connection is necessary. One way to develop such a connection is through a consistently updated blog. Use your blog to show clients that your business is interested in improving their lives or businesses and establish a rapport. Just as important is the establishment of higher recall. Knowledge provided through blog posts really does help establish your brand and boost recall. Heightened rapport and recall gradually culminate in brand loyalty.

Blogs are the Gift That Keeps on Giving

A blog that is regularly updated with keyword-laden content will reap rewards in the days, weeks, months and years to come. Plenty of prospective customers, business clients and others who can obtain utility or enjoyment from your services or products will find your blog online through search engines. Others will land on your blog after finding links to your blog entries placed in your social media content, website and other online avenues. People will likely search the web and find links to your online blog long beyond the points in time when blog entries are made. As long as your blog entries are optimized for search engines, your posts have the potential to be read far into the future. This is the widespread exposure your business needs to attract a steady stream of clients as time progresses.

A Viral Blog Post is a Low Cost Means of Marketing

If your blog posts are particularly intriguing, they will inspire some readers to share the content with their friends, family, co-workers and others. It doesn’t matter what type of business you are in. If you are capable of generating insightful content or finding writers who create intriguing blog posts, these entries will be shared. If the number of shares reaches a tipping point, the blog post will go viral and spread across social media and other spheres. Such exposure will boost perception of your brand and undoubtedly spike your sales.

Blog Posts Generate Traffic to Your Company’s Website

Every business can benefit from an uptick in traffic to their website and social media pages. Hubspot reports 60 percent of the brands that regularly blogs acquires more customers than those lacking active blogs. Captivating blog content delivered on a consistent basis will inevitably drive prospective clients to your online content. This is especially true for blog content that is optimized for search engines. Your company’s blog has incredible potential to redirect traffic to your website, online store, social media pages and other online pages regardless of the services or products you sell. Actively post new content to your blog and it will send plenty of online traffic your way.

Blogs Add a Professional Touch to Your Website

Every business is tasked with proving its legitimacy, authority and expertise to potential clients and business partners. Posting well-written blog entries with insightful information, industry updates and other interesting information related to the company’s industry goes a long way in establishing the business as being led by true professionals. This is especially true of a blog that offers readers useful information. After all, businesses exist to solve problems. If your blog helps customers solve clients’ problems or improve their businesses or lives in some way, they will be inclined to view the company in a positive light.

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Trust but Verify

25 Oct

Questions about the Facts

Several weeks ago, a train in Hoboken, NJ crashed and quickly made national news.

The first alert I received from CNBC said, “Major train accident causes ‘mass casualties’ in Hoboken, NJ: WNBC.”

Just 25 minutes later, I received a second CNBC alert. This one read: “1 dead, more than 100 people injured in Hoboken train accident: WNBC, citing source.”

CNBC is a reputable news organization, especially among financial audiences and business leaders. I’d wager their writers are journalists with ample experience.

Tragically, one person did die in the Hoboken crash. But the first email from CNBC was based on information from WNBC that at first glance, appears to have been incorrect.

President Ronald Reagan used a Russian proverb when interacting with the country’s officials, “Trust but verify.” Meaning, I’m going to accept what you say at face value but I’m also going to confirm the accuracy with another source.

WNBC, and ultimately CNBC, likely reported exactly what a transit official shared in what had to have been a chaotic environment. But our digital 24-hour news cycle puts a premium on speed – often at the expense of quality.

After all, if CNBC was a print outlet, this error would have been less likely. CNBC would have had time to verify that one person – not many – had lost their life.

There were nearly 212,500 students enrolled in college journalism programs in 2012.

There were 305 million blog accounts on Tumblr in July 2016, up from 17.5 million in 2011. That’s just Tumblr – not WordPress or other platforms.

Why does that matter?

Trained journalists of today and tomorrow have to meet specific standards. Stories are edited and fact checked. And, the threat of getting news wrong haunts most reporters – even if it’s just misspelling a name.

On the flipside, bloggers may or may not be officially trained. Objectivity and accuracy isn’t mandated like it is for reporters at credible news organizations.

That doesn’t mean bloggers aren’t good writers. It also doesn’t mean that bloggers are okay being loose with facts. I assume most want to do good work.

But it does mean that anyone can call themselves a blogger. And, not everyone can claim to be a trained journalist.

Bloggers aren’t held to the same journalistic standards. And, they don’t have the same repercussions as traditional reporters for inaccurate reporting.

As we enter the final weeks of a presidential election fueled by hysteria, hyperbole and even panic, it only seems appropriate to reference the Gipper’s line.

Consider the source. Consider the outlet. Don’t just accept what you read online and regurgitate it as truth.

Trust but verify. Before you share, like, retweet – or repeat.

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