Blog Inbound Marketing – your best sales asset

It’s not new that a company blog is a useful inbound marketing tool that improves sales. But does it work? What can you do to make a blog add actual value to your business? Here are six simple guidelines for making the most of blogging.

1. Timing is the key – when to post on your blog?

Timing is everything, as they say. According to a study conducted by Dan Zarella, Searchengineland and Hubspot , as much as 70 per cent of blog viewers read blogs in the morning. Specifically, an average blog gets the most traffic around 11 a.m. EST and most comments around 9 a.m. EST. Additionally, most visits are paid on Mondays, and most comments are left on Saturdays. An average blog also gains the most backlinks early in the morning around 7 a.m. EST.

However, these guidelines for blog posting are different if you take social media sharing into consideration. Looking at the data provided by Shareaholic, the best day to blog by social shares is Thursday. At the same time, this study confirms that the best day to post in terms of the highest traffic is Monday. What is this all about? One possible explanation is that the we tend to search for and assimilate more content at the beginning of the week. Then, as the weekend approaches, we read new content less and less, but are more willing to share it.

Social sharing also fluctuates during the day. It reaches its peak between 9 a.m. and 10 a.m. EST, and then decreases during the day, reaching two more peaks around 2 p.m. and 9 p.m. EST. This reflects the three occasions for browsing and sharing information: catching up with the news during morning coffee; after lunch; and in the evening, after dinner.

Summing up all the data, it seems that the best time for blogging is weekday mornings, especially Monday and Thursday. This increases your chances of optimising traffic and social media shares of your posts.

2. How often is often enough? The optimal frequency for blogging

It may come as no surprise that, as research has shown, there is a positive correlation between frequency of uploading posts and the number of viewers. In other words, the higher the number of posts per day, the more unique users view the blog. What is the best blog post frequency then?

According to a Marketing Benchmark from 7000 Businesses report released by Hubspot companies that blog fifteen or more times a month receive, on average, five times more traffic than those that don’t have a blog at all. The gain is even more apparent when it comes to small businesses (up to ten employees). The frequency of blogging can also influence the number of leads. B2B companies that blog at least once or twice a month gain 70 per cent more leads than those that don’t blog at all. Furthermore, on average, increasing the number of posts from 11–20 to 21–50 per month will result in a 45 per cent increase in traffic. Those blogs that contain over 200 articles get more than five times as many leads as those that have ten or fewer posts.

The answer to the question of optimum frequency of blogging is, therefore, around fifteen posts a month, which gives about four posts a week. This is the number that was proved to generate the highest traffic and increase in leads. As usual, this should not become a rigid, set rule, as all blogs and businesses differ from one another. This may, however, serve as a useful benchmark for effective blogging.

3. The discussion on length. How long should a blog post be?

What is the best length for a blog post? There are several factors that need to be taken into consideration. For the sake of this analysis, let’s draw the line between a short post and a long post at 1000 words – this is purely hypothetical, because there are successful bloggers out there who write no more than 500 words at a time, and also those who reach up to 7000 words.

What is the best length for a blog post? There are several factors that need to be taken into consideration. For the sake of this analysis, let’s draw the line between a short post and a long post at 1000 words – this is purely hypothetical, because there are successful bloggers out there who write no more than 500 words at a time, and also those who reach up to 7000 words.

SerpIQ has conducted an analysis to answer this question. They’ve analysed the top ten search results for over 20,000 words. The average content length of websites that rank in the top ten Google results is more that 2000 words. Moreover, the pages that rank in the first position contain, on average, about 400 words more than those that rank on the tenth position (2416 vs. 2032 words). This suggets that Google, in fact, prefers longer content.

At the same time, back in 2011 SEOmoz’s analysis revealed a correlation between the word count for their blog posts and the number of backlinks to each post. It turned out that posts with more words received more backlinks.

Finally, according to the author of quicksprout.com, longer blog posts had a bigger impact in social media. After comparing more than 300 blog posts, he noticed that posts with more than 1500 words received, on average, almost twice as many tweets, and about 15 per cent more likes on Facebook.

After comparing more than 300 blog posts, he noticed that posts with more than 1500 words received, on average, almost twice as many tweets, and about 15 per cent more likes on Facebook.

The second important criterion is your audience and their needs. There is no universal rule to what your specific readers prefer. They may search for in-depth, detailed and lengthy reports, as well as brief, easy-to-read and frequent updates on current issues. It may be effective to take a monthly rather than daily approach. For instance, you might set your initial goal at around 10,000 words per month and upload either one 2500-word post weekly, or five 500-word posts daily on weekdays – whatever turns out to work best for you and your readers.

4. The value of interaction – how to enter the blogosphere

If you are quoting or relying on any source, don’t forget to link to it. Not only is this courteous, but it also protects you from accusations of plagiarism and – even more importantly – brings certain advantages to your blog:

  • it enables interactions and discussion on the topic, and traffic wise this can create buzz and attract more viewers to your blog. Also, it can simply encourage the sharing of ideas and thoughts on the subject, and give you a chance for relationships or cooperation with other bloggers.
  • it increases the number of outbound links on your blog, which may also help your blog’s SEO, given that they link to websites with high authority.

At the same time, you can cooperate with other bloggers to promote your own site and attract more viewers. It’s not that easy to land the first 1000 readers. As important as it is, quality content itself is not enough. A smart idea is to spread the word about your blog by, for example:

  • writing guest posts – this way, you share your expertise, get backlinks to your website and expose your site to a potentially huge audience
  • writing guest posts – this way, you share your expertise, get backlinks to your website and expose your site to a potentially huge audience.

5. Blog as an SEO enhancer – how to use tags

Starting up a blog for growing your online business brings lots of advantages in terms of your SEO. There are many ways to increase the effectiveness of your SEO efforts by writing a blog.

Starting up a blog for growing your online business brings lots of advantages in terms of your SEO. There are many ways to increase the effectiveness of your SEO efforts by writing a blog.

  • blog domain, blog title
  • meta description
  • URLs for each blog post
  • headlines of blog posts
  • headlines of blog posts

Let me elaborate on meta tag keywords, also referred to as meta tags or just tags. Meta tag keywords used to be added to the back end of every website so that search engine spiders could easily index a site’s content. Now, as search engine algorithms have become more sophisticated, meta tags are of less value than they used to be. Blog tags are essentially the keywords that you assign to each of your articles that relate to it’s subject. Their significance is also smaller than before; however, they are still in use.

Let me elaborate on meta tag keywords, also referred to as meta tags or just tags. Meta tag keywords used to be added to the back end of every website so that search engine spiders could easily index a site’s content. Now, as search engine algorithms have become more sophisticated, meta tags are of less value than they used to be. Blog tags are essentially the keywords that you assign to each of your articles that relate to it’s subject. Their significance is also smaller than before; however, they are still in use.

  • use only a few, well-thought-out keywords for each post
  • make sure they are relevant to the content
  • use specific tags rather than generic ones
  • use categories in moderation; one article should be assigned to one or two categories rather than many
  • when coming up with your tags and categories, think of natural queries that may be asked by an Internet user and your potential readers
  • consider interlinking between similar categories on your blog; you may refer your reader from one article to a related category or post within your own blog

Choosing the best tags and keywords for your blog is essential to successful blogging. In order to leverage high-quality keywords, you need to identify those that generate the most traffic and conversions to your website. If you don’t want to be left behind, you will also have to constantly measure your position on those targeted keywords and explore new niches. If you want to have all the necessary data in one place, presented in a intelligible and user-friendly way, the solution for you is Colibri- Growth Hacking and SEO tool. It is a complex SEO and online marketing tool that provides accurate measurements for keyword positions, traffic trends and even conversion rates for specific keywords. ColibriTool suggests similar keywords with high potential for your blog and thus helps you to find a niche that may be worth exploring. Identifying valuable keywords and traffic sources is much easier and faster thanks to ColibriTool.

6. Blog as an SEO enhancer – how to gain backlinks

Another way to leverage your SEO with the use of blogs is by using backlinks, also called inbound links. Having an influential website link to your content increases your blog’s authority and positively influences your search engine rank. Here are a few tips on how to get high-quality backlinks:

  • Only valuable, interesting and informative content generates high-quality backlinks. Simply put, no one will link to your blog if there is nothing worthwhile to see there
  • Explore social bookmarking websites such as StumbleUpon, Digg, Reddit and so on. Not only will they help you share your content, but also enable it to be evaluated by Internet users. You can treat it as feedback from your potential viewers on your articles and utilise it for improvement.
  • You can use themed forums or directories for generating backlinks, but beware of spamming. Only top PageRank websites bring you valuable backlinks, because they “weigh more” to search engines. So, choose quality over quantity for better efficacy.

It’s essential to monitor all inbound links to your blog. Moreover, you should be able to identify those high-quality ones that bring you actual traffic and conversions. You can achieve this by using ColibriTool. Colibri measures your backlinks and allows you to display them according to Ahrefs rating. Moreover, the tool sends you email notifications of all new backlinks, so you can keep up with who wrote about your blog. ColibriTool also measures the traffic generated by the backlink and how it translated into conversions on your site. This data allows you analyse and optimise your SEO and online marketing efforts. It will help you make your blog an even more effective marketing tool. Good luck with your blog inbound marketing.

Karol Pokojowczyk
karolpokojowczyk

Karol Pokojowczyk is the CEO and Founder of Colibri.io – an online Growth Hacking Tool. Previously founded 2.0 Web Solutions (Drupal Agency), managed developers and helped number of companies grow online.


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