In the competitive world of blogging, writing strategies have to adapt to make sure that they’re up to par with the current state of SEO. If you’ve been writing the same way for years while ignoring the state of search marketing and blogging best practices, it’s time to STOP!
An important aspect of content creation that has drastically improved is linking and keyword density. Instead of focusing on hitting a certain keyword ration or word limit, an emphasis is placed on the quality of the content you create. Whereas these types of blogs used to bring in the link juice that your site needed, the power of guest blogging and article spinning has decreased over the years.
The argument is that those types of links can be easily bought or manipulated. While quality sites practicing white hat techniques should be rewarded for working harder to earn those good links. Quality over quantity is the mantra to aim for.
Another aspect of blogging that has changed for the better is integration with social media. Nowadays, you can’t just write a post, expect it to stay dormant on your domain and bring in the linking power. Sharing posts on social media sites is an important part of bringing in more readers and showing search engines that your blog is relevant through social shares.
Lastly, content freshness through blogging has become a convenient and easy to way to keep your website active. On-site blogs that accumulate social shares will bring a wider audience to your website. This will help establish your voice as an authority in an industry and also get search engines to consistently crawl your site for new content.
Off-site blogs have also become a useful tool for businesses to use for branding, reputation and relevant co-citations. Although these don’t necessarily need to be tied directly to your website, it’s a great alternative to building authority.
If you’re having problems consistently blogging, you’re not alone. 2013 B2B Content Marketing Benchmarks, Budgets and Trends, a study by Content Marketing Institute (CMI) and MarketingProfs, shows that producing enough content is a big challenge that B2B marketers face.
Here are a few tips that can help you stay on track and continue to create content:
Don’t stop! After all, inactivity is the worst for your business blog. It’s still surprising when I come across companies that advertise blogging services have blogs that haven’t been updated for months or even a year. It happens but it’s nothing that can’t be fixed by a few posts every now and then.
Get outside help. In the study above, about 44% of companies outsourced their content creation. While this is leaning more towards in-house, hiring outside web copywriters or ghostwriters can help tremendously. Although effective blogs usually have a personable voice that readers can identify with, there’s nothing wrong with getting a ghostwriter. For example, they can help with creating e-books, whitepapers and other downloadables that customers can share.
Don’t get stuck on writing. Did you ever think about blogging without actually writing? Instead, think about posting videos, pictures and slideshows via Slideshare, which is especially popular and effective on B2B blogs. (If you’re more into creating different content, see Rand Fishkin’s videos for SEOmoz’s Whiteboard Friday and Matt Cutts’ Q&A videos for Google Webmasters.)
It’s easy to get tired of writing and sticking to strict rules like 1000+ words and 2% keyword density can quickly suck out all the fun of blogging. Don’t forget to turn to your peers for inspiration and motivation. Check out these helpful articles: 3 B2B Blogging Strategies You Need to See, 10 B2B Companies That Create Exceptional Content, Blog Awards: The 13 best marketing industry blogs (according to you)