Blogging is considered to be part of social media, however most business blogs are website-based. In an increasingly crowded Internet, blogging not only provides your company an actionable way to drive web traffic, it can also dramatically increase your social media following.
It really does work. Inbound marketing leader Hubspot has found that companies that blogged had 2X the Twitter followers as those that did not.
Business blogging to gain exposure starts with simple five-step process:
1) Identify Your Keyword
You want your blog post to get found by those interested in its subject matter, right? To do this, you need to identify a keyword phrase that best represents the main point of your blog.
Think about how people search. For example, a person trying to learn more about how they can increase their website’s conversion ratios is probably not going to type in “website,” or “conversion.” Instead, they’ll type in a phrase, such as “increase website conversion.”
A keyword phrase (called a long-tail keyword in SEO jargon) may not have a high search volume, but it will likely drive the right kind of traffic to your blog.
2) Optimize Your Post Around Your Keyword
Once you have a great keyword or keyword phrase, you want to optimize your post around it.
Caution: Don’t get in the bad habit of writing your copy around keywords. Remember, the goal is to connect to your audience by writing content that is fresh and original, not stilted and keyword-stuffed.
The most important places to included keywords on any page of your site are in the page title, the URL and the H1 tag. This means that if you're trying to rank for "increase website conversion" you need to make sure that phrase in that order in all three places.¹
3) Use Titles that are Going to be Shared Easily
Your blog title is the first thing potential readers will see, and a critical factor in determining whether they’ll bother reading your post.
In addition, a link to a blog post shared on social media is usually only accompanied by a title, so your blog title should be strong if you want people to click on it.
When thinking about your blog title, remember your ABCs:
Actionable - Assume that people are reading your blog because they want to learn something or solve a problem. A compelling title catches the eye, and suggests the post is a must-read.
Incorporate verbs and action words that motivate. Ex: “How to Transform Your Homepage to Increase Website Conversion.”
Use concrete words and phrases to convey that readers will get something actionable out of your blog. Ex: “8 reasons not to do a website redesign.”
Brief - Concise blog titles are much more sharable and effective than long, drawn-out titles, which can sound complicated and lose a potential reader's interest quickly (guilty, myself). Try to limit your title to 8-10 words or fewer.
Clear – Clarity is the currency of business communication. Make sure your blog title clearly spells out what the post is about. Avoid language that is vague. Ask yourself, "If I read this title, would I have a clear indication of what the content I'm about to read will tell me?"²
4) Publish and Share on Your Social Media Platforms
A great blog post is of little value unless it is widely read. Writing a killer blog that is optimized for search engines is only half the battle. In order to maximize its reach, you need to promote it throughout your social media.
As noted before, companies that blog have twice as many Twitter followers as those that don’t. The built-in assumption here is that these companies are promoting their blog on social media.
5) Experiment and analyze your results
You can use Google Analytics to track the sources of your website traffic, and your individual social media accounts should have data showing your reach on each platform. If you’d rather have all of these capabilities in one central resource, Hubspot provides an all-in-one marketing automation software solution.
Depending on how frequently Google and other search engines scan your site, it could take a few days or longer for your pages to be indexed and appear in search results.
An easy way to get your pages into search engines faster is to publish more often. When search engines notice that a site is getting updated daily, they tend to scan the site more regularly.¹
Blogging is a powerful way to create fresh and original content that advances your business goals. Once you’ve crafted a well-written blog and optimized it for search engines, you need to actively promote it throughout your social media channels.
Doing so will increase your social media followers and help your company generate leads online.
How are you using your business blog to build up your social media following?
¹ Hubspot, “How to use a blog to Increase Organic Traffic”
² Hubspot, “How to Master the Art of Exceptional Blog Titles”