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Six Crucial Attributes of aSuccessful Business Blogby Michael Gerard | February 26, 2015 | 3,448 views
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Six Crucial Attributes of a Successful Business BlogInvesting in owned media, such as a corporate blog, is crucial to a company's success in content marketing. Butwhat does it take to launch and sustain a successful business blog? These six best-practices and tactics.» sign in to read full article
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How a successful business blog fits into content marketing strategy The six attributes your business blog needs to become successful How to measure the success of your blog
There's no denying that content marketing, which hasgained significant traction over the last five years, isbecoming increasingly important to businesses across allindustries.
Marketers have found that investing in owned media (e.g.,corporate website, blog, or microsite) is crucial to acompany's long-term success in content marketing.
One type of owned media—the blog—is among the top 5content marketing tactics used by B2B marketers,
according to a recent study by MarketingProfs and the Content Marketing Institute.
But what does it take to launch and sustain a successful business blog?
At Curata, we conducted a survey of 428 marketers to answer that question. Our analysis focusedon the best-practices and tactics of bloggers with 10,000+ month visitors, identified as the "10KClub."
Careful assessment of that group—includinginterviews and survey data analysis—revealedthat the following six attributes have beencrucial to the success of the 10K Club.
1. Gain executive support and investment
It is critical that a company's CMO recognizethe importance of content marketing to drivepipeline growth.
Equally critical is that the CMO be prepared toinvest in the creation and marketing of abusiness blog as part of a broader contentmarketing strategy.
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Some 56% of marketers in the 10K club arehiring additional resources for their blog,whereas only 24% of companies with <1,000
pageviews per month are doing so.
2. Create a blogging strategy
As part of a basic blogging strategy you should identify...
Who your audience is
What your objectives will be
What type of content you'll create and curate for your blog
How you'll align with both corporate and business units' campaigns
(Note: Parallel with the planned content, you should continue to publish reactive, random acts ofcontent as the need arises.)
A key success factor exhibited by the 10K Club is providing shared services and infrastructure forthe rest of the organization to contribute to the company blog.
Some 80% of 10K Club bloggers have established a Center of Excellence (CoE) team to enableother teams across their organizations to ensure their participation.
The CoE team oversees key responsibilities related to the business blogging strategy, such asproviding...
A blogging code of conduct
Guidelines for engagement
Design, editorial, and writing staff
Best-practices
3. Create relevant, high-quality content
To develop relevant, high-quality content, avoid being "egocentric": Focus your blog content ontopics that will help your audience be better at their job and more successful in their career versus
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solely providing content about your own products and solutions.
(For more information about non-egocentric content marketing, see the four steps to contentmarketing enlightenment.).
To create relevant, high-quality content, consider doing the following:
Tap into subject matter experts, both internally and externally.
Engage readers using charts, infographics, and other visual elements.
Use content marketing humor to your advantage.
4. Post frequently
Asked about the frequency of their posts, 91% of 10K Club members said they post new blogupdates at least once a week. Be sure to post often, and develop a cadence that your audience canrely on.
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5. Market your marketing
Successful content marketers market their marketing. That is, they don't create a great piece ofcontent and then "throw it over the wall" to their social media team. They align with several groupsacross their organization, taking a multichannel distribution approach.
More specifically, the best content marketers...
1 2 3 4 5 6 7 8
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Align with their social media team for a smooth hand-off of content for promotion intoLinkedIn, Facebook, Twitter, and other communities.
Execute their own promotional tactics (e.g., promoting content across their own networks).
Collaborate with demand generation and marketing operations teams to use their content tonurture buyers in marketing's pipeline (e.g., 39% of 10K Club business bloggers usenewsletter promotion at least weekly, as presented in the below chart).
Tap into paid media such as Outbrain, Disqus, Taboola, and other types of promotionalservices. (Check out this list of content marketing promotion tools for additional ideas.)
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6. Measure your impact
10K Club members measure their pipeline impact to demonstrate and improve performance. Whilepageviews remain the most measured element, the following are other important content marketingmetrics:
Likes or shares
Time spent on site
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10K Club members stand out from the pack in also tracking influence on the marketing and salespipeline as well as impact by individual writers.
* * *
Check out the Business Blogging Secrets Revealed e-book for additional data and findings from thestudy, including what other attributes are important for a successful business blog.
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Michael Gerard is the CMO at curation and content marketing solution Curata,where he is responsible for marketing strategy and related activities. He hasover 25 years of marketing and sales experience.
LinkedIn: Michael Gerard
Twitter: @michaelgerard
Tweet 657 99 Share 307
Blogging, Blogging Strategy, Content, Content Marketing, Content Strategy, InboundMarketing, Measurement, Metrics, Newsletters, Social Media
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