In addition to tips, steps to success and a great case study, this edition also features a very informative Q&A with Douglas Karr, author of Corporate Blogging for Dummies, about blogging. Here it is:
Q: What is the most common mistake you see corporate bloggers make?
A: They underestimate the effort that it takes. They may hire someone to help them design it and blog for a week or two, but if they don’t get any leads, they quit. You have to approach it as something that grows over time, so at the end of the year, you have maybe 250 topics that are valuable to readers, capturing a hundred different keyword combinations. Then you start seeing really great return on investment. Content marketing is a marathon, not a sprint.
Q: Is it really worth it for a business owner to hire an SEO expert or outside consultant to help with blogging?
A: A few years ago it might have been worth it to hire an SEO consultant who would tell you what keywords to go after, but honestly, the algorithms that Google has developed recently work so well that really it is not necessary. If the content is compelling, it’s going to rise in the search.
Q: If SEO is not as much of a focus today, what should bloggers be concerned with?
A: Social integration with Google is huge right now – 30% of all searches are customized based on your network. You want to position yourself as a thought leader within your network so people you know are sharing your posts. Talk about your clients, so clients in your network will point to your article and say, “Hey, that’s us!” Then you’re all talking about each other, and a rising tide lifts all ships.