Saturday, November 26, 2011

The Dynamic Duo of Business Blog Marketing: Optimize & Socialize

Blogs are often rated one of the top content marketing tactics for attracting and engaging customers and eMarketer has reported blogs reach over 50% of the internet audience. But many companies fail to combine two of the most important tools for boosting relevant traffic and reach: Optimization for search engines and for social media.

Most marketers and bloggers understand the basics of a good business blog and the notion of search engine optimization but often focus more on keywords than the customers that are actually searching.  Adding keywords to blog posts is a common SEO tactic but developing a blog content plan around both search keywords and social topics that represent what customers care about can result in content that is inherently more search, social and customer media friendly.

The Business of Optimizing Social Media

Social Media Optimization involves optimizing social content for topics of interest to both the brand and the communities they seek to engage. SMO also focuses on the ability for social communities to share links and media they find interesting.  Links to content shared on social networks and media sites can drive direct traffic to blog content and serve as a signal that search engines use for ranking blog web pages.

Essentially, socialized and optimized blog content can drive traffic through search and those visitors can share that content through social channels, driving even more traffic. Social sharing can also impact better search visibility, providing  more relevant visitors that are actively looking.

Search and Social Media Friendly

As Internet marketers have emphasized making websites search engine friendly over the past 10 years, the importance of making websites and blogs social media friendly is also important. Great blog content isn’t really great until it’s consumed and shared, so consider how your customers find information online that is most likely to inspire them to do what you want them to do.

A Better Business Blog Strategy

To get more out of the opportunity to improve online discovery of business blog content, here are a few key questions to ask for an “Optimize and Socialize” blog strategy:

  • Who is the blog intended to influence? Prospects, customers, employees, industry analysts, reporters, bloggers.

  • What content will your blog offer that will meet target audience needs?

  • How will addressing those customer needs and telling the brand story manifest as a blog content plan?

  • What search keywords and social topics are relevant to your target audience?

  • Where does your blog content fit in the customer lifecycle of communication with the brand?

  • If the blog content is properly optimized and socialized, how will it influence  measurable business outcomes.

Peter Zmijewski is the founder and CEO at KeywordSpy. Through Internet Marketing he places his name on great search engine like-GOOGLE who is also called as Innovator, Investor, Internet Marketing Guru and Entrepreneur. For more updates don’t go away, please stay with us.

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