This week’s Online Content Collective is all about getting more from your content marketing – with an emphasis on blogging. As more and more companies commit to larger content marketing campaigns, you need to do what you can to stand out. This might mean tweaking your posts to be more readable or something simpler like publishing them on certain days and times.
If you’re going to commit to a blogging schedule, you also need to know whether or not your efforts are paying off. Plan out your campaign, measure the results, and keep finding new ways to improve.
We all know bloggers out there who judge their self worth by the number of new and returning visitors to each and every post. It’s a codependent relationship, to be sure, but as long as you’re focusing on raising those numbers through better blogs, psychologically speaking, you’re probably okay.
In this article by Heidi Cohen, we get to see 30 great tips for turning an average (or even a poor) blog post into something that really resonates with your audience. These tips go beyond the fluffy “answer the questions your clients have” kind of advice and start with many of the nuts and bolts of good blogging and follows through to making the best possible presentation.
Just to make things easy, Heidi has divided all these tips up into several useful categories, including: design, fonts, images, content formats, using white space, developing an information structure, how to use text and vocabulary, and using other elements effectively.
Measuring the direct effectiveness of your content marketing campaign can be something of a challenge. You’re throwing all those words, images, and videos out into the wild, never sure if they’ll become an upstanding, productive member of society or, you know, your campaign.
This infographic, shared over on dotrising.com, goes through three important elements that can help you determine how effective your content really is.
The infographic suggests that content marketing tactics should build awareness, encourage consideration, and convert people into leads and customers. Take a look at the graphic and discover some simple ways to measure each of these elements as your campaign progresses.
Of course, an infographic isn’t much of an infographic unless it has a lot of great statistics all over it. In this case, we see that 90% of online experiences begin with a search engine, and more than 15 million online consumers say they research products and services on social media before making a purchase. Given numbers like these, it’s extremely important to make sure your online efforts are producing measurable results.
And speaking of great statistics, this article from MarketingProfs has gathered a lot of really important data from a recently released TrackMaven report. These graphs bring up some important elements of effective blogging and suggest some actionable strategies for increasing your readership and building social engagement.
The statistic that probably comes as no surprise to anyone is that the majority of blog posts are published during US working hours (Mon-Fri, 9AM-6PM). The numbers seem to be pretty even across each day, but the interesting point here is how much social sharing go up over the weekend. This is apparently the time when readers can sit back and enjoy their time and find the things they really want to share with others.
Along those same lines, most people seem to publish blogs during the same hours each day, but it’s after normal work hours when social shares start to really go up. In fact, the highest percentage seems to come around 10-11PM.
This kind of data can be an effective tool for planning and carrying out your content marketing strategies. What blogging tactics have you used to increase readership and continue producing quality content?