Interesting analysis of the importance of the blog as the heart of the marketing content system is carried out by specialist Heidi Cohen, in which she explains the reasons why the blog is not a cost, but an investment and works on 7 basic pillars to achieve become the brain of the promotion of your brand or service through its content. In a practical and efficient analysis highlights aspects to be considered in the blog in a mandatory manner to achieve the goal of it.
Making a surgical summary, where we lose beautiful and important extensions of the subject, we can list the 7 basic pillars on what our marketing center is built:
- Build a powerful platform to support marketing content.
- Know your audience
- Develop a marketing content plan.
- Optimize content to improve efficiency.
- Plan your content promotion.
- Assign resources to your blog.
- Track the results of marketing content.
1.- Find strong support for our marketing content
Considering that your blog will be the basis on which the master plan of marketing contents will be developed, we must make sure to build it on strong foundations.
One of the first decisions that must be taken is how to put the blog online, available on the Internet. You must make sure to use your own URL . A good option as hosting it is the use of the WordPress option called self-hosted WordPress blog . This option, unlike the free version of WordPress or Blogger, allows the user total control of the site code, in what has to do with the customization of the Theme, modify it completely or make your own.
Even better, it is to incorporate the nested blog into a business website. Use: http://example.com instead of http://example.wordpress.com.
2.- Know your audience.
Before starting to develop marketing content on your blog, you need to know who you are writing for and what your audience is interested in reading. One way to learn more about your audience is to use marketing people. Marketing people is to build an imaginary character that represents an audience and in this way elaborate the marketing contents for a person (with name, a lifestyle, a special character) and not a mass audience and without a human figure.
3.- Develop your Marketing Content Plan.
Several components are involved in the development of a good Marketing Content Plan. Within them, the realization of a Planned Promotional Calendar is included . Start by planning marketing events in the year with the goal of creating hooks around which to develop the content. In addition to seasons and holidays, consider annual events in which to present offers for your products. Include relevant fairs and conferences, as well as means of social participation. Once the planned content has been integrated, evaluate where you can expand, create or reuse the content of your main offers of marketing content on your blog and vice versa.
Another component is the creation of columns that provide a basic structure for the blog’s editorial calendar . Offering weekly contacts in different formats, such as interviews, clients of the week, editorials, guest columnist, including topics such as research, is beneficial to generate a return of the reader that marked interest in any of them. Consider how you will offer this content to other segments of the audience as in your regular emails.
4.- Optimize the content to make it efficient.
The content is not finalized once it was written or created. You must improve it to make it attractive to readers. Some points to keep in mind with this objective to take into consideration are the following: Integrate your brand in each post blog and piece of content; optimize the content so that it is easy to find through keywords; format the post in a way that is pleasant to consume by the reader and easy to read.
5.- Plan the promotion of the marketing content of your blog – post.
Only publishing its content is not enough to reach a broad audience. You will also have to promote your content so that several of the people potentially with the profile of our audience can see it.
Some of these promotion procedures would be: Configure the blog so that readers can receive their messages via e-mail and feed it automatically. Share your content through relevant social media platforms for your audience. You can automate this process, but it is preferable to adapt the message to maximize the impact. Add this activity to your content marketing plan. You can also include social buttons to share with each blog post. Take advantage of the means of communication of your property, such as your website and email lists to promote your content. As you learn more about your blog audience, you will find ways to improve your blog promotion to increase your reach.
6.- Allocation of resources to your blog.
To make your blog the heart of your marketing, you need to have the human and financial resources. Quality content that attract and turn perspectives into reality. This not only happens when employees have time, but they must have the full resources to perform the task with professionalism and dedication.
7. Monitoring the results of marketing content.
As with any other business initiative, you should measure your results. Plan your metrics and content creation to make sure you have integrated the ability to capture the data you need.
Used correctly, a blog is not only compatible with social media optimization, search and sales processes, it acts as the hub for the rest of your marketing content.