eBooks

Blogging in the Age of Content Marketing 22 23 Blogging in the Age of Content Marketing We've walked through the process of creating effective, targeted content – now we'll learn how you can use your content to build your content marketing audience. Frequency The topic of blogging frequency often sparks the 'quantity vs. quality' debate: does posting content frequently sacrifice content quality? Quality content should always be your first and foremost goal. Yes, there is definitely an intricate balance between quantity and quality, and if posting more frequently begins to compromise the quality of your work, then definitely scale back on frequency and focus on writing more detailed, well-researched, and thought-provoking pieces. However, the ideal scenario is to frequently publish high-quality pieces. Content Distribution The more frequently you post, the more content there is to drive people to your site. Try experimenting with posting at different frequencies per day. You'll most likely find a correla- tion between frequency and traffic to your blog, but play around and try to find that sweet spot. For example, perhaps posting 7 pieces a week drives double the amount of traffic than posting 5 pieces, but posting 10 pieces a week fails to drive a substan- tial increase in traffic or leads. Keep track of your metrics and don't be afraid to play around and get creative. Content marketing is an iterative process which means you should always be experimenting and trying new tactics, with a keen eye towards analyzing and adjusting your tactics. BUILDING YOUR AUDIENCE 6 Without spending too much time focusing on social media strategies in this eBook, it's important to note that social media is a phenomenal tool for content distribution. Use your social channels to engage in conversation surrounding the content you've created and share it with your audience. When sharing content, mention the author in your tweets so they also share the piece with their audience. Also share with people or companies that are mentioned within a piece of content as well as key influencers in your industry. You want to be strategic about this, however, as you don't want to bombard the same influencers with content over and over again. Share different pieces with different influ- encers, based on their expertise and interests; share it with them because your content will add value to their life and/or the lives of their audience. By approaching content marketing with a genuine desire to provide value for your audience, people will be happy to read and share your content. Check out: Hootsuite ClickToTweet TapInfuence Buffer

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