This is a guest post written by Paul Wallis of Webprofits.com.au, an online marketing agency based in Australia. Full Author Bio can be found at the end of the article.
There are two basic types of blogging- Productive and unproductive. A productive blog is properly targeted to its market. An unproductive blog misses its targets regularly. If you’re a typical commercial blogger, there’s no midpoint. You need to connect with your market effectively and constantly. That means you need to provide information which is useful to your audience and in touch with the most interesting and important issues on the market.
Blogging and Marketing Basics
There’s a basic concept in marketing which defines exactly what all blogs need, and it’s called “Positioning”. For blogs, this includes:
- Information type, value and quality
- SEO placement
- Currency of information
- “Brand identity”, the process of establishing a presence in your market
The positioning is the public face of your blog, and it’s also your primary point of sale for your commercial interests. It’s also the means of accessing your blog and an interest generator.
If your blog is about web design:
- Information type: Value and quality is critical to an audience which will be largely comprised of experts. Your position in this case has to be a source of good information, created to meet the standards and expectations of your demographic.
- SEO placement: Page rankings in a specialized field have to be earned, using good quality, relevant keywords, and good quality links.
- Currency of information: In a specialist field, your information must be current, not material the audience has already seen. Stale blogs tend to be ignored.
- Branding: “Brand identity” is the development of your positioning, establishing your own identity and enhancing the image of your blog.
The Big Don’ts of Marketing and Blogging
It must be noted at this point that blog positioning can go backwards, as well as forwards. There are some very serious “Don’ts” in blog marketing related to positioning:
- Don’t get repetitive. This is fatal, and simply turns off the audience.
- Don’t get stuck on a single line of information in your blog. Cover as many related fields as possible.
- Don’t use lower quality materials in your blog. Keep up your standards, and you’ll keep your audience. If you’re outsourcing materials, get them from the best suppliers and freelancers.
- Don’t assume your readers will read anything. They won’t. They’ve got the whole world to choose from. Your market position needs to be maintained, or it will inevitably deteriorate.
The Do’s of Marketing and Blogging
To develop and reinforce your blog:
- Maintain interest: Use new materials, new forms of presentation and new ideas.
- Ask for feedback: You need feedback to know what’s working and what’s not. Make sure you have a healthy interaction with your audience at all times.
- Be creative and innovative: If you’ve got a new idea you’d like to try, do it. This stops you going stale, too, and it will generate a lot of interest.
The best blogs are fun, interesting and well positioned in their fields. Get your positioning right, and your blog will always be popular.
About the Author
Paul Wallis is an award winning professional freelance writer, and does a lot of writing in the SEO field. He works in the US, Canada, Australia and Belgium. He’s published 12 books on lulu.com and some of some of his other work can be found at Digital Journal.