Our 8-Step Blog Post Optimization Checklist for Marketing Success
As business owners, we all know the importance of blogging in this digital and content-centric driven world we live in. In fact, a business that has a blog – and blogs frequently and consistently – will receive 67% more leads per month through their website compared to a business that does not use a blog.
What does this mean? You generate more leads and a more productive (read happy!) sales team.
So how can you be sure your blog is doing all the heavy lifting when it comes to generating leads and interest in your business? Luckily for you, we’ve created this blog post optimization checklist, so if you only have time to add a few key blog enhancements in addition to your long list of to-do’s, these are the ones you should focus on adding.
Your Blog Post Optimization Checklist:
1. Keywords – Including keywords in the body and title of your blog post, as well as the alt tags of any images you include, is going to help readers find your content. When determining the right keyword, think about the topic you are writing about. What are some of the common challenges your customers face with this particular topic? What are the keywords or phrases they would use to search for information to help solve that challenge?
2. Call to Actions – What is it you want a site visitor to do when they find your content? Do you have marketing offers such as ebooks, Webinars or how-to guides you can offer them to help solve their challenges or answer their questions? Each blog post should include a call-to-action relevant to the blog post topic and insert at the end of the blog content. For example at the end of this blog post we have included a call to action for one of our ebooks “Introduction to Business Blogging: How to use Business Blogging for Marketing Success” (Or, if you’ve already downloaded this ebook from us you will see another relevant ebook offer, this is called a “Smart Call to Action” and a feature of our all-in-one marketing software HubSpot.)
3. Social Sharing Icons – Make it easy for your readers to share your content. This will increase the number of visitors to your website and with call-to-actions strategically placed on your blog, will help to increase the number of leads generated through your site. Placing share buttons at the top of each blog post or on the side but above the fold (so users don’t have to scroll down the page) will increase the number of shares received. Adding these share icons will also give your posts “social cred” meaning the more shares a piece of content has, the more often it is likely to be shared by others.
4. Social Subscription Icons – In addition to sharing your content with your reader’s personal networks you will also want to include social subscription icons. These link to your Facebook, Twitter and LinkedIn business pages so readers can subscribe and receive your content on the websites where they spend their time. Remember – it’s not necessary to have a profile on every possible social network site. Do the research to determine the networks your customer profiles are spending their time on and focus your efforts on those sites.
5. Include Images – People naturally love visual content and including an image in each blog post will increase post views by 94%. This will also help to increase shares on social networks as visual content historically receives more shares on social networks than posts that do not include images.
6. Add an RSS Feed – 46% of daily internet users read more than one blog every day. Making it easy for users to receive your content on their own terms and directly to their inbox will increase your blog subscription numbers. Learn how to set up an RSS feed here.
7. Email Subscription – In addition to providing an RSS feed subscription you will also want to provide a way for people to subscribe with their emails to your blog. 36% of daily internet users read 5 – 10 blog posts per day. Offering multiple ways to subscribe to your blog will ensure your blog becomes one they read each day.
8. Blog Post Title – Our final blog post optimization checklist item; however the most important, blog titles set expectations for what’s to come from reading your content. Ensure you set the correct expectations and stay consistent when writing the post. The last thing you want to do is let your readers down by writing a misleading title, this will only hurt blog readership numbers by losing reader trust. Provide accurate examples in your post that relate to your title. A best practice is to spend half the time writing the actual post, and half the time writing the title. So if you spend 2 hours writing the content, spend 2 hours designing a kick-ass title.
By completing these 8 blog post optimization checklist items you’ll be well on your way to marketing success through using blog marketing!