Blog Management is Much More Than Great Writing
Once, managing a blog site was simply a popular pastime and not a crucial element of content marketing. However, over the last six years, the number of bloggers in the United States has increased by 10 million — and you can guarantee that a vast majority of those are corporations and small businesses. Today, one-third of all web pages are blogs, making it a linchpin to a successful marketing plan.
That said, blog management entails more than simply picking a blog topic and writing a few paragraphs once a week. Instead, companies that follow successful blog tips and publish at least 16 blog posts per month receive 3.5 times more traffic than those that publish weekly posts. Additionally, when the content is personalized, on-brand, and high-quality, 34% of buyers will also make an unplanned purchase after reading.
So how do you draw the attention of your target consumer to your blog content? The answer lies beyond excellent writing. In reality, a successful content marketing plan will require blog management, complete with set goals, a clear timeline, and a dependency for all major players involved. Take a look at what goes into successful blog management and how content creation services can help.
Why a Successful Blog Needs More Than Great Writing
It might be hard to believe that excellent writing alone will not lead to a successful blog. Users produce more than 70 million new blog posts per month just on WordPress, and 409 million people read more than 20 billion pages of content monthly. So, those killer writing skills on your last blog post are simply not enough to cut through the noise and stand out from the crowd.
Your content will likely run into various issues without a blog management strategy (or blog management service), especially on search engines. For example, a blog post with no set goal or keyword research will likely become buried among Google and Bing results, getting slim to no views from your audience. So instead, you will need to manage your blog with a clear strategy.
- Set SMART goals
- Identify your target audience
- Develop an editorial calendar
- Assign content production roles
- Optimize your content across all platforms
- Designate channels to promote your blog content
Here is how to get started with blog management for your company.
1. Start with Goals and Work Backwards
Like all elements of content marketing, a successful blog begins with a designated strategy. A clear direction keeps content concise, ensuring each blog post delivers on its title, provides value, and is relevant to your reader. Plus, setting clear goals upfront reduces the risk that your organization wastes time or blog management resources.
Established goals can also positively impact social shares and search engine ranking. When planned out, each blog topic can have an assigned featured image, click-to-Tweet feature, or shareable infographic that makes it simple for readers to disseminate content across social media. Keyword optimization can also help a search engine semantically understand what your blog is about, so it can display your content to a relevant audience.
Implement SMART Goals
Blog management strategy begins with SMART goals that clearly define the purpose and direction of each topic. SMART is an acronym for goals that are:
Identify Your Target Audience
With SMART goals in hand, identify the ideal reader of your content. A target audience will help you understand what readers need from the content they consume. When you know their needs, you can offer information that positions your brand as the ultimate solution. Plus, if you remain consistent with blog management, these readers will keep coming back to your website with the confidence that your company is a leader in your space.
2. Establish Organizational Bandwidth for Content Creation
Next, develop your editorial calendar, blog schedule, and respective roles within your organization. With blog writing taking nearly four hours on average, plus added time for optimization and promotion, you must establish your organizational bandwidth to determine who will handle each aspect of content production.
A realistic blog schedule will make managing a blog site all the easier. Instead of trying to cram four new posts in one day, break your content up over the month to give each team member the appropriate time to execute their role for your company blog. A blog schedule will also provide a deadline for each team member to keep your strategy moving.
Assign Organizational Blog Marketing Management Roles
Without a creative agency to help with blog management, you must designate different aspects of the content production process to various individuals within your organization. By sharing these responsibilities, it is more likely that each task will be completed in a timely fashion and that a manager will catch any errors by blog writers.
Work with your team to establish:
Who is your blog writer(s)?
Who will edit for grammar and spelling?
Who will pick the images and video?
Who will upload and manage your blog comments?
Who will optimize blog posts?
Remember, your team will have to cover all bases without third-party blog writing services — from conception and writing to publishing and promoting.
3. Produce High-Quality Content Beyond Writing
Though we have mentioned that brands who publish 16 blog posts per month receive higher traffic than those that post just four times per month, it is important not to speed through content production for the sake of quantity. A study of 11.8 million Google search results discovered that longer blogs often out-perform shorter content.
Long-form blog posts of 1,500 to 2,000 words tend to cater to a reader’s needs better than shorter, 500-word blog posts. Since search engines prefer content that will better serve readers, longer, more informative blogs have a better chance of ranking among top search results. Rather than producing as many blogs as possible, focus your blog management on high-quality content.
In the same vein, be sure to address the video and images that will live inside your blog. What is the importance of images in a blog? Your featured image conveys the nature of your content to a reader. Use images as transitions between sections in your content, reinforcing the theme of your content, and helping a reader better digest the blog topic.
4. Optimize Your Content Across All Platforms
High-quality content should be written to shine on your company website, perform on search engines, and be shared on social media. So, start by writing impactful headlines. On average, eight out of 10 people will read headline copy, but only two out of 10 will read the rest, meaning your content will have better discoverability with a concise headline that demonstrates the value and defines the blog topic.
Once you set your blog headline, optimize the post for social shares by creating a bite-sized share title, choosing a high-quality image, and adding social sharing buttons. Lastly, utilize an SEO tool, like SEMrush or Moz, to optimize your content for search engines. This step will require an in-depth dive into your metadata, internal links, URL, and designated keywords. Many choose to outsource their SEO services to a trusted agency familiar with the intricacies of SEO blog writing services.
5. Promote Your Content Often
With your posts optimized and ready to roll, the last step in your blog management strategy should be promotion. Promoting your content is one of the easiest ways to organically extend the reach of your blogging platform without paying for ads. For this reason, your blog posts should play a crucial role in your social media content pillars, and you should share your content as often as possible.
Start by designating channels to promote your company blog content, including your email subscriber list, online publishing platforms like Medium, and social media platforms like Facebook, Twitter, Instagram, and Pinterest. Then, as you continue to manage your blog, be sure to recycle evergreen posts or blog topics that are not time-specific. This way, you can continue to provide value through your posts, even if you do not create new content daily.
Blog Management is the Result of Several Moving Parts
Though a great blog post might have stellar writing, it is how you manage your blog that truly helps your business reap the reward of content marketing. Before anyone on your team even begins typing, you should have a set editorial calendar and dependencies in place. Then, once the content is written, blog marketing management should include imagery, optimization, and promotion.
In short, successful blogging entails a multitude of additional steps before and after writing the content. To streamline your blog writing services, tap into the experts at a marketing agency with experience in blog management. At Bullseye Strategy, we have been offering blog content writing services and content creation for more than a decade. Experience the power of our blog management services by contacting us today.