Great blog content alone is not enough to get more traffic, readers, advocates and contracts. These nine tactics will get your blog discovered by more of the right people.
In the not-to-distant marketing past, an aerospace and defense company’s marketing arsenal included a relatively small number of weapons. Examples include advertising, direct mail, trade shows, news releases, event sponsorships, etc.
Now, there are even more tactics available, including email marketing, search engine optimization, social media, analytics and blogging. With so many new tactics, marketers can get overwhelmed and lose focus.
So what should be the hub of your marketing efforts? One of the most popular and effective paradigms for thinking about your firm's marketing is to envision a galaxy of all the tactics. And at the center of that universe should be your blog. Everything revolves around it.
In most instances, your company blog is how most of your website traffic will enter the gravitational pull of your company on the way to becoming a contract opportunity. One reason for this is that effective aerospace and defense contractor blogs tend to have informational/educational content focused on solving customers’ problems (rather than bragging about the company).
As with most things, however, the Field of Dreams “build it and they will come” approach won’t work. For your blog to be effective, you need to do a few things to make it a lead generation machine. Jay Baer recommends that you “market your marketing.”
To help you pull in a growing number of more traffic, readers, advocates and contracts, here are nine things that make a world of difference:
- Use blog analytics and look for trends – Comb through your analytics to determine which posts are getting the highest readership, inbound links, social shares and conversions. Is there a common theme to those analytics? Is it a particular topic? Something about the titles? Conversely, what is the common thread to those posts that have the most anemic analytics?
- Publish original data – When you do this, you will be the first to publish it. This can dramatically increase the magnetism of your content. If you don’t have original research, consider partnering with another firm or organization that has fielded the research.
- Be controversial – This doesn’t mean offending people, but rather taking a stand and backing it up with data. This can also boost comments on your blog, which is good for search engine optimization.
- Be the first – Cover something new and do it comprehensively. Content like that tends to quickly rise to the top of the blogosphere because of the demand for information about the new topic.
- Use examples of others in your industry – When people can see what others in a similar situation are doing right, it inspires and gets them to pay attention.
- Be entertaining – You cannot easily inform, educate and persuade people by boring them to death. There is a lot of competition for your prospects' time and attention, and if you can be entertaining, you’ll be that much further along at getting them to know, like and trust you.
- Have a great title – HubSpot’s co-founder Dharmesh Shah recommends spending 50% of your blogging time on just the title. In many instances, your title will be the only thing someone is going to see before deciding if they want to read it. On Twitter and RSS readers, the blog readership can live or die by the blog title alone.
- Use social media – “Content is fire. Social media is gasoline.” ~Jay Baer. Extend the reach of your blog with social media sharing. Also, on social media, be as visual as possible. The human brain processes images 60,000 times faster than text. That's why social media is becoming increasingly more visual. Examples include Pinterest, Facebook, and now even LinkedIn and Twitter.
- Seek guest blogging opportunities – Guest blogging quickly exposes you and your blog to a new audience. Also, guest blogging offers the chance to link back to your blog.