What’s the Value of a Company’s Blog Post? Why Blog Marketing Improves Online Visibility for Your Business
For a long time I’ve been telling clients that a company’s blog post is one of your greatest sales tools. This was best illustrated recently with our law client, SCB Legal. The blog is ranking page 1 of Google position #5 for trending legal topics in Australia and in position #7 worldwide. It’s ranking above every other law firm in Australia.
Due to these metrics and positive signals, the blog was recently selected as one of the top 25 law blogs in Australia and it’s currently ranked in position #11 on that esteemed list. These types of initiatives enhance your business tremendously.
What Makes a Blog Post a Marketing Blog?
We are all familiar with blog posts but a marketing blog or actively pursuing blog marketing, reflects a different intent. This type of blog post generates greater online visibility and encourages lead generation, which means increased sales for your business website.
HubSpot’s blog revealed “business blogging is a marketing tactic that uses blogging to get your business more online visibility”.
Why are Many Corporate Blogs Not Actually Blogs?
Too often companies write content that doesn’t adhere to a marketing blog’s intention. For example, you’ve probably seen company blogs in which the company provides ‘news’ regarding their business achievements. This is not a blog.
Search Engine Journal’s Characteristics of a high quality blog identified the fact that “corporate blogs have a tendency to talk about what they’ve been up to and what’s been happening internally”. However, readers who are seeking answers to their search engine queries do not “care that you donated to charity or that your sales director is leaving”. They have landed on your page in search of valuable information that will answer their questions.
You might be asking yourself, But how do I create content for my business that will provide greater online exposure?
When people talk about lead generation, there are many different vehicles that can be used to enhance your efforts. Improving the quality of your blog content is one of them. Blog posts must be original, well-researched, high quality and engage the reader.
People are busy and the notion of the time-poor consumer hasn’t diminished. If you want to ‘grab’ people’s attention and sustain their interest, you cannot simply rehash what they already know. Creating an article for the sole purpose of creating content is counterproductive both for website visitors and search engines like Google.
Creating content that inspires, informs, educates and entertains
We all want to read content that inspires, educates, informs and entertains us. There’s simply too many competing platforms and avenues, so if you’re seeking to better engage readers and drive traffic to your website, merely creating content for content’s sake will not suffice. Companies must create well written content that is immersive in nature, in order to transform it into content that is shared on social media and is perceived as valuable enough for other websites to link to.
Does Your Specific Industry and Niche Affect Your Blog Rankings?
Each niche is different and the legal industry for example is incredibly competitive. It comes as no surprise due to the quality of the content created by leading legal minds. It’s for this reason that positive metrics and being noticed in this competitive niche is highly regarded.
The SCB Legal law blog is ranked page 1 of Google for multiple keywords and reflects many other very positive metrics. These metrics or signals, led a high authority site to want to include the blog it in its list of the best law blogs in Australia. This is an example of obtaining high quality backlinks from a verified source.
After viewing the metrics, the position on this list was further enhanced. The law blog wasn’t just ranked in the top 25 law blogs in Australia but achieved #11 ranking. Given the fact that there are approximately 76,500 solicitors in Australia alone and a combination of legal resources, law societies and media outlets all vying for the same rankings, it’s quite an achievement given the fierce competition.
Can You Achieve Further Exposure Via These Types of Rankings?
Yes, most definitely. Our client is reaping the rewards of its law blog being circulated to approximately 2.2 million subscribers. This type of exposure was only made possible due to its page 1 google status and associated metrics. What this means in monetary terms is an extremely profitable positioning, so that the law firm will increase its client base due to this type of exposure.
Additionally, as a result, the company now ranks for additional keywords such as “top law blogs Australia”. This type of keyword establishes the law blog as a leader both from a reader and search engine perspective. It’s this notion of trust that further enhances both the content and the website as a whole.
How Can Successful Blog Posts Help You Rank for Other Search Queries?
Due to its positioning the law blog began ranking for the keyword “best law blogs Australia”, which is an incredible achievement given the vast number of law firms that exist in Australia and the competition of this niche. This has an enormous effect if we consider this from a monetary perspective.
When considering the exposure gained from the 2.2 million subscribers and combining the number of users entering the keyword phrase into Google, the immense value of this type of positioning and resulting lead generation becomes easily apparent. This all began and was achieved due to the creation of engaging, valuable, and well researched content that adheres to On page SEO techniques.
How You Can View Actual Results via Google Analytics
The following image is a screenshot of the top 6 posts and pages via Google analytics. You can see the blog post, “new sex offender laws” in 3rd position. It’s consistently outperforming other pages and posts due to the amount of traffic it has and continues to gain.
The law blog as a whole is the 5th top website post/page. Metrics such as these reveal the amount of traffic and level of engagement achieved by a piece of content.
Valuable blogs rank for multiple keywords
The screenshots below display sections of Google Analytics’ reports that demonstrate how high quality content will rank for multiple keywords. For example, the blog post entitled “Do sex offender laws really assist Australia society?” has received many comments, social shares, backlinks and is ranking for multiple keywords.
The right hand column reveals the rankings of each of the corresponding keywords.
Many are in the top 10 positions for the corresponding search queries.
If we take the first entry as an example, these metrics reveal that the content is also ranking for the keyword “sex offender laws Australia”. This piece of content is ranked 1.75 for that particular keyword.
What this means is that when a person enters any of the following phrases into a search request, they will be introduced to the blog and the law firm’s website. Being able to introduce a company or brand to an entirely new demographic is achievable via a company blog.
From the tables above you can see that although the blog has a specific target keyword assigned, over time it ranks for associated keywords too.
When you create evergreen content, even a blog post that was published 1.5 years ago, will rank highly. It’s important to remember that search engines like to see content being updated over time. It’s for this reason that it’s necessary for content to be improved upon, so that it remains relevant.
What Do the Experts Reveal About Creating a High Performing Blog?
Brian Dean of Backlinko recently released a content marketing study that examined 912 million blog posts. The analysis considered factors such as “content format, word count and headlines” and how these impact social media shares and backlinks.
Some of the results challenge previously accepted On page SEO techniques.
The following reveal a few of the notable findings:
- Less is not more. For years, we have been writing and rewriting titles trying to keep them as concise as possible, not exceeding 10 words. The study found that longer titles, actually perform better. “14-17 words in length generate 76.7% more social shares.”
When to post
- What you post far outweighs when you post. Contrary to the many sources that claim it’s essential to post on a particular day and at a certain time, Dean found that when you post is not a criteria for acquiring social shares and backlinks. In fact, quality blogs that are engaging, well researched and valuable are still the determining factors.
Length of blogs
- Which blogs perform the best? While Google recently announced that 2,000+ words is the recommended length, Dean found that the highest performing blogs contain between “1,000 and 2,000 words”.
Lack of on page SEO
- Most content receives zero social shares. Despite the many findings and previous recommendations from notable sources, “94% of all blog posts have zero external links” and lack On page SEO techniques. This presents an enormous opportunity for those who are correctly optimising their blogs.
Backlinks vs social shares
Do backlinks equal social shares? If websites are linking to your content, signalling that its valuable, does this equate to it being shared on social media platforms? The study revealed that there’s no correlation between the number of sites linking to your blog and the number of times it’s shared on social media.
Length of a blog vs number of backlinks
Does the length of your blog affect the number of backlinks acquired? The study found that “long-form content gets an average of 77.2% more links than short articles”. This finding further illustrates why creating immersive content is key when you’re hoping to generate high authority backlinks from the content.
Best performing headlines
Does heading style affect your blog’s performance? Creating headlines is an important component of a successful blog. When you consider that most people will judge the quality of a headline, deciding whether or not to read the content, it’s easy to understand why choosing the right post title is essential.
Listicles vs question and generic headlines
- Which blog styles achieve the most social shares and backlinks? List style blog posts have “an average of 218% more shares”. Blog posts that are formatted as ‘why’ and ‘what’ “received 25.8% more links”. Whereas many have focused on creating a balance of common, uncommon, power and emotional words in their headings, the new findings reinforce that it’s how you phrase your blog title that impacts its success.
What Monetary Value is Attributed to These Types of Lead Generation Initiatives?
We are all inundated with sales initiatives. Sometimes it’s as though people are merely creating advertorials. There’s a fine balance between creating valuable content that increases your ROI and merely writing content to achieve a sale. The latter will not work. People are flooded with all types of content and are competing via multiple sources and platforms. However, high quality content, where you’re answering people’s search requests never ‘gets tired’.
The internet is a fabulous resource, like a 24 hour library that provides you with all the answers to your most pressing questions. If you’re strategic in your approach and are able to provide added value to readers, then you create trust with your audience. This notion of trust is imperative if your aim is to broaden your reach and encourage more leads for your business. A business blog that appeals to your target demographic is one of the best techniques available for lead generation purposes.
Does this mean your blog page must reflect all of these SEO techniques in order to achieve more sales?
Naturally, there are always exceptions to the rule. If you’re receiving a lot of website traffic, comments, high quality backlinks and social shares, then you’re doing something right. However, given the findings that the vast majority of blogs have zero backlinks and social shares, isn’t it time you experimented with other techniques to improve the success of your company blog?
Which of your business blog posts has performed the best?
MCM values its readers’ opinions and we invite you to share your experiences here. Leave a comment below and get involved in the discussion.
Would you like to transform your company blog from a blog page to a valuable marketing blog?
Contact the content marketing experts at MCM, so your business can outperform the competition.