Blogs normally play a central role in any digital marketing campaign, for two key reasons:
- They provide a great way to connect with your target audiences, showcasing your expertise
- Search engines value fresh content, so blogs are a great way of getting regular, new content onto your website to push your business up the search engine rankings.
But to be really valued by the search engines, it’s not enough just to publish regular original content, you also have to publish quality content . You may well say that the bots are not litary judges: they’re not going to write a thesis on why Shakespeare outranks a Carry On script, so how on earth can they assess quality?
That’s where engagement comes in. The search engines reply upon objective assessments such as the number of comments on your posts and the number of times they are shared. So it’s essential to make sure your blog has easy links for sharing (social media icons). Comment boxes are also very useful; if you’re worried about problematic comments, you can normally moderate them before they go live to save any legal nightmares. A compelling call to action will also help prompt active engagement with your readers.
Encouraging engagement with your blog will deliver better returns for your business and deliver more potential customers to your website.
Read the rest of our series on how to make your blogs work for your business:
In her next insight, Siobhan will be explaining how to make writing your blogs manageable.