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How to make your blogs work for your business: review them

How to make your blogs work for your business: review them
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Siobhan Stirling - Sharp Minds Communications by Siobhan Stirling - Sharp Minds Communications
Owner/Director - Sharp Minds Communications Ltd

15 Jun 2017

One of the most important elements of any marketing activity is establishing your return on investment.  If you’re spending time writing a business blog, you should track whether it is delivering for you.  Our marketing expert, Siobhan Stirling of Sharp Minds Communications, explains how to review your blog strategy. 

Throughout this series of blogs, I’ve been explaining how to develop an effective blog strategy .  Having a proper strategy is crucial when it comes to reviewing what you are doing.  If you’re just posting ad hoc blogs with no understanding of what you’re trying to achieve and how they can complement your other marketing activities, measuring your return on investment is difficult, if not impossible.

If your business blogs are random, rather than strategic, you may find it helpful to start from the beginning of the series.  If you do, you’ll find that Step 1 to an effective business blog strategy is to identity your aims.   This is the crucial first step for any strategy; it is also vital to enable proper review and refinement, if necessary.  It is axiomatic (although often ignored) that success should be measured against your objectives.

It is also vital that you promote your blogs; if you don’t tell people they are there, they are unlikely to deliver on your aims.  Assuming you have clear goals for your blogs and you are telling people about them, you are then in a position to review how they are performing.

How to measure the effectiveness of your blogs

I originally identified a number of potential aims for any business blog; the aims that underpin your blog strategy will define how you assess whether they are delivering for you or not. 

AIM: Boost Search Engine Optimisation

If this is your aim, SEO analysis will be crucial in understanding how your blogs are performing.

AIM: Drive engagement with consumers  

Exploring your website, social media and digital marketing analytics will give you insights into whether your blogs are stimulating conversations and interest with your target customers.  Comments and shares on your website and social media will also help you measure their performance.

AIM: Communicate directly with customers

Website and social media comments and shares will give you an idea of how much engagement your blogs are prompting, while your digital marketing and website analytics will show you which blogs are most popular.   

AIM: Position your business as a thought leader within your sector  

Shares and comments (on your website and social media) is one baseline, and digital marketing analytics will show you which blogs are prompting most interest.  But less quantifiable gains should also be considered, for example invitations to speak or contribute guest blogs.

AIM: Communicate your brand values  

If you’re getting your blogs right, they should all live and breathe your brand values, but it’s worth taking time to review them to make sure you are on track, especially if you have a team of writers or use an outside agency.

AIM: Gain insights into your audiences  

Comments and shares will again be significant.  If you aren’t getting much interaction, you may need to think of subjects and formats that stimulate more interaction.

When you review your blogs, analyse which ones perform best against your objectives and why: is it the subject matter, the style or how you promoted them?  If you can see a trend, do more of what works well, so that your blogs work even harder for your business. 

For more insights into effective marketing, explore our other blogs  or look out for your email updates from your CapitalSpace Centre Manager

Read the rest of our series on how to make your blogs work for your business:

Step 1 – Identify your aims

Step 2 – Plan your strategy

Step 3 – Make sure you are found for the right things

Step 4 – Add value

Step 5 – Make them accessible

Step 6 – Publish regularly

Step 7 – Promote them

Step 8 – Encourage engagement

Step 9 – Make them manageable