Blogging is a part of any effective online marketing strategy… or it should be.
For any small business owner, living up to an effective online marketing strategy can be a challenge, considering the time it takes to form coherent thoughts at the end of an 80-hour (plus) work week. Hiring a blogger to work to work their web content magic keeps your website visible, informative and relevant. How do you know you’ve got a good blogger on your team? Read on![bctt tweet=”#Protip: Good bloggers get your blog drafts published, too. #digitalmarketing #blogging” username=”mojowriting”]
Speaking (well, writing) as a good blogger, there’s a lot more to blogging than word salad and SEO keywords.
There’s a strategy behind each blog or editorial calendar that is built for a website. That strategy should always keep marketing and business goals in mind. After all, a blogger* is the voice for your business, conveying a message that should specifically reach your target market or audience.
A bad blogger just “word salads” all over the place, stuffs keywords where they don’t belong and generally doesn’t add much value to a website or online marketing plan.
A good blogger, however, brings traffic to a website. A good blogger also establishes the business, organization or brand as an expert, a thought leader… dare I say, an INFLUENCER. A good blogger may also, at times, verb words (like “word salads” above) to fit current trends in the media, because a good blogger pays attention and knows how to hack the Internet for your business, like a unicorn guru ninja boss.[bctt tweet=”…a good blogger is a unicorn guru ninja boss. #truestory #digitalmarketing ” username=”mojowriting”]
An INCREDIBLE BLOGGER will also utilize the power of bullets, callouts, and quotes. As such, here’s a handy list of what else a good blogger will do**:
- Research industry, seasonal and cultural trends as they apply to your business or service. There’s no reason to have a “Spring Fling” sale in November or a ribbon campaign in a month devoted to a different cause.
- Capture your voice. Your business needs to have the right tone and message to connect with your target audience. Good bloggers understand nuances like dialect or terminology that applies to your local area or the industry you’re leading.
- Create original content. Your voice + your industry + current trends should always = original content. Original content can be as simple as a commentary on someone else’s content, or a 1200-word “must read” blog. A good blogger can (and should) do both, without ever plagiarizing.
- Follow an editorial calendar. In all fairness, for my own business, I just kind of go with the flow. If the muse strikes, that’s what I write about, but I am my own blogger. You should always expect a blogger you hire to understand the value of an editorial calendar, how to create one (see the “research” point above) and implement it seamlessly.
- Publish blogs, syndicated social media posts and then monitor the response for follow-up engagement opportunities. You’re not blogging to see yourself in text, you’re blogging to gain traffic, establish expertise and/or connect with a target audience. You want people to engage with your content, either directly or through sharing. A blogger doesn’t have to respond, either, but monitoring the content gives them a better idea of how effective their writing is, what the target audience is saying and how to streamline the message for a more effective impact.
To answer the burning question, yes, you probably need to hire a blogger. More than that, you need to hire a GOOD blogger. Heck, you probably need to hire the GREATEST blogger – one that has all the best words.
*some bloggers may vary, please check with your blogger for a full explanation of their blogging style.
**depending on the blogger and your final arrangement for services, because we’re not imposing our own good blogger criteria on anyone.