Have you noticed your corporate blog may be getting fewer comments? How’s traffic in general and what about that bounce rate?
Blogging by most is regarded as a one off, something that’s done to write about topics and position you and your company as a content authority (or maybe “context” authority). Companies that use blogs as a public relations strategy understand the importance of owned media for overall integrated marketing.
Today, however, there are factors contributing to a blog’s one dimension. Before we understand what that means, we have to know how you regard success:
• What goals did you set up for your company blog?
• How are you measuring against those goals?
• Are you watching analytics, listening on Trackur and earning comments?
• Have you made it a goal to build a community?
As a professional blogger, you likely are incorporating syndication and blogging automation tools to help amplify your content to a variety of other bloggers, channels, portals, and apps. Well, are you?
When you share your blog post to Google+, LinkedIn, Twitter, Pinterest, Facebook, and Tumblr, it provides opportunity for content to be in the stream along with a plethora of others’ content. There’s no guarantee people will open the link and read. Sharing only on social media channels becomes very one dimensional for a professional blogger.
So, what’s the solution?
Syndication Automation & Marketing Automation
About 18 months ago, I began to hear the term marketing automation more and more. With disdain, I wrote about the lack of authenticity occurring on the blogosphere. Today, I fully understand the need for marketing automation tools and, more so, for syndication automation tools. Professional bloggers who may be solopreneurs (like me) or corporate blogs with a team of excellent writers from public relations, cannot boost owned media without help from syndication automation tools.
Since the inception of Triberr several years ago, we who have been on board since the floodgates opened have watched creativity spur innovation. The co-founders have stopped at nothing to ensure its platform is a place where bloggers can share content, build tribes, cascade content across multiple social media channels, and leave comments for any blog post while remaining on the Triberr dashboard. Triberr’s reblogging feature allows content from others’ blogs to be reblogged on yours. That means content can be posted every day, and you can write as infrequently as you’d like for your own blog.
I can bet that few understand the true value of an RSS feed. Every single blog should have a reputable syndication partner, like Feedblitz, to publish blog content to subscribers, on others’ blogs, in portals, in a community of writers, in Triberr, etc.
Without an RSS feed, that orange icon usually in the upper right of your blog’s sidebar, your content goes nowhere. It stays on your website and no one knows it’s there.
RSS feeds allow folks outside of your network to pick up your content via the feed and publish blog posts when they like. When you begin to write really good content, the RSS feed is richer and others become interested in having that content handy.
Blogging Community Like SteamFeed
When you write for an esteemed blogging community like SteamFeed, you get the added bonus of interacting with professionals interested in blowing up the ‘sphere with high-quality content. You also are assured of having decent community managers who help you with deadlines, manage your content, are creating ideas to leverage your expertise beyond just writing, and generally are helping position your brand as authoritative and you as an influencer.
I am a digital marketer with HubSpot. In fact, I’m in HubSpot school. When you have a blog, you need to push it to the next level. It’s OK to write to your heart’s content; however, are you writing to your buyer? Are you adding calls to action in your sidebar and building your email list to also build a book of business online? The blog forms the very crux of digital marketing gold; this owned media provides the content and authority to lure folks in from around the Interwebz and download your content, ebooks, invitations to events, and more. HubSpot is a total solution for email marketing, list building, connectivity between landing pages, calls to action, content, and lead generation from the top of the funnel to the bottom.
Cision is a provider of public relations tools for public relations professionals and many others. It also has been creating new innovative tools for companies interested in amplifying content. They have a social news room and now, even better, the company is touting a new content amplification suite.
Bloggers can amplify content onto online portals like CNN, Time, U.S. News & World Report, Huffington Post, and many other high-branded sites. The boost from lowly corporate website to nationally branded media is gold.
These are marketing automation tools and give bloggers ways to think differently about why they blog, for whom, and where that content should get published or posted.
At the end of the day, really, we have to ask, “What is the Future of Content?”