5. Ask experts to guest post. “Reach out to experts to contribute to your blog about topics where you are not an expert,” suggests Nellie Akalp, CEO, CorpNet.com. “For example, I share tips on running a business as well as various topics relating to incorporating or forming an LLC. When it comes to marketing, social media, HR, accounting and other topics I don’t know much about, but want to share on the blog, I find experts in those areas to contribute a post,” she explains. “We [then] share that post with our community so that person gets exposure. So it’s a win-win!”
“Have a diversity of voices on your blog,” says Eric Quanstrom, CMO, KiteDesk, a sales prospecting tool. “By tapping influencers and experts you bring strong ideas to the table [and] enhance your brand.”
“Look to your customers, vendors and colleagues for guest blogs,” says Armita Ayrempour, marketing manager, MotherG. “For example, we are an IT managed service provider and one of our guest posters runs a software company. We cross-promote the content to both our companies’ contacts, [as well as in] LinkedIn Groups, which significantly increases reach.”
6. Look for trending topics and add your unique perspective. “Instead of just regurgitating the information that everyone else is discussing, put your own spin on the topic, [providing] additional insight or [discussing why or how it’s relevant to your target audience],” says Adam O’Leary, president, Encite Marketing. Doing this “will differentiate your [blog posts] from other articles while capitalizing on the popularity of the subject.” Social media sites such as Facebook and Twitter, as well as “tools such as Technorati and Google Blog Search, can help you find [trending topics].”
7. Vary your posts (trying different formats to see which work best).“You can’t just produce posts hoping they will get picked up, shared and bring leads,” says Ewa Puchalska, outreach manager, GetResponse. “Experiment with different types of content around the same topic: blog post, infographic, SlideShare presentation, podcast, video.” Then be sure to “promote [your posts] and check what works best for your audience.”
Also, “try to publish different article styles to see which ones resonate the best with your target audience,” says Zaki Usman, CEO, Pagezii, a digital marketing app. “Try the regular article format that is meaty and a solid read. Then experiment with an FAQ-style post or an instructional or how-to post. Another favorite of mine is to post a listicle, a shorter article that is in the form of a list.”
“Infographic posts [also] work very well,” he says. “If you opt for this, [just] make sure you use the ALT IMG attribute to tag your infographic. This way the image gets indexed properly by search engines and you get more organic traffic.”
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