How do blogs help your marketing automation?

Lead generation starts with great content and a blog is the perfect way to present your content to the world. Use it to draw eyes to your services or products, and increase visibility by making your blog content available in a multitude of formats.
Most small businesses use a blog to inform their clients of news and events, as well as for lead generation. Unfortunately, the vast majority of these blogs don’t serve much purpose, apart from adding content to the site. If you feel like your blog is stagnating, it’s time to turn things around and make your blog work for your business.
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1. Use SEO Correctly

Search engine optimization is what blogs are best for. With frequent updates, blogs catch the eye of the search engine pretty quickly. Take advantage of this by using your keywords throughout the post.
The biggest mistake made by small businesses when blogging is keyword stuffing. Adding too many keywords will actually get you dinged in the search engines. Stick to roughly 1-2% keyword density for optimum results.
Remember that Google doesn’t just look at your main keyword. It also watches for related words. For example, if you’re writing about cars, words like tires and engines would be pretty normal related words. Seeing this helps the search engine decide if the post is worthy of being listed in the results or not.

2. Repurpose Your Content

It’s a lot of work to write a blog post, so don’t let it go to waste. Instead, repurpose that old content and make it work harder for you in lead generation. A few ways to repurpose:
– Turn it into a PDF for people to download (have them opt into your email list to get it)
– Make a PowerPoint out of the post
– Create a video about it (using the PowerPoint)

3. Add an Opt-In

Chances are, you have an opt-in form already. Where is it? If you said on your sidebar or in a popup, you join thousands of other small business bloggers. What if there was a better way?

Pop-ups and slide-ins can be useful and certainly have their place, but if the visitor has a pop-up blocker, they will never see the form. A better practice is to make sure the form is visible on every page.TIP: While the side bar isn’t a bad place for a form, you may have better results if you add a simple form to the end of every blog post.

4. Share on Social Media

Every post you write should be shared to your social media accounts. If you are on Pinterest, make sure you have a great image to go with the post and share it. You can promote your blog on multiple branches of social media, making It possible to reach people who might otherwise never know about your blog or website.

5. Accept Guest Bloggers

There’s a lot of talk out there about being a guest blogger, but accepting guest bloggers can also be beneficial, particularly if your business blog is still small. When someone else writes on your blog, they are bound to tell their own followers about the post. This means you’ll gain more readers and they also get to increase their reach.
Finding guest bloggers isn’t too difficult, as they will start emailing you as soon as the blog is live. However, it’s important to choose carefully and to allow yourself to veto any post that does not fit well with your plan.

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Julia Flynn Werre

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