The Online Marketing Helping Hand: Getting Your Company Blog To Do More Than Improve Seo

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The Online Marketing Helping Hand: Getting Your Company Blog to Do More Than Improve SEO



Honestly, writers block isn t fun. It happens in online marketing, though, because when it comes to crafting a company blog, trying to get your message across without rehashing, or veering off- track, is a challenge. Creating content for your site is supposed to help your search engine optimization (SEO) efforts. But it should also work in concert with your online marketing efforts to create conversions, or win over consumers. However, if you aren t creating any buzz with people specifically interested in what you do, then what s the use?

First things first

It s good to have goals, realistic ones. If you re conducting an online marketing plan, the goals should be the first thing you consider. Who am I trying to reach? What action do I want them to take? If you re writing a blog for your website, it s particularly important to imagine the audience, and then feed them what they need. Right now, I am wondering who you are, what issues you might be having, and how this blog post might help you to produce better content, or at least more accurately targeted content.

Getting to the point

Generating traffic is typically the number one goal of most blogs. Should it be? You may be receiving lots of visits, but are they staying long enough to demonstrate that they are interested in your offerings? Are they the audience you are targeting?

If they don t find your blog through search, your visitors are likely coming to you through social media channels. Social media is increasingly becoming an effective SEO tool. The social bookmarking site StumbleUpon is responsible for more than half of U.S. Social media referral traffic. While you may be getting high numbers from them, or from Facebook or Twitter referrals, are they the audience you want? You need to determine if you re drawing the right crowd.

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Assessing the traffic

Traffic to your site may be coming from various referral sites. Do some research to understand the typical user of those sources, like Twitter, Digger, or Reddit and decide if this is who you want, or better yet, who really needs you? If the referral source doesn t match up with you and your goals, try focusing more on promoting your site elsewhere. Industry related blogs, and your current social media channels may not be bringing as much traffic, but you are more likely to get visitors that actually engage.


Make certain that your blogs are focused on your core offerings, and are related to your keywords. Blogging about something too far outside those parameters, even if it s interesting stuff, will only bring curious readers, not serious consumers. Develop blog themes around the keywords your target audience is likely using.


Getting great rankings as a result of effective search engine optimization and generating lots of traffic on your site may feel good. But in the long run, it s not doing you any good if visitors don t have engagement potential. You want to attract people that need, or want, what your offer, not that just have time on their hands to lurk around people s sites. Choosing the right social channels for pushing content, and understanding referrals, is going to aid you in developing a clear message, but also in drawing valuable potential customers.

Some Help

If you re struggling with how to write your company blog take a look at these 50 ideas from Entrepenuer Magazine

What are you doing to attract the right crowd? If you d like to know how to make the most out of blogging for more than just SEO, contact us and we can help you with some options.

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