Marketing Communication Notes

Marketing Communication

  • Marketing Communication: The means companies use to convey messages about products and brands to customers, aiming to persuade them to purchase.
  • The goal is to create brand awareness, establishing a brand image in customers' minds to influence their purchasing decisions.

Media Communication Changes

  • Refer to the YouTube video: "The New Entertainment, Media, and Communications Value Chain" to understand the changes in media communication.

Outbound Marketing

  • Outbound Marketing: Traditional marketing methods that push messages to a broad audience, regardless of their interest.
  • Examples: TV/radio ads, telemarketing, banner ads, billboards, newspaper/magazine ads, cold calling, pop-ups, and contextual ads.
  • Outbound marketing has declined in popularity due to oversaturation, especially online, leading to ad blindness.

Inbound Marketing

  • Inbound Marketing: A newer approach focused on "pulling" in customers with engaging content.
  • Also known as content marketing, it involves creating valuable content like blog posts, social media updates, infographics, and email newsletters.
  • The goal is to create interaction, encourage reading and sharing, and leave a positive brand impression, influencing future purchases.
  • Inbound marketing is indirect without noticeable sales pitches, gently guiding customers through the sales funnel by increasing brand engagement.

Inbound Methodology

  • The process involves attracting strangers, converting visitors into leads, closing leads into clients, and delighting clients into promoters.
  • Attract: Use blogs, keywords, and social media to attract strangers.
  • Convert: Convert visitors to leads using forms, calls to action and landing pages.
  • Close: Use CRM (Customer Relationship Management), email, and workflows to close leads into clients.
  • Delight: Use surveys, smart content, and social monitoring to turn clients into promoters.

Inbound vs. Outbound Marketing

  • Inbound:
    • Pulls in interested readers.
    • Content written for the consumer's needs.
    • Interactive and fluid approach.
    • Draws in customers naturally.
    • Part of content consumption.
    • Found on blogs, social media, opt-in emails, search engines, and influencer marketing.
  • Outbound:
    • Pushes messages at everyone, regardless of interest.
    • Content written for the product's needs.
    • Inert, one-way communication.
    • Seeks out customers aggressively.
    • Disrupts content consumption.
    • Found in display ads, billboards, telemarketing scripts, magazines, and TV ads.

Branding

  • Branding: The process of giving meaning to an organization, company, product, or service by shaping a brand in consumers’ minds.
  • It’s a strategy to help people quickly identify and experience a brand, giving them a reason to choose it over competitors.
  • Branding clarifies what a particular brand is and is not.

Brand Positioning Strategy

  • Refer to YouTube videos to explain the difference between marketing and branding.
  • Reference YouTube video: "What are the 9 Effective Brand Positioning Strategy Approaches?"

Pain Points

  • Pain Point: A specific problem or issue experienced by prospective customers.
    • Understanding consumer´s pain points can make marketing communication more effective, as you can help your prospects realize they have a problem and convince them that your product or service will help solve it.
  • Financial Pain Points: Spending too much money on current solutions.
  • Productivity Pain Points: Wasting time using current solutions.
  • Process Pain Points: Need to improve internal processes.
  • Support Pain Points: Lack of necessary support at critical stages.

Personas

  • Personas: Fictional characters based on research to represent different consumer types that might use your service, product, site, or brand.
  • Understanding users' needs, experiences, behaviors, and goals helps create more efficient marketing communication strategies.
  • Personas represent the primary target group or ideal consumer.

Go-to-Market Strategy

  • Go-to-Market Strategy: A tactical plan detailing how a company plans to execute a successful product release, promotion, and sale to customers.
  • It´s about your strategy to take your product/service to your target group.

Go-to-Market Process

  • Market Analysis: Understanding the market dynamics, company capabilities, competition, and collaborators.
    • What does the market look like?
  • Marketing Selection: Market segmentation, segment targeting, and product positioning.
    • Whom do we go after and how?
  • Marketing Mix: Product, price, place/distribution, promotion/advertising, people, process, physical evidence.
    • What do we sell? Where do we sell it? How do we sell it?
  • Customer Acquisition: Awareness, interest, evaluation, commitment, referral/customer loyalty/retention.
    • How do we gain & retain customers?

Leads

  • Leads: Individuals engaged in one-way communication.
    • Strangers on an email list.
    • New connections messaged on LinkedIn.
    • Commenters on blog posts.
    • People who have liked or shared social posts.
    • Names purchased from a marketing firm.
  • Leads have the potential to become customers, but haven’t yet spoken to you or your sales team; communication is one-sided.

MQL and SQL

  • MQL (Marketing Qualified Lead): A lead more likely to become a customer based on lead intelligence.
  • SQL (Sales Qualified Lead): A lead qualified by the sales team as a potential customer.

Prospects

  • Prospects: Individuals who have engaged and indicated interest.
    • Leads you've spoken with on the phone.
    • Someone who responded to your emails.
    • A lead who clicked a link in an email to visit your website.
    • A person who fits your target market, who you’ve chatted with at a trade show.
    • Someone who has asked about your product or service in a social media thread.
  • Prospects are further down the sales funnel than leads.

Communicating with Leads vs. Prospects

  • Communicating with leads is about generating awareness and interest.
  • Communicating with prospects is about turning interest into a relationship and moving that relationship into the sales funnel.

Conversion

  • Conversion: When a recipient of a marketing message performs a desired action.
  • Examples:
    • Opening an email.
    • Clicking on the call-to-action link in that email.
    • Filling out a registration form on a landing page.
    • Buying the product (ultimate conversion).

Conversion Funnel

  • Awareness:
  • Interest:
  • Desire:
  • Action:

Call to Action (CTA)

  • Call to Action (CTA): An instruction to the consumer designed to provoke an immediate response, usually using an imperative verb (e.g., "call now", "find out more", "visit a store today").
  • Other CTAs might provide strong reasons for purchasing immediately, such as limited-time offers or special deals (e.g., "Offer must expire soon", "Limited stocks available", "Order before midnight to receive a free gift", "Two for the price of one for first 50 callers only").

Landing Page

  • Landing Page: A standalone web page created specifically for a marketing or advertising campaign.
  • Visitors "land" on it after clicking a link in an email or ad (Google, Bing, YouTube, Facebook, Instagram, Twitter, etc.).
  • Unlike regular web pages, it is designed with a single focus or goal, known as a call to action (CTA).

Types of Landing Pages

  • Lead Generation Landing Pages: Use a form as the CTA to collect lead data (names, email addresses).
    • Commonly used by B2B marketers and companies selling high-ticket items to build a list of prospective customers.
    • Often offer something free (ebook, webinar) in exchange for contact info.
    • E-commerce brands can also use these for list-building, offering free shipping or special deals.
  • Clickthrough Landing Pages: Used by e-commerce marketers to drive sales or subscriptions.
    • Usually feature a simple button as the CTA that sends the visitor to the checkout flow or completes a transaction.

Landing Page Examples

  • A lead generation page is demonstrated with a business accounting application asking for first name, last name, email and a start free trial call to action.
  • A clickthrough page is also demonstrated with a business accounting application with a less intrusive call to action asking to start a free trial.

Landing Pages That Convert

  • Refer to YouTube videos and blog examples for more information and examples.
  • The headline must include your UVP (unique value proposition), so your visitors know precisely how you’re going to solve their problem.
  • The image must be relevant and empathetic so that it explains what your product does and also connects with your visitors emotionally.
  • Your copy should explain your offers, benefits and features in a comprehensive way.
  • Trust indicators such as customer badges, trust badges, a privacy policy link, and customer testimonials help instill confidence to convert on your form.
  • The lead capture form shouldn’t ask visitors to give information that’s not necessary for the offer. Plus, form fields must be properly arranged.
  • Your CTA button must be clear in delivering value. It should induce a sense of urgency, be designed in a contrasting color, and written with personalized copy.

Website vs. Landing Page

  • Website:
    • Five pages or more.
    • All information customers need to know.
    • May contain multiple modules and functions.
    • All pages are accessible.
    • To explain or present the organization.
  • Landing Page:
    • A single landing page and attached thank you page.
    • Information about a specific item or offer.
    • Usually only has text, images, and a form.
    • Limited navigation.
    • To sell or capture leads.

Website Defined

  • Website: A set of interconnected pages with details about a business.
  • Explains what the business is, does, and its available products/services.
  • May include specialized pages like a blog, login page, or forum.
  • The main purpose is to describe and explain an organization or business or give users access to a service.

Key points of a Website

  • Describes a business, products, and/or services.
  • Uses several pages connected through navigation menus.
  • May provide a function or service, such as online ordering, customer service, or access to research.

Marketing Communication Mix

Marketing Communication Mix covers Advertising, Sales Promotion, Events and Experiences, Public Relations and Publicity, Direct Marketing, Personal Selling, Word-of-Mouth Marketing, and Interactive Marketing.

Advertising

  • Advertising: Indirect, paid method used to inform customers about goods and services via various media (TV, radio, print, online).
  • A widely used communication method providing complete information to a wide target audience.

Sales Promotion

  • Sales Promotion: Short-term incentives to persuade customers to purchase goods and services.
  • Helps retain existing customers and attract new ones with additional benefits.
  • Tools include discounts, paybacks, buy-one-get-one-free schemes, and coupons.

Events and Experiences

  • Events and Experiences: Sponsorship of sports, entertainment, nonprofit, or community events to reinforce brand recognition.
  • Creates a long-term association with the brand through visible branding at events.

Public Relations and Publicity

  • Public Relations and Publicity: Social activities to create a positive brand image.
  • Examples include constructing public conveniences, donating to child education, organizing blood donation camps, and planting trees.

Direct Marketing

  • Direct Marketing: Using technology (emails, fax, mobile phones) to communicate directly with potential customers without third parties.

Interactive Marketing

  • Interactive Marketing: Recently popular tool where customers can interact with firms online to resolve queries.

Word-of-Mouth Marketing

  • Word-of-Mouth Marketing: Customers sharing their experiences with peers and friends.
  • Crucial as the brand's image depends on customer feelings and messages conveyed to others.

Personal Selling

  • Personal Selling: Traditional method where salesmen approach potential customers directly.
  • Considered reliable due to direct communication (face-to-face or in writing).

Marketing Communication Priorities

  • Refer to Ted Talk by Nick Scarpino at TEDxUofIChicago for insights.
  • Identify 5 Marketing Communication Must-Haves.
  • Identify 3 Factors for Setting Marketing Communication Priorities.

Content Marketing

  • Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.

Steps to Content Marketing

  • Map the content to the pain point.
  • Use the right type of content for that problem.
  • Map the content to the buying cycle of the people who have that problem.

Content Marketing Facts

  • Content marketing is the process of consistently publishing content that audiences want to consume. It involves brands acting more like publishers and creating content on a destination you own (your website) that attracts visitors.
  • Content marketing is not the same thing as content. It is customer-focused, answering important customer questions and meeting their needs and challenges.
  • Content marketing creates a financial asset. It allows businesses to reach, engage, and convert customers they would have never seen by using the keywords customers use and creating the content they consume on your own website.
  • Content marketing represents the gap between what we produce as brands and what our audience is looking for. It leads to quantifiable business value.

Benefits of Content Marketing

  • When done well – with a strategy behind it and relevancy within each piece – it offers the benefit of exponential growth, building brand awareness and trust, winning over prospects and convincing leads, and endearing your customers, helping to build a loyal base of brand advocates.
  • It has a snowball effect - Your brand presence gets bigger and more impactful. It becomes easier to achieve your marketing goals with future content because you already have a foundation in place – a vast content library of written, visual, and experiential content, all designed to resonate with your target buyers.
  • This is in contrast to traditional marketing. Advertising, even with today’s sophisticated digital ads, can create overexposure. Audiences become saturated with brand promotion that offers no genuine value to the people you’re trying to build customer relationships with.

Additional Content Marketing Resources

  • Refer to various YouTube videos for more insights.

The Impact of Content Marketing on Business

  • Web traffic growth: Companies that blog have, on average, 434434 percent more indexed pages than those that do not. More content equates to more traffic, and content marketers have seen 7.87.8 times higher year-over-year growth in unique site traffic. (Source: Aberdeen)
  • Leaner budget but bigger results: Content marketing gets three times more leads than paid search advertising. Additionally, it costs 6262 percent less to execute content marketing versus any other type of campaign. (Source: Demand Metric)
  • Higher conversion rates: Brands that use content marketing can expect 66 times higher conversion rates. (Source: Aberdeen)
  • More chances for your brand to get in front of the right eyes: 4747 percent of internet users read blogs daily. (Source: Statista)

Buyers and Content Needs

  • Buyers crave content in the decision-making process: 8080 percent of business owners and executives prefer to learn about brands through articles rather than ads. 4141 percent of B2B buyers consume three to five pieces of content before talking to sales. (Source: Demand Gen Report)
  • Thought leadership: Developing a credible library of content that signals your authority and expertise draws in decision-makers. 6060 percent of buyers said thought leadership convinced them to purchase a product or service they had never considered previously. (Source: Edelman-LinkedIn)

What Content Marketing Isn't

  • It isn’t more “stuff”.
  • Where a lot of brands go wrong with content is they fail to get the strategy part, unleashing content campaigns without the direction of where it should take the business to and an understanding for who the content is for.
  • Without strategy, you may end up with a promotional video, for example, that looks a lot more like a promo ad for your business than content. A promo video, as high-quality as the video production may be, isn’t a piece of useful video content designed to resonate with a target group at a specific stage of the buyer’s journey, and that is connected to the other content within your strategy.
  • A blog doesn’t constitute a content marketing strategy.
  • Blogging matters substantially in content marketing, but simply having a blog does not make you a content marketer. Content marketing is about providing information, and that can happen in many formats and channels. The central theme of this information is that it is useful to its intended target.
  • Only when company blogs are structured like publishers – with 3-5 key themes and a consistent publishing schedule – can they be considered the key delivery mechanism of your content marketing.
  • Content goes far beyond blog posts. It also goes far beyond the digital world. Content is information, but it can be delivered through myriad channels (video, graphics, live events, apps, social media posts, emails). What differentiates this information as content is that it is designed for a specific audience, for a specific purpose.
  • It’s not a commercial
  • The mistake many companies make is that they think all they have to do is create content with no direction. In turn, they begin to develop things that revert back to the old ideas of advertising.
  • It’s not about posting on social media
  • You don’t own Facebook, YouTube, or LinkedIn. And while these platforms can be helpful in sharing your content and distributing your thought leadership on the platforms they use, social posting in and of itself is not content marketing.
  • Social media’s value comes from bringing people back to your website. The social platforms decide what content is shown to which audiences. Unless you pay them to target specific people. That’s just advertising.
  • Consider social media an effective platform for distribution in your content marketing strategy.
  • It’s not pay for play
  • With content marketing, you own the distribution channels, from your website to your social media profiles to your email list.
  • You get to formulate how the story will go and build relationships with your intended markets.
  • Advertising, on the other hand, is pay for play. You don’t really control where it will appear or who will see it. You simply hand over money to a third party for rented space.
  • It’s not rented space
  • Where content stands out is that a brand owns the distribution channels – the website, the in-person events, the social media profiles, the eBook series. Advertising, on the other hand, is rented space – you have to constantly purchase a media channel in order to market.
  • It’s not meaningless
  • Content is supposed to solve a problem. It’s this genuine intent to help your customers that offers the authenticity that consumers are so attracted to. Take this one step further, from providing value to your buyer to providing value to society, and you’ve landed on the future of content marketing – purpose driven brands.

Biggest Mistake in content marketing

  • Thinking that this is just another tactic where you can promote yourself. As Linkedin and Facebook and Twitter emerged, brands started pushing out the same old ads they used on more traditional channels. But it’s content that fuels social connections. Content that people want to consume and share. The audience is looking for stories – entertainment that makes them smarter, makes them laugh or inspires them in some way.
  • Mistakes you're making in content marketing. Refer to provided youtube video.

Types of Content Marketing

  • Refer to YouTube video. List of Content Formats: How-to's Content Curation Helpful Application/Tool Opinion Post Case Studies Charts/Graphs Ebooks White Papers Vlog Videos Email Newsletters/Autoresponders Cartoons/Illustrations Templates Surveys Book Summaries Slideshares Tool Reviews Resources Giveaways Quotes FAQS Quizzes Q&A Session Polls Webinar Guides Podcasts Dictionary \"Day in the Life of\" Post Infographics Interview
  • Lists Mind Maps Meme Online Game Pinboards Photo Collage Original Research Press releases Photos Predictions User Generated Content Company News Timelines

Checklist for Content Marketing

  • Includes fidelización, atracción, conversión, and persasión.

Content Types

  • Cool: Using video clips (83%), Responding to Questions (83%), Joining Conversations (68%), Talking About Timely Events (66%), Using GIFs (58%).
  • Annoying: Making Fun of Competitors (67%), Using Slang (69%), Talking Politics (71%), Making Fun of Customers (88%). (Source of details is a video)

Content Strategy

  • 1. Define your mission, purpose, and goals: Who is your audience, what is your purpose in improving their lives, and what do you want to accomplish?
  • 2. Understand your audience: You need to flesh out your buyer personas so you know what challenges them and motivates them. It’s more than just demographics; it’s preferences and what matters to them. This is certainly an area to reconsider right now.
  • 3. Determine your priorities: In this step, you need to determine what content formats and channels should be a priority based on audience preferences. Remember, you need to publish content continuously, so these steps get you to a place where you’re establishing how you’ll do this.
  • 4. Work out the details: The previous steps set up parameters. Now it’s time to get a plan of action ready, defining the essentials like keywords, topic generation, social media usage, promotions related to big moments for your brand or industry (i.e., industry events or new product rollouts), and creating a publishing process.
  • 5. Start executing and creating content: With all the pieces in place, it’s now time to execute your strategy. If you’ve hammered out all the necessary parts of your strategy, you have the framework in order.

Steps to an Effective Content Strategy

  • Content alignment: Align your content with the customer journey; identify topics, needs, and questions to be addressed.
  • Content audit: Audit existing content to determine what can be used as is, updated, or created from scratch.
  • Production plan: Determine the genre and format of each piece; identify subject matter experts, authors, and contributors.
  • Performance measures: Determine the objective of each piece and how performance will be tracked and measured.
  • Distribution plan: Identify online and offline channels to get content in front of constituents, members, and donors.

Content Marketing Benefits

  • Increases visibility of your brand
  • Having quality content promoted across the appropriate social media channels gets your brand in front of those who may be looking for a solution to their problem.
  • Develops lasting relationships with your audience
  • If you continually provide your audience with actionable content, they will turn to your business when they need more than what they can do themselves.
  • Improves brand awareness and recognition
  • Small businesses face the challenge of getting their brand in front of their target audience. Creating content that continually gets found when someone is looking for an answer can influence your brand reputation.

More Content Marketing Benefits

  • Creates loyalty and trust, with both your current customers and prospects
  • Offering content that provides advice, education and useful solutions freely and without a sales pitch builds trust with your prospects and customers. Relationships built on trust are more likely to move beyond free advice into a profitable relationship for your business.
  • Helps you to build authority and credibility
  • Service based businesses live or die on their expertise and how well they can communicate that to their audience. Demonstrate your expertise with content that provides insight into what your strengths as a business provides and what you can do for your clients.
  • Positions your business as an expert in your industry
  • Once you have demonstrated your expertise, people will naturally turn to your content first for the answers they are looking for.

Content Marketing Benefits Continued

  • Generates traffic to your site to improve lead generation
  • One of the most important content marketing benefits is generating inbound leads. Adding more quality content to your website helps to create a larger digital footprint. This provides more opportunity of your business being found in the search results.
  • When you create well-optimized content that answers a question or solves a problem, you are more likely to gain higher ranking in the search engines. This helps to increase organic traffic, creating more opportunities for visitors to become leads.
  • Opens a channel of communication through social shares and comments
  • As your content gets promoted and shared, you can begin connecting with people who have shared your content or commented on your post. This gives you an opportunity to answer other questions and become a trusted source for helpful information. When the need arises, you become the go-to business to help solve their biggest problem

Further Content Marketing Benefits

  • Helps your customer move through the purchase decision more quickly
  • Purchase decisions begin with a search. If your content leads them in the direction of a solution, they will join your list. If done right, content marketing can move prospects through the buyer’s journey at their pace. When they are ready to buy, your business will most likely be positioned as the expert. This makes the decision to buy from you is much easier.
  • Provides value with no strings attached
  • Giver’s gain is the concept of helping people grow their business without an ulterior motive. Content marketing takes the giver’s gain concept of network to a higher level. You help people freely without expecting anything in return. This makes your business approachable and the one most people will feel more comfortable with when they do decide to choose a vendor.

Business Blogs

  • Business blogging is a tactic used by marketers to attract a very targeted audience to increase online visibility and for public relations purposes.
  • Business blogs provide a great value to the readers and promote the business at the same time, as the audience to business blogs are also expecting it, and that is why business blogs can produce very high ROI.
  • More and more companies are now using business blogs to expand their reach and integrating blogging into their daily business activities.
  • A blog does not even require any large investment and if used properly, can help you reach to a large number of potential customers.

How Business Blogs Are Beneficial to Businesses

  • The blog is a customer acquisition channel and not traffic acquisition channel. The process of business blogging is pretty simple, your target audience finds you > follows you > and buys from you.
  • Your business blog will help you to connect with the influencers of your industry and even other companies which can be your customers. You can then easily develop the relationship with them and make them your customers or simply take their help to grow your business.
  • By blogging for business, you can easily leverage the power of the Internet and present your company at the global market. To further extend, you can also blog in multi-language and with that, your reach will increase exponentially.
  • You can connect with your existing and potential customers at a personal level and inform them about your latest offerings and/or product updates. Blogging gives your business a chance to establish a unique presence online and give the option to your potential customers to learn about your company.
  • You can use a blog even before you start selling your main product or service and build a brand so that when you finally launch yourself in the market, people will already know you and you will get initial sales very fast.
  • By sharing your business blog posts on social media, you can drive a good amount of highly targeted traffic to your website and then you can easily convert that traffic to your customers. It also helps in improving your site’s SEO which brings long-term results.
  • And you can also use your business blog to do market research and find out the problems which your target audience is facing. As ultimately, every business aim is to solve people’s problem and earn money while doing the same. Through your blog, you can take surveys and encourage your readers to interact with you and share the problems which they are facing. Then you can use that data to further refine your products/services and prepare future strategies.

What to Avoid While Blogging for Business?

  1. Avoid publishing content randomly. Plan a proper content schedule and stick to it. Don’t just publish the post on any random topic.
  2. Don’t just create more content for the sake of it. Create only valuable content which is targeted to your audience and which you think will help your readers.
  3. Don’t avoid SEO. Start optimizing your blog and content properly to get long-term SEO benefits as you can get a ton of targeted traffic from search engines for free.
  4. To create a successful business blog requires proven formulas. Publishing content timely won’t help you. Research and follow some proven principles to make your business blog work.
  5. Include engaging graphics also in your content as some do the mistake of publishing great content but they don’t focus much on creating and including related graphics to content. Images can help a lot, both in SEO and customer engagement.
  6. Don’t spend all the time in just creating. Spend more than 50% of the time in promoting which the content which you have already created as without marketing of existing content, there is no use of publishing more content.
    Avoid publishing content randomly. Plan a proper content schedule and stick to it. Don’t just publish the post on any random topic.

How to Start a Business Blog?

  • 1) Understand your Audience
  • Understand your audience before publishing any random post. If your company is already established in offline space then you will have enough data to create your customer persona and use it to establish yourself online.
  • Use multiple data sets like what is the age group of people you will target? Where do they live? What do they do? Can they easily spend the amount you are asking for your product/service? What are their buying habits? What results are you looking to achieve? Gather data from multiple sources and then review it.
  • Ask yourself: “What are the chances that a person, looking for that thing in Google and reading my article on that topic would become my customer?”. Then try and create 1 to 3 buyer personas and keep their key characteristics for your reference.
  • 2) Start with a Niche
  • There are hundreds of thousands of blogs available on almost every topic and no one needs another investment or business blog. But the world does need another blog about drop shipping, offline marketing methods etc.
  • If you want to establish your business blog as one of the best and top blogs in your industry, you have to find a niche with which your target audience can identify with YOU. Find what problems your customers or potential customers are facing. For that, go to forums, QA sites and use online tools.
  • 3) Don’t publish too often
  • Once you have prepared topics for your blog posts, plan them and create a content calendar. Commit to publishing once every 1 to 3 weeks when first starting out. And spend that “extra” time writing absolutely epic stuff and promoting it endlessly.
  • 4) Do SEO
  • Best way to get your newly launched business blog or existing blog in front of new people is to get it in the search engines. Google is the best source of targeted traffic for a blog and search demand is key.
  • Do keyword research and think what queries your audience might use that can make your blog appear in search results and then sprinkle those keywords in your business blog content. SEO is actually a little complicated than this but you get the idea!
  • 5) Share your blog
  • It’s good to spend time in planning, preparing and writing but there is no use of that if people are not coming to your blog and reading what you have published by putting so many efforts.
  • If you have a social media presence already then use that else start using social media to share your content and to drive targeted traffic. Start sending newsletters and spend your time in promoting more than in writing.
  • 6) Include a CTA (Call To Action) in every post of your blog. Include CTAs on top, middle and bottom. Use call to actions to direct your visitors where you want them to go next after reading your post. CTAs do the job of converting visitors into you r customers.

Parts of a Blog

  • The typical parts of a blog are Header/cabercera, Entradas/posts, Barra Lateral/Sidebar, and Pie/Footer.

Blog Components

  • Header: The header could just be the name of your blog in a fancy font, but it's better to have a banner image that reflects the theme of your content. Blogging tools like Wix.com, WordPress.com and Blogger.com have built-in tools for customizing headers, or you can design your own using a program like Adobe Photoshop.
  • Pages: Many blogging applications allow you to create pages where you can offer additional information about your site For example, you should have a home page that welcomes visitors as well as an "About Me" page that tells readers more about you as a blogger. Links to this information should be directly under your header so that they are always accessible to visitors.
  • Posts: Blog posts are obviously the most important part of your site, since they are what draw readers in and hopefully get them to come back for more content. In addition to an attention-grabbing title, you need to write an introduction for your blog post that instantly hooks readers. You should also vary the types of posts you make to maintain reader interest in your blog.
  • Comments: Adding a comment section makes your content interactive and helps build a community around your blog. Without comments, you're really just talking to yourself. That said, moderating comments can be a big challenge, so it's a good idea to have a blog comment policy. That way, you can let readers know upfront that things like spam, offensive language, and anonymous posts will be taken down.
  • Sidebar: A blog sidebar can contain ads, links, and other content you want visitors to see. There are several things to include in your blog sidebar such as your contact information, a short author bio, a blogroll, and links to your social media profiles. You can also put widgets for your blog in the sidebar to make it easier for readers to share your content on social networking sites.
  • Categories: Creating blog categories helps readers find the content that is most interesting to them. The sidebar is an ideal place for categories, but they can go under your header or on a separate page. Many blogging applications have tools that automatically organize your posts by topic and presents them in a searchable list.
  • Archives: Blog archives are where all of your old posts are saved for future viewing. Depending on how your site is set up, visitors can browse through your blog archives by date, title, or topic. Keep your eye on your blog traffic to determine which types of content generate the most interest.
  • Footer: The footer sits at the bottom of any page or post on your blog. Your footer should contain copyright information as well as links to your blog's privacy policy and terms and conditions of use policy. Some footers also include ads and additional links, but most readers don't scroll all of the way to the bottom of a page, so it's best to only provide helpful information that's not critical to the user experience.
  • Images: A blog without images is dull and looks more like a dictionary than an interesting read. That's why including colorful images is