How to promote your editorial content online?
Having a corporate blog helps to achieve various business objectives, but only if the editorial programming is enhanced and supported by the presence of content dissemination channels that amplify the values of the brand
To achieve business objectives, such as brand awareness and engagement, creating content on your blog or magazine is a fundamental element. Blog posts, to be efficient in terms of conversions, need to be included within a structured and thought-out content marketing strategy, which also includes adequate promotion.
If you think you want to create a corporate blog or would like to restructure your existing magazine, the first step is to define specific business objectives, which identify the real needs of your company and your target audience through guest posting. Once the goals have been defined, you can proceed with the creation of a content marketing strategy. The latter will include the creation of content of different types, such as blog posts, infographics, white papers, guest posts, storytelling or check lists, designed to achieve the various business objectives you have previously defined.
What are the main channels and tools with which it is possible to convey content? And why is this activity increasingly important for businesses to achieve business goals?
Why is having a corporate blog a competitive advantage?
Within a corporate web and content marketing strategy, having a blog or magazine with which to convey content related to the brand is increasingly a fundamental aspect. Through an online editorial space that provides for the creation of quality and value blog posts, your business will be able to increase and improve its reputation. But not only that: the contents also help customers or potential customers to have greater awareness of the values and skills that your business reality possesses, as well as to retain users. Before creating a content marketing strategy, however, it is important that business objectives are defined targeted, which will then be achieved through the drafting of different contents depending on the purpose you want to achieve.
The communication built with a blog post allows you to provide people with tangible proof of the capabilities and services that your company offers. A magazine is also an excellent tool to show the human face of the company: editorial content related to storytelling could be, in this sense, a good way to tell the story of your company, leveraging the emotions of the audience. The blog also represents a competitive advantage in relation to positioning on search engines, because, if you build your content from an SEO perspective, you will have a better chance of intercepting the informational searches of potential customers.
Why is it important to optimize content from an SEO perspective?
The SEO optimization of the content of a company blog or magazine is essential to obtain a good ranking on search engines. Having a good ranking means that users, or potential customers, will be able to reach your site and purchase your products and services with greater ease. The construction of an article must always have at the base what are the strategic objectives that you want to achieve with that type of post, and, consequently, a keyword research to allow you to create an optimized content. L ‘ SEO optimization not only declines in the body drafting of the article, but also in other text elements, such as title (H1), the meta description , the subtitle (H2), the titles of paragraphs (H3), the anchor text and images. The publication of articles that are as comprehensive, timely and original as possible, and a constant update of the company blog will allow you to have a good response in terms of positioning in the SERP, and with a high probability, to reach the target you have addressed with your posts.
How to best promote online content?
Among the main tools that can be used for the strategic promotion of corporate blog posts, there are certainly social networks. These channels provide for the creation of an ad hoc editorial plan, populated by thematic columns designed in a targeted manner. On the Facebook and Instagram pages, the programming of blog posts also plays a fundamental role, strategically deciding the programming of a post can allow you to correctly and effectively promote the contents of a blog.
In the copy of a post aimed at spreading editorial content, it is good practice to insert a call to action that intrigues the user and pushes him to click on the link to deepen the topic that attracted his attention directly on the blog.
Closely linked to social networks is the area of advertising. Thanks to Facebook, Instagram and Twitter ads and also, as regards search engines, Google AdWords , the investment in online advertising allows you to intercept a pool of users who are clustered and therefore tend to be interested in reading a certain content. . Even the guest posts through bloggers are an important channel in the dissemination strategy and amplification of user base of your blog. Finding an influencer or blogger who writes an article for your online magazine will also lead the audience of the latter to interact with the content, probably increasing engagement and awareness around your brand.
Sending newsletters is also another channel for disseminating and promoting the contents of a corporate magazine. With this tool you go, in fact, to intercept an audience of readers who are potentially very motivated to read your blog posts. The newsletter can also be thematic, and used to share articles that are relevant to a certain category or sectoral area.
Even the visual content, such as infographics or videos are of very useful tools in the promotion of a blog post. The graphical representation of data and information in fact better captures the attention of readers, who can then be pushed to the complete reading of the article to have a more complete view of the subject in question. In general, therefore, a corporate blog that has quality and value content within it helps to achieve various business objectives, especially if it is included in an integrated strategy that provides for the correct and efficient dissemination of the articles published.