Refining Publicity Efforts & Content Type
Maintaining a company blog can establish brand loyalty, build authority in your industry, and serve as great publicity for your organization. In fact, B2B marketers who blog regularly bring in a reported 67% more leads than those who don’t. But, like any other type of business-related strategy, a content marketing plan is nothing without data.
So, what are the data points that should be on your radar to help you maximize the ROI of your blogging efforts? We’ve prepared a deep-dive guide into the analytics that should be behind an informed content marketing strategy in this two-part series. We’ll start this week with a look at how to refine PR efforts and content type through two key types of web data. Let’s dig in!
Referral Traffic: Adjust Your PR Efforts
Knowing where your blog traffic is coming from is huge when it comes to devising a strategy that works—or adjusting one that isn’t working. In particular, carefully evaluating referral traffic can provide you with the data you need to adjust and refine your PR efforts for the blog posts you’re publishing.
When using Google Analytics, pay attention to the top referral sources to your blog page (or even to specific blog articles). Let’s consider a couple scenarios to illustrate how you might use this information to your benefit.
Scenario 1: Large amounts of traffic are coming from a link on another website/blog
This (usually) means that other online outlets are using your blog as an authority or reliable source of information, which is great news! How should you take advantage of this moving forward? Consider contacting the author of the article (or website owner) when you release new, relevant content. Doing this increases the chance that they’ll link to your content again, allowing you to effectively piggyback off of their popularity—and potentially expand your readership. If you’re able to establish an amicable relationship with this other site, there may even be an opportunity for guest blogging down the line!
Scenario 2: A large percentage of your traffic is coming from social media
As most of us know by now, a good digital marketing strategy isn’t complete without a strong social media presence. If you’re seeing high referral traffic from your social media channels, this means that your blogging and social media strategies are well aligned—which is no small feat! It may be worth allocating a greater amount of time and effort distributing blog content on the channels generating the most traffic to capitalize on this strong referral source.
Remember, there’s nothing wrong with reposting links to valuable content multiple times on social media—that’s why someone invented the ‘ICYMI’ (in case you missed it) acronym/hashtag!
Device Type: Refine Blog Content
Device type is another valuable data point provided by Google Analytics that can inform your blogging strategy. This refers to the type of device that a visitor is using to access your website, and it’s typically broken down into desktop, tablet, or mobile. So, how can this data change your content strategy? Consider the following example:
Scenario: Most of your users are viewing your blogs on a mobile device
If this is the case, then why spend time writing lengthy blog posts that a user on-the-go doesn’t have time for? Mobile users typically want their information fast and they want it now. Consider appealing to mobile visitors by offering:
- Bite-sized blog posts of 250-350 words max.
- More video content
- List articles (blogging veterans call these ‘listicles’)
It’s important to keep in mind that this type of reader-friendly content doesn’t mean sacrificing your blog’s SEO value (companies who blog have up to 434% more indexed pages than those who don’t). In fact, depending on your competitors’ content, such a dynamic blogging approach may actually enhance the SEO value of your site.
But Wait, There’s More!
Don’t miss out on the other key analytics that can inform your company’s blogging strategy in part two of this series. Next week, We’ll focus on how to tailor your content and modify the length of your blog posts to meet your visitors’ needs most effectively.