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Promoters of brands create blogs they believe are relevant and make them available for their audience to see. A blog, in simple terms, delivers a message to its readers.

But, just because they have a message doesn’t mean that it’s going to be delivered. It’s up to the author of the material to generate a blog that not only presents his or her brand as important, but also reaches out and introduces the brand to the audience, thereby ensuring the message is being delivered successfully to the target audience.

If you are an author, your basic task is to promote your blog and design content that influences the audience in different ways. There are several essential characteristics that a blog should possess to achieve this, all of which must become a part of your blog’s design.

Blog Promotion: It’s All About Content

• Content that matters
The basic component of your blog is the material itself. Ideas, plans, promotions and trending topics form a broad spectrum of potentially newsworthy material that constantly changes. When constructing a blog, it’s easy to target the things you enjoy or prefer to talk about.
The question that you should be asking, however, is: What does the audience want to hear?

In truth, they will want to hear about materials they can relate to and apply in their lives. Additionally, you need to keep your content readable. You have to avoid being too technical with your word usage so everyone can comprehend your message.

• Using effective content
What is attractive to your audience? What do they like to see or listen to? Videos, pictures and text all target different crowds, and it’s wise to spread your resources according to the material you’re presenting. While written material remains the basic component of blogs, infographics and videos should be used to simplify material, especially since many readers often have short attention spans and appreciate simplification. Moreover, pictures have the natural ability to be “eye-catching” and hold attention longer — just be sure it’s relevant to the material.

• Optimize your results
When considering that the internet has so much to offer, achieving a prominent position on search engine results can be difficult without the right use of words. Balance is essential in keyword usage. You don’t want your material to appear to be generated primarily to address search engine optimization (using words that are popular, but lacks clear relevance to the material) rather than communicating with your audience.

Include keywords, but don’t make it apparent that you’re trying to force them into your material or the content itself will lose quality and credibility. Keywords are best used in headings and subheadings. However they can be just as effective within the material itself when placed correctly.

• Socialize your blog

While search engine friendliness is important, the best way to promote your blogs is through your social networks where you already have a target audience that has an interest in your content and brand. This, in turn, makes it more likely your content will be shared. Just remember to target each social network differently since each has its own unique audience. For instance, Facebook users will want to converse and share with their friends while Twitter users will want a brief explanation along with the hyperlink (don’t leave a link posted all by itself).

Another benefit of posting blogs to social accounts is that you have the use of those networks’ analytical tools. Use analytics to manage how influential your material is to the audience, and then apply what you learn to help tune your content effectively.

• Call to action
Ultimately, it all comes down to the fact that a blog needs to drive readers to take action with your brand. Don’t just post informative blogs and leave your audience wondering “what now.” Present them with the opportunity and then ask them to take action with your personal brand. This could be as simple as asking them to share their own thoughts on the subject through comments in the blog and through social conversation. But, making content shareable is perhaps the most important characteristic of any brand’s content.

Sharing is the epitome of online word-of-mouth marketing.

Blog material should be easy to find; that’s the simple part. The challenge lies with your ability to create content that readers will enjoy and desire to share with their own personal networks. And if you can write material like that, the audience will come to you.


Maria Elena Duron, CEO (chief engagement officer), buzz2bucks | a word-of-mouth marketing firm, is skilled at making networks “work” and harnessing powerful online and offline buzz. She facilitates online visibility services and word-of-mouth coaching and workshops – taking companies and professionals from buzz-worthy to bucks-worthy, http://buzz2bucks.com.

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