Skip to main content

The 6 P's of Blogging


Following up on my recent post on The 4 Ps of Effective Business Blogging, here are six more Ps to keep in mind for business blogging success.

Platform

There are a wide array of options for building and hosting your blog, from the big 3 online options—Blogger, TypePad and WordPress—to software applications and content management (CMS) systems with blogging features. The topic of which platform is best has filled numerous blog posts, including inpholust's Blogger vs. TypePad vs. Wordpress, Blogger vs. TypePad: Some Questions from Blogging Basics 101, and TypePad vs. Blogger from The Blog Squad, as well as forum discussions.

The bottom line is: as long as the platform you choose makes your blog recognizable as such by search engines and provides RSS feed capability, it will work.

Prodigious

One of the original 4 Ps of blogging was persistence—writing new posts on a regular basis. Being prodigious refers to the frequency and volume of posting. Writing one new post per month, every month, would qualify as being persistent, but it certainly wouldn't be prodigious. Assuming one's writing has merit, there is a fairly direct relationship between prodigiousness and readership: posting three times a week will draw more traffic than weekly posting, daily posting will draw more traffic than 3X per week, etc.

Practical

The best posts are the ones that help someone to do something better. An occasional off-topic rant or musing is fine, but the "meat" of any successful business blog is information that your readers can use.

Positive

The old HR advice to "praise in public, criticize in private" holds true for blogging as well. It's fine to be objective—pointing out both the strong points and limitations of a new product, for example—but avoid pure invective. First, there is no profit in making enemies. Second, negative posts provide little if any value to your readers. And third, the fact that a blog post is forever means it is best not to write something today that you may regret later.

Peculiar

"Unique" would actually be a better word, but it doesn't start with P. While it's fine to comment on industry news, and extremely good etiquette to link to other blog posts, make sure you are providing new knowledge, a unique perspective, thoughtful critique or something else of unduplicated value. Posts that are purely derivative won't provide you or your readers with much value.

Patience

Don't expect huge traffic overnight. It takes time to build up a following and to generate a significant amount of content for the search engines to notice (though Guy Kawasaki provides excellent advice on how to generate substantial traffic to a blog within four months in The 120 Day Wonder: How to Evangelize a Blog). Don't be discouraged if your first few posts, brilliant and insightful as they may be, draw only a few readers when published; remember that search engines index these and those posts will be drawing traffic long into the future.

*****


Contact Tom Pick: tomATwebmarketcentralDOTcom

Comments

I really like your 10 Ps for blogging success. Nice job in articulating the requirements for having an effective business blog. I especially liked your use of "peculiar" for "unique". Made me chuckle.

Blog on!
Jeff said…
V.Very valuable and great P's for blog success. I also got one way through socialnetworking websites to promte my personal blogs
Tom Pick said…
Thanks for the positive feedback Denise. I really enjoy reading tips from The Blog Squad as well.

All Time Greats

Digital Marketing for Law Firms, How Hard is it?

A lot of "verticals" or industries make sense for digital marketing and the whole process can be very easy and intuitive. For instance, if you are running a Search Engine Optimization company, it's very straightforward to content market:

1- Write blogs or articles about SEO
2- Try to answer questions people have about SEO
3- Optimize those blogs around what the questions are and what you are saying.



But what about an industry that is a lot more complicated and not very straight forward? What about marketing for lawyers?

ACE, one of Philadelphia's top Law Firm Marketing companies, just posted this extremely helpful blog about why SEO is important for Law Firms. It delves into exactly how to do the job for a complex industry like the law and its practitioners.

One of the key points in the entire article is: "If your customer journey does not have a use for search services, then you'll never see SEO campaign results."

We recommend reading the whole thing. …

Tip #3 to improve your digital marketing

Do Your Research You may have ideas for what is going to work best for your audience based on past experience with your ads, but taking the time to conduct thorough research and have data to support your actions is important. You may anticipate that your customers will behave a certain way, when in fact they go in a completely different direction. It’s essential to be prepared for this ahead of time and use the information you collect from research to planning your marketing strategy. Elliot Simmonds explains this concept below:

“ A lot of people use sponsored posts and other paid advertising, and it seems that many are happy to simply pay the money and watch the views and clicks roll in - even if some of those clicks are from individuals tangential to the product or service they're promoting. Most platforms allow you to specifically target your sponsored posts and ads, and my tip is to do so following a period (even if it's only a short period) of actual research. Your gut i…

Tip #2 to Improve your Digital Marketing

Spend Wisely Each platform used to market online provides you with a different value. You need to analyze which outlets you should invest more time and money into, and which ones are not as important. Some platforms that work well for one company, yield little to no results for another. You need to find the one that suits your business goals the best. Digital Marketing is all very specific to your brand, and you need to plan your budget accordingly. Determining what each platform is going to do for your specific advertising efforts should be the basis for the decisions you make with your campaigns, explains Hitesh Sahni, Marketing Consultant at Smemark:

“It’s imperative to understand the value each channel offers. Search advertising platforms, such as Google Adwords, work best when there is a clear demand for your product or service, and you want to target people who search for your product or service online. Search advertising is less effective for a startup that has created a new an…

Does SEO Actually Work?

I wrote this for my new Doctor Digital column over at Results Driven Marketing's Blog. But I wanted to share it here too.

It's the most basic question of all: Does SEO Actually Work?

Yes it does! But not like you think it does.

This graphic should explain it pretty well:

Happy Thanksgiving!

Happy Thanksgiving, Y'all!

Tips to Improve Digital Marketing: Tip 1

Digital advertising has become a major component of modern day marketing strategies. Here are tips on how to improve your digital marketing strategy:


1. Be Creative Your business has visual elements that make it stand out from your competition. Use that to your advantage in your marketing efforts. Whether it is a logo, mascot, font, or color scheme, having it included can help make your brand recognizable. You want to catch the eye of the audience, but you also want to maintain their attention and have them remember your brand. Incorporating unique and creative visual elements into your ads is crucial to the success the ads will bring you. Sarah Maloy, Content Marketing Manager at Shutterstock points out that you want a variety of creative images, but they should be consistent: "When advertising on social media, it's important to refresh your creative often so that it is relevant and so that users aren't seeing the same post more than once. When testing variations and tryi…

AHREFS tops the marketing blunder list of 2018

It’s Early in 2018 and AHREFS tops the marketing blunder list It’s only the first week in February and you are reading about the Metrics/Data supplier that has provided us with fodder by creating a huge marketing blunder, Ahrefs.

Ahrefs is world's biggest third-party database of search queries with refined monthly search volume and research metrics.  Their data is used by untold numbers of digital marketers across the world.  Arguably they are the industry leader in this type of data.  The only thing that they changed was how a tiny item in their metrics was being calculated. 
About a week prior to the effective date of the change, Ahrefs notified users that a change was coming to how they calculated a domain rating or DR.  They also stated that many sites would see their rankings drop.  I agree that a need for change was warranted.  What I don’t agree with how they calculated the change and its ramifications for roughly 75% of all websites.  

This past Friday evening around 11 P.…