By now, most small businesses know that a key ingredient to any successful small business marketing campaign is an active blog with original content. At the minimum, it indicates that the business has expertise in its industry; when fully maximized, it can help boost the business’s search engine rankings.
But content is just one building block in the larger architecture of your blog.
For starters, blogs should have an RSS feed, enabling visitors to subscribe, ensuring they come back. It should contain the basic social media buttons – Twitter, Facebook, LinkedIn, and Google+ – to promote sharing. In fact, each blog should be “blasted” to each of these networks; also consider other sharing services like StumbleUpn and Reddit.
Lastly, your blog is like any marketing tool – its performance should be consistently measured. Analytical tools like Google Analytics do a good job of showing what content resonates most, where visitors spend the most time, and where visitors come from. As a result, you can modify your future blog posts accordingly.
Ultimately, high-quality original content is but one piece of the equation. After all, what is high-quality content truly worth if no one reads it, much less acts upon it?
