In B2B marketing, having a search engine marketing (SEM) strategy is almost unavoidable. The value in ranking highly on organic search result pages is exponential, and the desire to out-compete every other brand in the field drives many to look at every aspect of their online presence.
What many professionals forget, however, is that content marketing is the key behind online visibility. Without a well-written blog, subsequent SEM practices would not stand the test of time. Here are two tips to improving a corporate blog.
1.) Structure – Publishing content that is eye-catching is often easier said than done, especially for professionals who aren't natural writers. But the layout of a blog post can also be an effective way to garner attention, as articles that are cleanly divided into sections, contain bolded text and links and are straight to the point will do their job well.
2.) Google alerts – A blog needs to be updated daily with fresh and original content. If users have subscribed to Google alerts, and you've built credibility on your site, the search engine may send out your content to subscribers who have elected to keep abreast of information related to essential phrases and keywords.