Why are you blogging in the first place?

There’s no point creating content for content’s sake – that’s never going to add value to your business. Before you started writing your blog, you should have determined why you thought you needed one in the first place and what return it would need to give to your business in order to be successful.

I’ve previously covered best-practice for B2B blogging, and the first item on the list was to define its purpose.

“The best blogs create value for your customers, while supporting your overall business strategy. Is your blog going to raise your brand awareness? Boost your SEO? Start conversions with new leads? Establish trust with prospects? Position you as a thought leader?”

Once you’ve defined the purpose, it’s easy to know what success looks like, and then decide the metrics you will track to say when you’ve achieved your goal.

Examples of 10 common blog metrics include:

  1. Web traffic
  2. Referral sources
  3. Time on site and bounce rate
  4. Lead generation
  5. Conversion rate
  6. Media coverage secured
  7. Average length of stay
  8. Number of social shares
  9. Number of comments
  10. Number of people clicking your call-to-action

Defining success is personal to your company. I’m probably every marketer’s worst nightmare because I don’t have a SMART objective that says, “Success is acquiring 5 new clients by posting weekly blogs about content marketing“. For my business, blogging success is…

Being able to present myself as credible enough to secure enquiries. When someone is looking for help producing certain types of content (like blogging!), I want them to feel reassured when they find me and see that I know what I’m talking about and have the experience necessary to do a good job for them.

Acquiring the support of the copywriting community. To see the hearts and comments when I share links to Twitter lets me know that they think I did a good job. I highly value the expertise of the community, and it gives me a personal boost to receive their feedback. But similarly, I appreciate it when I’m challenged to consider an alternative perspective, they highlight something I haven’t covered, or share links to further reading on the topic – all this helps me to learn and continuously improve.

Having the opportunity to learn more. In writing my blog content, it forces me to read up and learn very specific things about technique, structure, psychology, content marketing… Existing in a state of constant education means I’m always improving my craft, which is both satisfying for me mentally and benefits my clients in the work I deliver. 

In the words of Simon Sinek, it has to ‘start with why’, because once you know why you’re doing something, the rest of it falls easily into place.

Photo by Kelly Sikkema on Unsplash

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