Using Inbound to Get the Most from your Blog


In some societal circles today, you say the word blog and up pops the image of a 16-year-old girl lounging on her bed staring at the screen of a shiny pink laptop. She is typing frivolously in a fancy cursive font on a chatroom-style page with pastel flowers and butterflies in the background.

Her posts are dedicated to her crush, the big game, and how unfair her parents are treating her. She is the author of an online diary, written specifically for those who want a glimpse into her riveting social life.

But she is not a blogger. At least not by current standards.

Today, a blogger is the marketing director of a fortune 500 company, posting relevant financial and sales information to attract clients to his website. It is the stay-at-home mom looking to make some extra money in her online fitness venture, posting diet tips and anecdotes about her aerobic progress. A blogger is a longtime kids’ football coach, sharing tips in an effort to target new recruits for a summer sports camp.

At Innovations Branding House, bloggers are highly trained and experienced content writers posting intimately researched pieces for multiple clients.

Today, if you type virtually any phrase into Google, or a like-minded search engine, your results will come up with at least one blog dedicated to it. From questioning why your car won’t start to the best bathing suit for your body type, there are blogs about everything. And the smart business owners are cashing in on the opportunities.

Here are 4 short and easy steps to help your business join the phenomenon.

Set up a blog on your website

Sounds simple, right? If your site does not already have a blogging section, most hosting agents offer an option linked to the homepage or accessed through a secondary page. Contact your web provider to find out what you can do and how to do it. The blogs can be created and posted in house or through outside content writers.

Do content research

The beauty of blogging is its ability to get your business noticed through search engine optimization. In turn, it is one of the most effective inbound marketing strategies. If you’re writing your own blogs, copiously researching news, market trends and other details of your product or trade before turning out your blog is the best way to take full advantage of the benefits. If you’re outsourcing, make sure the writers do the same.

Get feedback

Before posting, write a few practice blogs and have a diverse audience of coworkers, industry experts and outsiders read them. Get feedback on how understandable and engaging the language is and how well they believe the blogs answer the questions or solve the problems of targeted consumers.

Post and update often

You’ve written your blog, received feedback and tweaked the final version. It’s time to go live. Modern website capabilities make it easy to post blogs to your site. Most web providers can help if you have questions. Keeping it updated is key, though.

In order to stay current and get the most out of your blog, it is recommended that you post as often as possible. Depending on your industry, the average post frequency is about twice a week, or eight to ten blogs per month. You can keep it fresh by bringing in guest bloggers and integrating different topics.

These four tips really just scratch the surface of blogging as a whole but they should provide a decent jumping off point. In any case, this should show you that modern day blogging goes way beyond the tween girl documenting her daydreams on her bedazzled laptop.