Here is part of a great Post from Brad Shorr of Straight North and The Search Engine Journal
How to Blog Smart in 2013
Quality. If you’ve been going through the motions, you’ll now be wasting 100% of your time instead of just 75% of it. I mentioned earlier that effective blog content must be well-written, relevant, authoritative, and useful. We can add to the list engaging, multi-media, and mobile-friendly. It’s a high standard, but if your posts are clumsy, irrelevant, tentative, useless, boring, and unreadable on a smartphone – good luck finding an audience, obtaining links, and building credibility.
Collaboration. 2013 bloggers should focus on three R’s: Research, Writing, and Outreach. It’s no longer good enough to worry about your company blog; you have to build relationships for guest posting and start bringing in high-caliber bloggers to write for your blog. Outreach and guest blogging are very difficult disciplines these days, because everybody is jumping on the bandwagon in a link-building frenzy. All I can say is, if you want to get results, you must learn how to stand out from the crowd and build serious relationships with the right partners. It takes a great deal of time, and you should have started already.
Integration. Bloggers can’t work in a vacuum. They need to understand how to execute the SEO keyword strategy and linking strategy. They need to understand the broader marketing goals of the organization, especially in terms of brand positioning and messaging. They must understand their products and services inside-out so they can write authoritatively. Last but not least, they must understand their customers inside-out so they can produce content that is relevant, useful, and engaging.
Elevation. Firms that are serious about marketing must be proactive. They must make sure their staff is ready, willing, and able to blog to the standards I’ve outlined here. A firm can no longer outsource SEO, social and content marketing lock, stock, and barrel. Firms have to take ownership, because whether the audience is human beings or Google, they want to hear from you, not a hired gun. Outside agents can assist, consult, share the workload, and help guide the strategy, but they can never understand the business well enough to go it alone. A company blog that looks artificial and thin does nothing but damage.
For the full article, go here:
http://www.searchenginejournal.com/blog-and-blog-smart-in-2013/53941/
To learn more about Brad Shorr, go here:
http://www.searchenginejournal.com/author/brad-shorr/
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