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Mike Lieberman, CEO and Chief Revenue ScientistWed, Jul 11, 2012 5 min read

Blogology: The Science of Content Marketing

Marketing is a science, not an art! Hopefully, you read yesterday's post on content marketing which highlighted why your company needs a blog to increase your prospects and leads. Whatever you do, don’t jump the gun and start posting all over the place if you’re just getting familiar with the process, though! That’s a surefire way to LOSE prospects, conversions and (most importantly) respect for your business.

Nick Baylis, who wrote Learning From Wonderful Lives states that you have to invest 10,000 hours to become an expert in anything. Blogging is no exception. It takes practice. That’s why today’s RemarkaBlog post is all about what you need to know before you write and post your own compelling blog posts.

Today’s marketing methods are scientific processes, NOT artistic endeavors. The very same principle applies to blogging for your business. We’ve explained the importance of having a planbefore you start executing any marketing tactic. The same goes for writing a blog.

To get started, think about how often you need to be posting to keep readers wanting more. The more you post, the more your lead generation and nurturing efforts will benefit. Consistency is an absolute must! If you start out blogging daily but then dwindle down to once a week or so, you’re definitely going to see a corresponding decline in the level of engagement with your content. Once you know how often to post, it’s time to get start on your content strategy. Create an editorial calendar for the next several months. Come up with tentative topic ideas and headline titles so you can start writing without getting stuck in a blog content crunch.

Once you’ve got your editorial calendar laid out, it’s time to make sure you know how to write a great blog post. Following the analogy of marketing as a science, a blog post is similar to human anatomy: you need the right parts, structure and systems so that your posts deliver views, shares and, of course, those all-important leads.

Here’s a quick dissection of good blog post anatomy:

  • You need an eye-catching title that makes an emotional connection with the reader, making him or her want to know exactly what you have to say…NOW.

  • Size matters. Make sure you make your point, but do so in the most concise manner possible (and don’t forget proper grammar and spelling, either!) –  we recommend about 500-800 words for each post.

  • Include images within your posts as a great way to increase visual appeal and engage your readers'  interest.

  • Your blog post is incomplete without links to relevant content and landing pages. By linking to related content within your company’s website through in-text links, you create an even greater opportunity for the reader to click through to different areas of your website and learn more.

  • Make sure you have social media sharing buttons. Social media sharing buttons allow readers to effortlessly share favorite posts to their own social media networks extending your reach beyond your fans to your reader's friends, followers and connections.

  • If you want leads, you need a strong call to action in each blog post to focus a reader's attention and inspire them to convert.

Start Today – Before you start posting, make sure you understand the anatomy of a great blog post. Remember that you need to plan out your posts and topics. Once you start posting, keep track of your most popular posts, the ones that resonated with readers the most. Try to put yourself in your readers' shoes. What made that post more interesting and why did it stand out? Keep those characteristics in mind each time you write. Follow these simple steps and you are on your way to having a great blog…and an enhanced content marketing program!

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Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.