By now, you should know that blogging is an essential part of any inbound marketing strategy. Hosting a blog on your site (like, ahem, this one you're reading right now) is one of the easiest and most effective ways of driving traffic because it's so easy to refresh on a regular basis. New content = new visitors = new leads.
But just having a blog and writing every once in a while isn't enough if you want to notice a difference in your marketing efforts. It's time to take a good hard look at your blog and figure out if it's working for your -- or against you.
Wouldn't everything be oh-so-easy if every time a potential customer visited your site they immediately subscribed, bought something, or otherwise brought you revenue?
Unfortunately, in the real world that isn't going to happen unless you're Amazon. Are you Amazon?
OMG, Amazon has become sentient, and it's visiting inbound marketing blogs! Run for your lives!
Sorry, we're getting a little off track.
The point is that your blog is great for bringing new people to your site and getting them to come back time and again, which is exactly what inbound marketing is good for. That means that your posts, your blogging persona, and your blog design should be user-friendly, useful, and generally comfortable. You can go all out on one blog post a month, crossing your fingers that will go viral, but you'll have a lot better (and more consistent) success if you keep plugging along, providing content that your users want and need. On their inbound marketing blog, Hubspot mentions time stamping your content to build a more trustworthy relationship with your readers. Show them you're in it for the long haul, and they'll start to think of you as their go-to, which is a good thing.
Is That So Much to Ask?
What you ultimately want is for your blog to give back to you, in the form of leads and revenue. But to do that, you need to make sure that you're offering something to your readers. Too often, we see blogs that are just asking for too much. Two thousand words on how to post a link to Facebook? Nope. Keep things short, sweet, and informative, and you'll be much better off.
Call It in the Air
Do your readers know what you want them to do with each and every post? If not, they're not going to do it. Every blog post should have a call to action whether that means a link to download an eBook or a call to answer a question in the comments. It's no guarantee that they'll do it, but it makes it a lot more likely.
Of course, these are just three ways to optimize your blog for your inbound marketing strategy. We haven't even touched on design, links, and a million other things. But start here and you'll see an improvement.