How to Manage a Business Blog in 6 Steps

How to Manage a
Business Blog
In 6 Steps

This group not only has high traffic, but they also
get high referral rates from their blog to their
corporate web site, and they see higher impact
of their blog activities on key marketing metrics
including quantity and quality of sales
opportunities.
We recently conducted a study of 425+ marketing
practitioners to uncover best practices in business blogging.
Click through to see the six steps these leading bloggers are taking to
get the most impact from their content.
To identify a leading group of business
bloggers, we deemed those blogs that
receive 10,000+ page views a month the
“10K Club.”

Create a Center of
Excellence Team1

80%

of leading
business
bloggers
have a
governance
team for
blogging
activities
Yes

80%

No

20%

Do you have a governance team for
blogging activities?
If you use this graphic,
please cite Curata and link to http://bit.ly/bloggingstudy

What is a Center of
Excellence team?
The CoE (center of excellence) team helps stakeholders to better produce
and market their content. They don't necessarily create all the content within
the CoE, but rather ensure that all elements come together properly for the
best results, by:
Learning and sharing best practices with content teams.
Guiding the stakeholders on content processes, policy and promotion.
Managing a content library of all created content.
Repurposing out-of-date content.
Creating high-quality, strategic content.
Cross-promoting content when they lack content in the presence of a
business case.
è

2
Establish a posting
frequency

91%

of
leading

business

bloggers

publish
to

their
blog

weekly
or

more
o<en

62.0%
81.9%
90.5%
33.6%
17.0%
9.5%
4.4%
1.1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
<1,000 1,000 to <10,000 10,000+
%ofRespondents
Monthly Page Views
Weekly or more often Up to Monthly Quarterly
How often do you post content to your most visited blog?

è

IMPROVE SEARCH ENGINE OPTIMIZATION: Curated content becomes
additional indexable pages that provide more doorways into your site via
search engines.
ESTABLISH CREDIBILITY AS A THOUGHT LEADER: Curated content
helps you develop go-to resources that improve your credibility and
encourage visitors to trust you as the authority on your topic.
SUPPORT LEAD GENERATION: Curated content drives incremental site
visits that increase the potential for landing quality leads.
Why?
STREAMLINE LEAD NURTURING: Curated content is easily repurposed
via newsletters, emails, and other channels to make lead nurturing simple
and consistent.
Want
a
deeper
look
at
content

cura?on?
Click
here
for
the

complete
eBook
on
the
topic.

Don't Just Create . . Curate: Boost
Content Marketing with Curation

24%

Leading
bloggers
outsource
of their blog
posts to
external
staff.
Please indicate what % of blog posts are created by the
following teams.
88.2%
11.8%
76.4%
23.6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Internal Staﬀ External Staﬀ
%ofBlogPosts
Blog Creation Resources
<10K 10,000+
(monthly page views)

All Companies
56%

of
the

external
staﬀ

at
all

companies

surveyed
are

guest
authors

or
non-‐paid

contributors.

Paid: Writing
agencies
14%
Paid: Writing
services
5%
Paid:
Independent
freelancers
25%
Non-Paid:
Contributed or
guest posts
56%
Of the external folks that write blog posts, what
% are: All Companies

How
do
I
start
a
guest
blogging

program?

Put Someone in
Charge of the Guest
Blogging Program
Develop a Guest
Blogging Strategy
Publish a Guest
Blogging Policy with
Guidelines

Make Contributors’ Posts
Better
Be Proactive about
Managing Timelines and
Delivery Expectations

How do I start a guest blogging
program?è

þ

þ

þ

þ

þ

þ
Measure Performance of Your
Contributors
Want
more
in-‐depth

instruc?ons?
Click
here
for
the

complete
post
on
the
topic.

4 Strive for high-quality,
long form blog posts

0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
<250 250 to <500 500 to <750 750 to <1,000 1,000+
%ofRespondents
Length of Blog Post (average # of words)
<1,000 1,000 to <10,000 10,000+
52%

of blog posts
by leading
bloggers
average at
500 words or
more in
length.
Please estimate the % of your blog posts in each
of these groups by length of post.

5
Employ a variety of
promotion techniques

Who is responsible for the promotion of your blog posts?
0%
10%
20%
30%
40%
50%
60%
70%
80%
Social Media
Team
Blog Writers Editors Marketing (Paid
Media)
Community
Manager(s)
<1,000 1,000 to <10,000 10,000+
Leading
business
bloggers
align with
social
media
teams
and leverage
paid
media.

39%

of leading
business
bloggers
send a
newsletter
with blog
content
weekly or
more often.

How often do you send a newsletter with your blog content to your
subscriber base?
0%
10%
20%
30%
40%
50%
60%
Weekly or More often Monthly Quarterly or Never
%ofRespondents
<1,000 1,000 to <10,000 10,000+

More
ideas
for
promo?on?
Also consider these strategies:
è

Advocate Enablement:
Turn your most passionate users
and employees into advocates
with programs that incentivize
them to share your content.
Sales Enablement:
Work with your sales team to
repurpose your best pieces of
content into sales assets.
Reuse:
Repurpose blog content into
infographics, eBooks and more.
Learn more about repurposing
with Curata’s Content Marketing
Pyramid.
Influencer Marketing:
Feature prominent influencers in
your blog posts and ask them to
share with their networks to
expand your reach. Learn more
about influencer marketing here.

6 Raise the performance
measurement bar

0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
%ofRespondents
Blog Metrics<1,000 1,000 to <10,000 10,000+
Indicate which of the following blog metrics you use today:
(Check all that apply)
42%

of leading business measure their
content’s impact on sales.


How to measure content’s impact
throughout the funnel:è

Curata’s Content Marketing Analytics Framework
Learn
more
in

our
complete

eBook
on
the

topic
here.

For an even more in-depth look at
the practices of the 10K Business
Blogging Club, download the
complete eBook on the topic:

How to Manage a Business Blog in 6 Steps

Recomendados

Recomendados

Mais conteúdo relacionado

Mais de Curata

Mais de Curata (15)

Último

Último (20)

How to Manage a Business Blog in 6 Steps