Content marketing has been a hot pepper for countless industries over the last several years. Business blogging has remained as a strong contender for companies looking to maximize their ROI in the realm of digital marketing, from e-mail subscription signups to generating leads.
As we all know, marketing trends change over time. Newspaper ads are less relevant than they were thirty years ago, and door-to-door canvassing is nearly dead. However, despite changes in marketing trends, blogging is still a strong contender in the world of digital marketing in 2016.
What’s New in Content Marketing For 2016?
Content marketing in itself is still absolutely relevant in 2016. By now, many brands have adopted the concept of content marketing and have at least made an attempt to integrate it into their marketing strategy.
But like any other marketing trend, there are shifts in the content marketing arena. For example, Facebook instant articles are a new platform where businesses can publish interactive content for their customers. While there are fun and engaging features that involve high definition photos, the star of the show remains as rich and powerful content.
Another popular publishing option for businesses is LinkedIn Publisher. If your company is primarily B2B, LinkedIn Publisher presents the perfect opportunity to publish high quality content that captures the attention of your target market. LinkedIn Publisher also helps maximize your visibility on the platform as well as establishing yourself as a thought leader in your industry.
While high definition photos with interactive features are attractive, the idea behind content marketing still boils down to high quality content. In fact, Google released new guidelines for its Search Quality Evaluator, and it emphasizes the importance of publishing quality content.
This means that brands need to focus on publishing helpful and engaging content that answers customer questions. It’s one thing that hasn’t necessarily changed for content marketing in 2016, but it’s becoming vitally important for standing out against the competition.
How Business Blogging Plays Into Quality Content in 2016
Blogging is a very dynamic form of content marketing. You can mold a blog post to fit into seemingly endless amounts of categories, from how-to posts to pop culture. The beauty of blogging for business is that it serves as the ultimate podium to publish your very best work and gain recognition by social sharing, back links, and even invitations for guest posting.
Blogging is still relevant in 2016 because businesses need quality content now more than ever before. What used to be a focus in content volume is now shifting to a question of quality—which involves the formatting of the content as well as the way that the content is written. This means that businesses can focus on writing in-depth blog posts that are filled with research and useful information for their customers. Even though they are posting less frequently, the need for content still needs to be met, which is why a company blog is so important in 2016.
The Rules of Business Blogging in 2016
Since blogging is clearly still relevant in 2016, it’s important to consider the rules as you work for strategy for 2016. The rules haven’t necessarily changed much compared to 2015, but following the rules is critical for achieving search engine rankings and credibility for your brand.
Go Long For Blog Content
The first rule in consideration is word count—long form blogs and content is still hot and trending for 2016. You’ll want to focus on word count of at least 1,000 words minimum, but longer is even better.
The reason behind long form content is blogging is so that you can go in-depth within the subject matter at hand. An in-depth article demonstrates that you’re an expert in your field and helps customers learn as much as possible about your selected topic.
If you’re going to start blogging for your business, it’s important to remain consistent in your publishing schedule. Consistent publishing helps push content to the search engines, which can result in higher rankings. Furthermore, consistent publishing will also lead to a stockpile of quality content that you can share via social media with your customers.
Include High Quality Images
In 2016, it’s simply not enough to publish a blog post that only includes text. Your customers are bombarded with information from all corners of the Internet, and cutting through the noise with only text on your blog can be a tough road.
One way to cut through the noise is to add high quality images to your blog. Although it’s perfectly fine to use stock image subscription photos, avoid using photos that are commonly plastered all over the Internet. You can find a lot of high quality stock photos from sources such as Shutterstock or even the new Adobe Stock.
If you happen to be remotely skilled in photography or know someone who is, providing your own original photos is always a great idea for your company blog.
Try Some New Keywords
If you’ve been blogging for any length of time, there’s a good chance that you’ve been using the same old keywords over and over again. In 2016, consider targeting some new keywords to tap into more opportunities in the search engines. Even slightly tweaking your strategy can make a difference, but just be sure to research your new keywords beforehand.
Make 2016 Your Year For Blogging
If you have yet to start blogging for your business, 2016 is the perfect time to start. With benefits such as boosting search engine ranking and establishing credibility for your company, blogging is a no-brainer in 2016.
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