Thank you for coming to my blog James! First off, please tell us about your business, Content Powered, and how you got your start?
Thank you! I come from an internet marketing and web development background. I first worked at a marketing agency and quickly rose to become their Chief Marketing Officer. I left to start my own eCommerce business, which was grown solely through blogging. After having success there, I started having clients ask me who was doing my blog posts and if I could help with theirs.
I quickly realized what a strong demand there was for top-tier blog content, and that nobody else was growing blogs quite like our team was. Thus, Content Powered was born.
1. What is the most common mistake that you see corporate blogs make?
Without a doubt, writing blog posts around poorly researched topics.
Many bloggers just think of what to write off the top of their head, but you have to be a bit more calculating and analytical about topic ideation. Otherwise, you’re just guessing. Identifying high traffic keywords, checking the competition, writing outlines, crumpling it all up and starting from scratch – this is what’s necessary to make every blog post a success.
4. Is it safe to say you mostly work with corporations who use their blog as a marketing tool?
Yes, that’s an important distinction to make.
Some businesses only want to blog about their own products or company, and anything else will go against their brand image.
Blogging would probably not be a good fit for those businesses.
If a company uses their blog for news or announcements, it could be a good idea to move that to a separate section of their site called “News”. We see businesses all the time with two different sections on their site, “News” and “Blog”, which is perfectly fine. I think that’s better than confusing the two.
A good example of this is on Expedia.com; their blog section is called “Viewfinder”, while their news section is called “Newsroom”. Their blog is filled with useful articles for travelers, and their newsroom is primarily company news and updates. Which one do you think gets millions of visitors per day from search engines? Their blog.
5. What is the most unique thing you’ve seen from all the corporate blogs you’ve worked with?
I think scrolling sidebars are clever.
If your call to action scrolls with the user as they read the blog post, it’s in their field of view the whole time. As long as it’s a small enough container and it isn’t obnoxious, it is very effective and safe for SEO.
I’ve also seen people combine this strategy with a script that makes their call to action button wiggle, flip, or otherwise move for a split second every 30 seconds to catch your eye. It’s very subtle, and you might even miss it, but it does catch your eye as you’re reading and improves your click-through rate.