The first question to ask yourself when you want to launch your blog, is why? What are the objectives? Would you rather write to drive traffic to your website, to share your knowledge and help your community or just because you think you have to fulfil your EU project’s “Impact” criteria?
Nowadays, many of our thought leaders have become well-known thanks to their blogs. However, as more and more blogs are being created each day, great quality of your content is mandatory. Especially if you are taking part in an international project taking part in an international project and are blogging to increase your presence on the internet.
In this blog we will go through the 4 main reasons you should include a Blog into your online strategy:
1 – Increase your online presence
That is one of the main reasons any business or institute should blog about their activity.
A content strategy in 2017 is still an excellent way to improve your ranking on Google or any other browser. If you manage to post quality content frequently, you will multiply your chances to be found online. According to Hubspot, Businesses that blog ≥ 20 times/month get 5x more traffic than those who blog ≤ 4 times/month.
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2 – Create brand awareness
Blogging gives you the opportunity to spread your message widely. If your content is original and good enough in the eyes of PANDA and if your accomplish some other technical criteria (keywording, backlinking) that is designed to help to your page ranking, your article is more likely to appear on the top of the first page of Google, Bing or Yahoo.
3 – Help your community
In order to have regular readers, you need to match their expectations and answer their questions (even those they didn’t know they had). In concrete terms: make their life easier
According to The New York Time insight, 94% of people share blog content because they think it might be useful to other people. The community aspect here is very strong.
Let’s take a good example of a blog that is created especially for a specific community :
Partners will successively give their insights on their work in a form of a short interview, to raise awareness among other institutes in bioscience.
The blog also differentiates articles by key issues (Public Engagement, Gender, Education, Open Access, Ethics) to facilitate the reading:
Have a look at Starbios2’s Blog
4 – Share information
What if your blog was also a way to share news about your institute/company or project? You can also write to make an announcement (anniversary date, winning awards…). A short post won’t be that important to your SEO game but don’t forget that blog means subscribers. People might also read about you because they are interested in your research, agency or university. Your blog can be your own PR tool, creating and sharing information so that not only your audiences can find out more about you, but so can the media. Combine a good blogging and press strategy to really achieve the maximum impact of your project!
Blogging is cool, but that’s not all it’s here for. It is a very inexpensive asset to your content strategy and a great way to improve your presence and recognition online. On the other hand, blogging is time-consuming and all the work made will pay off with time.
If you are thinking of more pros and cons about blogging, or if you just want to request give your vision of blog you’re interested ins, please comment on this article below. If you are planning on starting your own blogging strategy and you need more advice, send us an email: firstname.lastname@example.org
: Google Panda is an on-going algorithm released in 2011 for the Google search engine to improve the value of search query results.
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