E-book: A Step-By-Step Guide to Developing an Effective Corporate Blog

A Step-by-Step

GUIDE
to Developing an

EFFECTIVE
Corporate Blog

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A Step-by-Step Guide
to Developing an
Effective Corporate Blog

Blogging has earned its place as an essential
element in any corporate marketing plan—and
for good reason. By providing a discussion
forum, corporate blogs encourage consumers
to actively engage with a brand, which, in turn,
breeds loyalty. Simply put, people will talk about
your company with or without your permission.
A blog enables you to direct the conversation.
This kind of interaction makes blogs ideal for
showcasing a company’s culture and values. Blogs
can also benefit media relations, bolster public
appeal, drive consumer awareness, and promote
specific products and services. But perhaps most
important of all, a corporate blog is an ideal way
to improve your company’s search rankings.
A corporate blog is indexed by search engines
and will provide long-term benefits. Despite
recent Google updates, a blog is still one of
the best ways to improve your rankings. As
your content archive grows, so will its search
value—steadily building over days, months,
and even years.
The following steps will help you develop
a corporate blog that will keep your search
rankings high and your audience’s engagement
level heavily tilted in your favor.

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A Step-by-Step Guide to Developing an Effective Corporate Blog | Page 1

STEP

1

Define your
objectives

Blogs can
provide
an ideal
forum for:

The overriding goal should be to create an
information resource that educates, informs,
inspires, and builds consumer confidence.
Content can take many forms, from news
and events to engaging infographics.
There are a number of other possible
objectives a blog can help you achieve.
For the sake of measuring your success,
it’s best to prioritize your objectives and
focus on your top two or three.

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Increasing the
perceived value of
products and services
through education and
case studies.

Building a following
of media professionals
in the community.

Increasing the size and
relevancy of your Web
domain while building
long tail traffic.

Raising consumer
awareness about
an important
commitment
or social cause.

Showcasing the
success and
achievements of
your customers.

Just like any other element in a marketing
plan, corporate blogs should be built on a
detailed strategy with well-defined objectives.
After all, how will you know whether your
blog is achieving its goals if you don’t set
some in the first place?

Promoting and
showcasing socially
valuable industry
commentary and
insightful knowledge.

Illustrating the
remarkable culture
and history of
your brand.

Protecting your
company’s digital
reputation and
providing official
media statements.



STEP

2

Establish a
publishing schedule

1

Defining blog categories


4

Setting a publishing schedule two months
in advance

Coordinating writers, designers, researchers,
and editors—whether one person, a team,
or via a marketing partner

Establishing an editorial process

7
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3

Incorporating timely or evergreen content
that’s socially valuable

6

The blog publishing
process moves through
seven succinct steps:

2

Determining the content to be included
in each category

5

To establish a publishing schedule, you’ll
need to develop a media calendar. This
means assigning dates to each of the
following steps. Make sure you allow enough
time for completion of each stage. Otherwise,
you’ll spend much of your time revising
your calendar.

Scheduling a launch date


Although your blog may not require daily
updates, it’s still best to publish content
on a regular basis. You’ll want to keep the
audience coming back for more. Ideally, you
should develop enough posts to sustain the
blog for up to two weeks prior to launching it.
Your initial posts should be an introduction
to your audience. You’ll want to define the
material that will be presented and quickly
establish credibility. This is the ideal
opportunity to showcase what makes your
company engaging—whether it’s your
products and services, a corporate figurehead,
or some other characteristic that makes your
company unique in the marketplace.

Once your blog has been established, posts
can be as simple as an embedded video with
brief commentary, or as complicated as an
in-depth industry exposé. Staying on top
of industry news and trends enables you
to publish content that’s relevant to your
audience, the industry, and major influencers.
The more valuable the content to your
industry, the more likely it is to be picked
up and spread virally.
Above all, don’t just repost press releases,
articles, and industry news. Instead, post
interviews with key industry players, video
discussions with executives, explanations
on how to do something, creative media,
humorous musings about the industry, or
whatever makes your company impressive.
As much as possible, give your audience
unique content they won’t find anywhere else.

Next, look at your blog from the audience’s
perspective. What would they like to know
more about? What types of content will they
find engaging or valuable? Should your blog
be informative? Entertaining? Or, a bit of
both? There are no right or wrong answers—
just the answers that work best for the
audience you hope to attract.

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STEP

STEP

3

Develop your
first posts

4

Make your
voice heard
A blog is no place for expressionless
communication. Like a figurehead for a
company, a blog should have personality,
spirit, resonance, and authority. There should
be a level of transparency between the
reader and the writer. Lose the corporate
speak in favor of a more informal tone.
Showcase the human side of your executives.
Most of all, don’t try to sell the audience.
This will only make them skeptical and less
open to your message. It’s more important
to engage them. If they like you, they’re more
likely to buy what you’re selling. Keep in mind
that your audience may not be buying your
products or services yet. By striking the
proper tone, however, you can convert
these people into readers, subscribers, and,
eventually, buyers (or whatever other goal
you’ve set for your blog).
Speak to them as one human being to
another. Be open and honest. If you appeal
to them emotionally and make it feel natural,
they’ll forget they’re hearing from a corporation
and think of you as a good friend.


STEP

5

Gain an audience
Appeal to the Eye

Now that you’ve figured out what to say
and how to say it, you’ll want to get your
blog noticed by the right people. That
means social media influencers, readers,
and sharing enthusiasts.

Stay on Topic

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Since blogs aren’t formal writing,
and there’s no space limit in most
cases, it can be easy to wander
away from the main idea. Avoid
this pitfall. Respect your readers’
time by getting straight to the
point. They’ll appreciate your
brevity. Short, concise paragraphs
make information easier to digest.

Elements such as charts and
graphs not only break up text,
they add credibility. Images, on
the other hand, provide emotional
appeal. Ordered lists and bullet
points are another effective
means for breaking up large
blocks of text, making it easy
for readers to skim a page rather
than reading word for word.

Here are 11 techniques
to help you gain the greatest
impact from your efforts:

Don’t let your blog get mistaken
for traditional media. Spice it
up with a liberal dose of visual
elements. These can be video,
photographs, icons, or just about
anything that will enhance the
text. These visual clues guide
the reader’s eye and make your
content easier to digest.

If you’re unsure if your writing is as
succinct as it should be, resist the
urge to hit “publish.” Take a break
for a while so you can come back
and edit with a clear perspective.



STEP

5

Gain an audience (continued)

Link Generously
and Appropriately

Mix it up to Make
it Easy to Follow

Don’t become an insular blogger.
Focus on networking and linking
out to other blogs. This is a great
way to share valuable resources
with your readers and build your
blogging network. In many cases,
the original blogger will be
alerted, helping you foster lasting
professional relationships.

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Use bold and italicized type to
emphasize important points in
your article. This makes it easier
for writers to skim your content.
Breaking your posts into
sections—such as an introduction,
body, and defined conclusion—
also aids the reader in getting
the most from your post with
the least expenditure of time.
ReadWrite.com does an excellent
job of breaking posts into sections
that can be easily absorbed.


Grab Them with
a Headline
Nothing can make or break your
reader’s interest faster than the
headline. It doesn’t matter how
interesting your content is if
the headline doesn’t grab
their attention.
The most effective headlines
tend to ask a question, explain
how to do something, provide a
list, or give the reader something
to think about.
The point is to stop the reader on
the page before they move on to
the next item on their to-do list.


STEP

5


And Speaking of Lists
As we’ve already established,
lists can be an effective way to
grab a skimmer’s attention, lure
them in, and get them to read
the entire article. Lists also make
content easier to digest than the
standard paragraph format. To
make lists work for you, introduce
them with a sentence or two, then
elaborate on the list items in the
sentences that follow.

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How to Capture
the Power of How To
Capitalize on the informative
nature of blogs by appealing
to people’s natural inclination
to learn. As Brian Clark, the
founder and CEO of Copyblogger,
suggests, “If you think you’re
giving away too much information,
you’re on the right track.” When
you provide information that’s of
value to your readers, they’ll want
to come back to read more.


Tell Them a Story
Storytelling can be an extremely
powerful way to grow your
readership. The more your stories
appeal to the emotions, the more
they’ll make your blog seem
human and approachable.
A good example of this approach
comes from the Nuts About
Southwest blog. The airline
features personal stories from
employees to put a human face
on the company. In one post, a
Vietnamese-American employee
talks about her youth in honor of
Asian/Pacific American Heritage
Month. On Valentine’s Day, the
airline shared a story of love
and connected it to how they
run their business. These kinds of
heartwarming stories connect with
consumers, making the Southwest
blog an incredible success. So don’t
be afraid to open up about your
own company.


STEP

5


Interview the Experts
There are a number of ways to
make interviews work for you.
One is to run a series of interviews
with experts on a particular topic.
Or, you can engage your readers
by asking them questions and
encouraging them to participate,
regardless of their level of
expertise. Since most individuals
are quick to share information, this
can be a highly effective tactic.

Product Reviews
Talk about products that make
your audience’s lives easier.
These products can be your own
or another company’s. In fact, if
readers buy another company’s
products after learning about
them on your blog, you may be
eligible for a commission through
an affiliate program for blogs.

Regular Features
Scheduled Postings
Once you find a topic that draws
readers, make it a regular
occurrence. For example, you may
have a section titled, “Ask Mr. X,”
that takes readers’ questions and
provides answers. Other regular
features can include weekly news
roundups, industry book reviews,
and editorials. These regular
features drive user expectation
for specific types of content,
encouraging them to come
back frequently.
Like regular features, scheduled
postings follow a predetermined
schedule. The Moz blog, for
example, offers Whiteboard
Friday posts that are extremely
successful. Readers like knowing
what to expect and when. If you
convey the expectation of certain
content on a certain day, you’ll
likely get a boost in readers
during that time.

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6

Stick with a plan

As your blog grows in popularity, your
readers will expect more from you in terms
of regular columns and insights. They’ll seek
a steady flow of information through RSS,
email subscriptions, or direct visits to your
website. You’ll need a plan to fulfill these
expectations.
If your blog will be unattended for a
prolonged period of time—while someone
is on vacation, for example—plan ahead.
Invite readers to guest blog or ask experts
to share their thoughts. Most will be eager
to do so, usually without compensation.
Another option is to prepare posts in
advance and have them scheduled on those
dates. Even then, it’s best to inform readers
that no one will be available to respond to
their comments for awhile. Let them know
when someone will get back to them.
Darren Rowse, of problogger, ran a series
on bloggers’ tipping points a few years ago,
asking many prominent bloggers how they
made it to the “A-List.” For most, regularity
was essential to their blogging success.

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Regularity applies to your topic, too. Give
your blog a particular focus and don’t deviate.
Don’t discuss travel one day, clothing the next,
and radio after that—unless you tie them all
back to your main focus. The best blogs tend
to be those that zero in on a specific niche,
so readers know what to expect.

Companies that

blog multiple
times a day
more consistently acquire
customers from blogging.

Daily

Frequency of
Company Blog Posts

STEP

Daily
2-3 x /Week
Weekly
Monthly
Monthly
0%

http://cdn2.hubspot.net/hub/53/
file-13213536-pdf/docs/resellers/
reports/state_of_inbound_
marketing.pdf


10%

20% 30% 40% 50% 60% 70% 80% 90% 100%

Percentage of Businesses that Have
Acquired a Customer from Their Blog


STEP

7

Keep the
communication
two-way

ASK THEM

Your audience is your biggest asset, so
take advantage of what readers share
with you. Here are proven ways to invite
reader participation once you’ve gained
a steady following:

UTILIZE
CONTACT FORMS

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?

It seems simple enough, but many blog
developers don’t think of going to this
obvious source for content. Run columns
where you ask readers questions and invite
their responses in your comments section.
You may want to expand some of the
comments into a full blog post, or even a
series if you get enough. You can also invite
readers to ask questions. Just don’t be
afraid to open up in your answers.

Make sure your readers have a way to
contact you. Use one of the many plugins
available to set up a form that asks
questions and solicits pitches. Visual Form
Builder Pro for WordPress is an excellent
option, as it’s a thoroughly customizable
asset. Once your blog becomes established,
traditional media can use the contact form
to ask you for quotes or to request your
comments on related news matters.


STEP

7

Keep the communication two-way (continued)
Use your blog as an opportunity to invite
participation from the community. Participants
will welcome an invitation to this many-to-many
forum, as opposed to the one-to-many forum
of traditional media. This makes it easy for you
to share information and get instant feedback.

KEEP THE
COMMENTS OPEN

CONTESTS

POLLS/SURVEYS

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Engage in the discussion as much as possible,
and don’t make it difficult for your readers to
post comments. Most readers view registration
as a stumbling block. If you’re concerned about
spam, install a Captcha application. Avoid link
drops by adding a “no follow” (the default on
most blogs) to commented posts. Or, moderate
all comments before posting. Just don’t make
it too difficult for the community to participate
in the conversation.

In summary, most blog readers want an
open conversation. Participants on commentenabled blogs tend to feel welcomed and
appreciated. They gain a sense of contributing
to the overall business strategy, because they
assume executives and business owners are
monitoring their comments. Take advantage
of this inclination to participate, and use it to
build a loyal following for your blog.

Hold contests to build an audience quickly—
preferably while you’re still growing, but already
big enough to attract interest. Award prizes
such as a free product or service offering from
your company. If your blog is informational,
you can solicit prizes from sponsors, possibly
in return for promotional consideration.
Go beyond traditional commenting or QA
formats to engage your readers in polls
related to your topic. Tools like PollDaddy
and SurveyMonkey make this easy. Spend
one post asking readers for their input and
then another reporting the findings.



STEP

8

Make your blog
easy to find
Before optimizing your blog posts for SEO
applications, first define the social value of
each article. Consider what the piece offers to
your target audience. Does it inform? Educate?
Theorize? Summarize? Or simply entertain?
Avoid content based on opinion. You’ll have a
more difficult time circulating it, unless you’re
famous or a known authority on your topic.
If you’re writing for the Web, write material
built to be found by a specific audience
with a specific intent. By providing a common
resource people need, you add social value
to your article and increase its power
to attract visitors.

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It’s also important to consider what action
you’d like the audience to take. Do you want
them to register for something? Subscribe
to your blog? Email you for more
information? Sign up to receive something?
Like any marketing device, your blog needs
a strong call-to-action. Providing resources,
a service, an actionable strategy, tools and
illustrations (infographics) can all contribute
to a rapid increase in visibility.

A FEW IMPORTANT SIDE NOTES:
Always leverage Google Analytics
to get a sense of how your content
is perceived on the Web. Also, ask
for reader feedback. Encourage
people to Like, +1, bookmark,
Stumble, or link to you. Although
it seems simple, many bloggers
overlook this critical step.


Keyword Research
for Web Publishers
There are few things more fundamentally
important in the world of content optimization
than integrating search phrases your target
audience commonly uses. However, most of
the traffic you’ll pull from organic search
comes in the form of long tail traffic.
Although you should read as much as
you can about keyword research, you
can perform significantly accurate keyword
research on the fly. By remaining conscious
of the perfect keyword targeting model, you
can select your “midtail” terms and integrate
compelling socially valuable material with the
terms people use to locate similar content.
To find terms relative to the context of your
article, use the Google Keyword Planner.
Think rationally and simply about how other
people would look for the subject of your
content. Start with basic language, and then
test extremely specific language. You should
also utilize Google Trends, which recently
absorbed Google Insights for Search. This
tool can provide valuable insight if you’re
in the process of crafting geographically
or seasonally relevant content.


STEP

8

Make your blog easy to find
(continued)
Search Optimization
Optimizing your blog posts for search, like
optimization of any content on the Web, is
a fairly straightforward process. Building on
the authority of the infamous Copyblogger,
here are the essential elements and formulas
for maximizing the value of your posts
throughout the Google universe.

In particular, there are seven principal
pieces of the page you should optimize:

The metadata
and title tag
contain info
used by
search engines
but are not
generally seen
by the user.

Metadata

Title Tag

URL Structure

Shareability
and
Promotion

Header

Metadata
Title tag
URL structure

First 100
Words

Shareability and promotion
Header
irst 100 words (inverted pyramid style)
F

Inverted
Pyramid Style

ontextual linking (internal and external)
C

Contextual
Linking
Internal and
External

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STEP

8

(continued)
Optimizing Title Tags
Choose the relevant keyword or phrase that
appears with volume in the Google Keyword
Planner. There’s no need to go overboard.
Just remember, people will read your title
tag in search results. Make sure it has a
compelling call-to-action that will convince
someone to click on it. Beyond that, leverage
the meta description to enhance the clickthrough rate (CTR) from the SERPs.

Here’s your go-to guide on title tag optimization:

URL STRUCTURE

Make sure your URL integrates keywords people use to find
content relative to yours, and you’re good to go.

HEADER

Think subject line plus incentive. You’ll want to keep a toplevel call-to-action as your header. Use it to emphasize what
the reader will gain from reading your article. You can drop
keywords in the header as well, but it’s not as powerful as it
once was in the game of SEO.

FIRST 100 WORDS

NOTE:
Google pays close attention to
the first 100 words in the body-copy
segment of the page, so make a point
of establishing relevancy and social
value right from the start. This is why
lists and resource guides work so
well as “link bait” on the Web.

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CONTEXTUAL
LINKING


It’s extremely important to invest yourself in journalism’s
inverted pyramid structure, where the most relevant facts
appear at the top of your article. Your content must have
social value in order to thrive on the Web. Without that, no
amount of on-page optimization will help you pull traffic.
Consider linking contextually from the first 100 words of your
article to other articles you’ve written, either within your blog
or on other websites. This enforces keyword relevancy and, if
your content gets spread around the Web, greatly enhances
the anchor text value earned from the external link. Remember
that Google pays attention to links that use keywords as
signals about the destination link—if someone references
your blog post, they may include a link that uses a keyword
instead of a generic link, like “visit site” or “read more here.”
Link out to other valuable resources. If you create lists, link
out with high-quality anchor text. This will motivate others
to link back to you. Also, regularly highlight resources and
examples from SERPs to increase long tail traffic to your
page. The bottom line? Share as much knowledge and as
many online resources as possible for the best results.


STEP

8

Make your blog easy to find (continued)

Mainly, the update focuses on the
concentration of anchor text in a domain’s
backlink profile. In plain English, Google took
a close look at how different websites link to a
single destination. The links were scrutinized
based on their anchor text—the words which
compose the link itself.
Essentially, Google recalibrated the system,
making it more difficult for spammers to
manipulate its ranking factors. If you’re a
blogger who is genuine about your work, the
Google Penguin update isn’t likely to impact
you. But a word of caution to those tempted
by link-building schemes. If you build links to
your own blog to enhance its rankings for
specific keywords, you’re violating the
Google Webmaster Guidelines.

While it’s important to build links to earn
organic traffic, link acquisition should be
considered a byproduct of producing content
that’s inspirational and valuable to an audience.
The more noteworthy your content, the more
links you’ll earn. As other websites link to your
content, it’s important to take note of how
they link to you. More specifically, keep track of
which phrases they use when they reference
your content. If other publishers are linking to
your content with a brand or domain reference,
then you’ve done your job. If people are not
linking to you at all, you need to reassess
the value of the content you’re producing.
This data was provided from
an analysis by Moz.com’s
data science team. The
information reflects a
cumulative study of their
portfolio of experimental
sites. The data is accurate and
poignant in the context of
demonstrating which factors
can lead to penalization.

In time, Google will assign rankings for
keywords based on the quality of a website
and how engaged the audience is with its
content. While relevancy is certainly a
significant component in the overall ranking
algorithm, the resources used to evaluate
“trust” and “authority” will continue to
change. Establishing yourself as a trustworthy
publisher of content now will help you avoid
the implications of future updates like Penguin.
At the core of this principle is the lesson of
authenticity. Build content and resources that
naturally build an audience, and your blog will
thrive. If you seek to promote credibility by
cheating, or participating in networks that pass
link authority, you’re violating principles that
Google values. Strive to be a thought leader
in your niche, publish content that is inherently
instructional or enlightening, and provide
meaningful media that inspires discussion.

22%

Links with site URL
(http://domain.com/)

11%

26%

Links with brand name as a
company name or domain name

15%

23%

Links with
promoted keywords

58%

30%

Nofollow links
from total amount

14%

http://moz.com/ugc/google-penguin-antispam-algorithm-testing-and-analyzing

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Penalized
by Penguin

If you’re reading about blogging, linking,
or anything related to Web marketing
and Google, you’ve probably encountered
references to the Google Penguin update.
The Penguin update, now in its second
release, is an algorithmic update designed
to eliminate sophisticated sources of SPAM
from search engine results pages.

Instead, you’ll want to naturally build
authority, relying on the quantity and quality
of the content you publish. Over time, that
authority will translate to trust, as valuable
sources of content around the Web link
to you as a reference.

Benefited
from Penguin

Blogging with Penguins

STEP

8

Make your blog easy to find (continued)

The Implication of
Authorship Markup
Google Authorship Markup has been one of
the most significant advancements in the world
of blogging. Essentially, using a “rel=author”
tag associates content you publish with your
Google+ profile. This association verifies you
as the original author of the content and
provides a visual annotation in search results.
At its core, Authorship Markup allows Google
to identify influencers within a given content
category. It also provides an opportunity for
users to associate a particular author with
the content being referenced. The value
of Authorship Markup has many levels.
To keep things simple, however, it’s enough
to implement the tag and make sure your
content shows up in search results with
the visual annotation.

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Essentially, Google has developed a new
system of ranking by using Google+ to
establish a network of authors. The premise
is that, if Google can identify a network of
trusted influential authors—whose content
is favored by large audiences interested in
a particular subject—Google’s search engine
can return results that are valuable and reliable.
As Google sees it, verified authors sit at the
opposite end of the spectrum from SPAM.
It hopes to leverage their validity to provide
infallibly high-quality search results.
As a blogger, once you’ve established a
Google+ profile, you’ll have access to a myriad
of plugins to help automate the Authorship
Markup process. One of the best resources
on how Authorship works (as well as how to
set it up) can be found on Search Engine Land.
After you’ve successfully created the circuit
necessary to trigger the Authorship result,
test it to make sure it’s set up properly using
the Google Structured Data Testing Tool.


When you post an article,
do the following:
Tweet the post with bitly using
your compelling article headline.
Submit the article to Google+
using your account. G+ may
be cumbersome to use, but it’s
nonetheless essential. You should
probably spend some time there
sharing content and finding
friends. It’s a laborious process,
but each +1 basically counts as a
vote for your content, which helps
your piece remain in circulation.
Stumble the article using your
company or personal account
(or both).
Post the article on Facebook,
and then ask others to like it.
Add the article to your LinkedIn
page. This is especially important
if you compete in a tight vertical.


STEP

8

(continued)

Shareability and Promotion

START A TWITTER
ACCOUNT

There are a variety of ways to search by keyword to find
people to follow. Before you start following people, start
circulating content on the Web that’s not yours. Tweet once
an hour, during the workday, using the most popular resources
you can find. If the content has already been pushed around
the Web, rehash the title to get some traction. Once you’ve
built a few hundred followers who push content around, you’ll
need to tweet something useful just once or twice a day.

START DISCUSSIONS
ON LINKEDIN

Start discussions on LinkedIn that refer back to resources in
your previous blog posts. In particular, saying something
controversial stimulates people to interact.

People won’t find your content just because
you post it on the Web. It’s up to you to drop
the content into the current and make sure it
gets swept downstream.

There are several ways
to achieve this:

Link up with other bloggers via email. Say something like,
“I’ve been reading your blog for awhile, and think it’s
awesome.” Ask if they’d be interested in guest blogging, or
whether they’d like to cooperatively develop an article.
GUEST BLOG

Also, consider blogging for others. It’s a long process, but if
you guest blog regularly on other blogs, you can drop links
back to your own blog and draw sustainable traffic. It also
extends your personal “author brand” across the Web,
building your reputation.
Infographics. These iconic representations
of useful information thrive on the Web.
Click here for more info on MDG infographics.

IMPORTANT:
Don’t just promote yourself and your
content—promote the type of content
you feel is valuable on the Web.

MAKE SOMETHING
USEFUL

Examples
include:

Lists and resource guides that help people
do things. Make them entertaining—laughter
can be a surefire performance booster.
Educate. Give examples of how to do things.

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STEP

9

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Provide content that keeps them coming back
for more.

ENGAGING

E

Give your content entertainment, social, practical,
or communal value.

AESTHETICS

A

P
eople expect a certain amount of glitz from their
media. Liven up your blog with appropriate and
professional images.

D

Give your readers something of value.

M

Make them want to link to you.

EFFECTIVE
CALL-TO-ACTION

One of the best ways to compete for
attention is to provide something useful.
If you follow these six simple principles,
you should easily succeed:

R

MEMORABLE
EXPERIENCE

Chances are, your blog won’t be unique.
There will be hundreds, maybe even
thousands, of authors competing for the
same audience. If you want to lure readers
to your particular blog, you’ll need to give
them a compelling reason to seek you out.
Develop a personality or carve a niche that
differentiates you from competitive blogs.

REASON TO
RETURN

DIRECT
USER BENEFIT

Encourage people
to seek you out

E


Don’t miss the opportunity to get your readers
to take action.


Essential Reading for a Successful Blog
These articles constitute a crash course in effective blogging and press release optimization.
Read them for best results. If you practice what you learn, you’ll become a blogging rock star.
(Article titles are clickable and will navigate to the Internet)

Why You Should Always Write Your Headline First

9 Proven Headline Formulas That Sell Like Crazy

The Cheater’s Guide to Writing Great Headlines

7 More Sure-Fire Headline Templates That Work

Do Keywords in Post Titles Really Matter?

Use These 5 Headline Templates at Your Own Risk

How to Write a Killer “How To” Post that Gets Attention

The Art of Writing Great Twitter Headlines

7 Reasons Why List Posts Will Always Work

Five Steps to Going Viral on Twitter

Why Some People Almost Always Write Great Post Titles

Intent Driven Email Subject Lines

10 Sure-Fire Headline Formulas That Work

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If you would like to receive future MDG e-books, subscribe
to the MDG blog, or contact MDG Advertising for a consultation
on how you can improve your content marketing strategy,
visit us at mdgadvertising.com or call 561 338 7797.

MDG Advertising | mdgadvertising.com

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3500 NW Boca Raton Blvd. | Suite 601 | Boca Raton, FL 33431 | 561 338 7797
275 Madison Ave. | 14th Floor | New York, NY 10016 | 917 969 5370
info@mdgadvertising.com

E-book: A Step-By-Step Guide to Developing an Effective Corporate Blog

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