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A Blogger’s Paradise

FACT: People are still writing blogs. Despite suggestions that blogs are passé, it seems that more and more people are still writing blog content now more than ever. Blogging remains as an important avenue for consumer expression.

blog pic

Consumer generated blogs have been showing significant growth since 2006 when NM Incite began tracking them according to a published U.S. Digital Consumer Report State of the Media(Q3-Q4 2011) report.

At the end of 2011, NM Incite, a Nielsen/McKinsey company, tracked over 181 million blogs around the world. This was way up from the sparse 36 million reported only five years earlier in 2006.

In a report from NM Incite, the big three blogging platforms are Blogger (from Google), WordPress and Tumbler (in that order). These three sites received 80.5 unique visitors in October of 2011. The report did not separate readers from writers.

It is estimated that the number of blog readers in the USA would reach approximately 122.6 million viewers accounting for about 53.5% of all internet users.

blog pic

It’s difficult to compare eMarketer’s audience of 122.6 million U.S. readers to Nielsen’s 181 million global blogs, but one can reasonably ask whether there are almost as many writers as readers.
Jason Mudd, president of Axia Public Relations, thinks blogs are too difficult to keep up with.

"People can swallow small bites of information from Twitter and Facebook much easier without having to read several paragraphs," says Mudd, whose clients include Blue Cross/Blue Shield, Verizon and Synovus.
Mudd does follow some bloggers, but he does it through Twitter or Facebook, scanning the headlines they post and only occasionally clicking through to the actual blog.

Though individual blogs do not have a large audience per se, they effectively add a combined reach for marketing campaigns. Women bloggers make for a large portion of the targeted audience for advertisers (especially CPG companies – Consumer packaged goods).

  • 70% are college educated (with a majority earning a degree)
  • 1 in 3 are mothers.
  • 52% of bloggers are parents with kids under 18 in the household.

One only has to look to the emergence of Pinterest which had over 4.5 million unique visitors in October 2011, which was up 37 times higher than from the beginning of the year.

Data from Google Ad Planner and Ignite Social Media, 60-second Marketer found that these users fell between the age groups of 25-34, 45-54 & 55-64, with 80% being female!

The data collected also found that:

  • 92% of Pinterest’s audience also visited mass-merchandiser sites as well.
  • 36% of women are also more likely to trust ads on social media over the 26% of men.

So what can you take away from this post? Keep blogging and try gearing your blogs and link building efforts knowing that women bloggers and Pinterest account for a huge portion of your target audience. Pinterest may just be the latest Internet fad but it is one that should not be ignored. Remember that Facebook was also considered a "fad" when starting out.

SEO news blog post by @ 12:41 pm on March 14, 2012


 

Creating Long Lasting Evergreen Content

Evergreen content is the process of writing content that is effective is continually driving traffic to your website over a long period of time. The content is capable of standing on its own with little or even no updating. Historical content is a good example of evergreen content. Content written about the presidency of Bill Clinton can be relevant for the life of the website.

evergreen content trees

That is not to say that evergreen content has to be about historical topic or otherwise old stuff. For instance when the 2012 cars go on sale, the information about them will remain very consistent and require very little updating over time.

Other content is evergreen, but due to the nature of the subject it still has a limited lifespan. One such topic could be "How to reformat a Window 95 system." In these types of articles, you will need to incorporate this information into the content of the piece. If you use a url structure such as:

Title: How to Format a Hard Drive – Windows 95
url: example.com/how-to-format-hard-drive-windows-95/

Not only will this allow for keyword specific text that will aid in people finding your content when performing relevant searches, but it will provide a logical structure when new operating systems are releases for subsequent operating systems.

Before you begin writing your evergreen content, make sure that you have done sufficient planning and keyword research to ensure you get the longest life out of your piece. Follow these tips to help produce content that remains useful to your visitors.

  • Conduct extensive keyword research.
  • Use these keywords in your page, in your post and in the urls.
  • Keep your article/content narrowly focused and keyword centric.
  • Avoid the use of whimsical or catchy titles. These will almost always drive less traffic

In other cases, content is fairly static but requires occasional updating. Content written about changes to tax laws or investment strategies would fall in to this category as they change every few years.

Evergreen content is a great way to create a steady stream of traffic to your site. It should not be the only tactic you use to writing content, but it can be highly effective. Typically your evergreen content will be of either high value reference/resource material or will be "flagship content."

Flagship (sometime referred to as “cornerstone content”) is content written to make a readers life better, easier or faster. It is something that they search for in Google to find you by or something that directly benefits them. In essence, it is what people need to know to make use of your website and do business with you.

Here are some examples of evergreen content:

  • How-to Posts ("How to Install a Ceiling Fan")
  • Historical Posts about people, places or things (e.g.: "History of the Taino Peoples")
  • Reference Posts (e.g.: "How to Rebuild a 1969 Falcon Futura Carburetor")
  • Information Posts (e.g.: "Latest Carry-on Baggage Regulations for Delta Airlines")

Evergreen content is very dependent upon the amount of research that you do to prepare your piece. If done correctly they will continue to grow and produce results for years to come.

SEO news blog post by @ 12:58 pm on February 23, 2012

Categories:blogging,copywriting

 

Top Nine Ways to Enrich Your Business Blog in 2012

Beanstalk’s Heather Jennings published an very helpful article today on the Beanstalk site offering tips on how to best utilize your business blog in 2012.  From whitepapers to eBook creation … video to just plain posting – Heather outlines some simple and actionable items to help stay directed to making the most of your online presence.  It would seem silly to outline the full article here when it’s an easy 5 minute read on site that’s worth every minute (note: I *may* be biased). :)

Her full article is Top Nine Ways to Enrich Your Business Blog in 2012.  And when you’re done reading that … get back to enjoying your weekend !!!

SEO news blog post by @ 4:51 pm on January 6, 2012


 

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