Blog

11/11/2014 • 0 comments
You’ve read it ad nauseum over the last few years: in the kingdom of Google, content is king, so any marketing strategy that takes the web into account as an important communication channel – and which one doesn’t these days? – must pay special attention to content production. And that, almost without exception, will mean rolling up your sleeves and putting your hands to the keyboard to write a blog.

table of Contents
What is a blog?
Requirements for a good blog
The role of the blog in a Content Marketing strategy
The role of the blog in an Inbound Marketing strategy

But first, we ne to be clear about a number of concepts, as it is not enough to write for the sake of writing, but rather we must ensure that the blog becomes a reliable communication tool , with information that is interesting and relevant to the reader.

What is a blog?

According to the RAE a blog is a website that includes

as a personal diary of its author or authors, content of interest, updat frequently and often comment on by readers. And perhaps when the blog was born it was something like a logbook but, in our humble opinion, the RAE definition has become somewhat obsolete.

Nowadays, blogs go far beyond a mere diary; they have become a highly effective tool for obtaining business results . According to Hubspot , companies that have a blog generate 97% more inbound links to their website, so what company wouldn’t want to have one? In certain B2B sectors where the purchasing process is complex and requires a lot of information, the blog has become the perfect mium for attracting customers and providing them with the necessary information.

What requirements must a good blog have?
There are many blogs, but not all of them get the expect results. For a blog to be effective, it must meet a series of requirements:

Think about SEO: Although articles should not focus exclusively on SEO, it is important to take into account certain SEO recommendations so that the post is well position in search engines. To do this, it is advisable to assign a keyword to each article, take care of the title and the meta description , optimize the images and assign them an alt attribute, etc.
Diffusion: The mistake that many people make when writing a blog is that they write a post, publish it, and that’s the end of their work. Writing the background removal article is just as important as spreading it, because it’s no use writing it if no one reads it. To do this, you have to rely on social networks, forums, groups or other communities, third-party blogs, etc.
You may be interest in learning more about how to optimize your content with this post

Or you want to know how to write a blog in a sector as complex as the industrial one

The role of the blog in a Content Marketing strategy
More than a decade after its appearance, the blog is still the best platform for sharing quality content on the Internet and that is why any Content Marketing strategy worth its salt would be nak without it. It can be said that the blog is the starting point of content marketing , because thanks to it we can move through other channels such as social networks, SEO, etc.

For companies, blogs are the tool that best positions their brand in search engines, attracts users and leads them to their website. You only have to look at the numbers to understand the importance of blogs in a content marketing strategy. According to a study by Marketing Charts, 72% of companies think that creating relevant content is the most effective SEO tactic , and therefore, according to a study by the Content Marketing Institute , in 2017, 51% of companies will increase their budget for content marketing.

The blog in an Inbound Marketing strategy
The purpose of inbound marketing is to attract traffic to a website and capture leads from among these users, and as we have seen throughout this article, the blog is the perfect tool for this. As you probably already know, inbound marketing is what are the responsibilities of a specialist? vdivid into four stages (attraction, conversion, closing and loyalty) and the blog is essential in the first two, as it has the ability to channel traffic to a website and, if aleart news the content is good, convert readers into leads through a newsletter or a contact form.

Over the last few weeks we have had a lot of activity at CONNEXT , mainly due to the different events in which we have been participating. From the event for ICTs Internationalising Successfully , organis by IVACE International, to the Day of the Entrepreneur, in which we gave a workshop and participat in a round table. In short, there have been several opportunities to share experiences with companies from different sectors, in which we have seen that, as far as B2B is concern, the Internet is the most important channel.

This is the case in sectors such as technology, where the ne

for information and the different training of the profiles involv in the sales process make it necessary to have sufficient information material to satisfy the content nes of all those involv in the purchase of technological services . But it is also the clipping path case in other sectors such as energy or even agriculture, where the end customer of the products does not have a technical profile and does not know exactly what implications choosing one product or another will have for their company.

In this situation, fac with complex sales processes such as most interactions

between companies, content was reveal not only as a useful tool but also as the driving force of the company’s strategy , whether national or international. A great opportunity, without a doubt, for profiles more closely link to the itorial team, who can thus see the opportunity to carve out a new career path for themselves. This was one of the conclusions discuss at the round table Entrepreneurship in Journalism, where we shar the stage with different search query – what is it communication professionals.

But content is of little use if there are no suitable channels through which it can be distribut. Among these, obviously, the web is perhaps the aleart news most important. A suitable web page that allows all user interactions to be direct and channell towards the sales process. In the presentation Is my website ready for my international expansion? we analyse precisely some of the key points that can make a web page a powerful tool for corporate communication and marketing .

A series of meetings, in short, very necessary to keep in touch with companies and work with them in the search for the best solutions to get in touch with their future clients.

Affiliate location extension with a Google-curated Chain
Location extension with a Google curated chain
What’s a priority for the store marketing or traditional marketing team?
What’s a

recommendation when setting up a Performance

Max for omnichannel goals campaign?
Include all products from the local product inventory feed
Segment products by availability and product type
Include all products from image masking the local product feed
Segment products by performance and business goals
When you own your own business and you want to encourage people to visit your location

products or services to large chain and small businesses

When you sell products or services in stores that share the same brand
What non-Google Ads signals are used to model store visits?
Third party vendors that provide data from hundreds of millions of opted-in, signed-in users
Interaction with a location extension or affiliate location extension

What is the recommended budget and time to run your Performance Max for store goals campaign?

You manage Search campaigns for a law firm that services all of California. Why is location insertion a valuable feature to use?
GPS, Wi-Fi, and network data from hundreds of millions of opted-in, signed-in users
Interaction with an online ad then. A visit to the physical store location
While Performance Max uses machine learning models to optimize many features, which three features will you still need to add manually? Choose two.
bids
ad creatives
ad placements
creative combinations

It can replace other locations in the campaign’s ad copy to “California.”
Which two visual language elements have the highest impact on watch time on mobile devices for video ads?
Pacing and framing
Supers and audio
Pacing and supers
Framing and supers
You’re making your first video ad with the goal of building awareness for your direct-to-consumer food company. What should you do in the first five seconds of the video ad?
Use tightly framed product shots with audio brand mentions.

budget
each other what is meant by advertising budget purchases in-store only and account for disproportionately more sales
Omnichannel customers interact hin directory with a product or service digitally multiple times before.
What is incrementality.