Blog Management

How To Aug 25, 2007

Mike LevinWell, I’m really HitTailing away, and it’s time to talk about blog management. What is the correct ratio between blogging purely about what’s on your mind and in your heart, versus about what you KNOW FOR SURE will generate new traffic and audience to your site? (ala HitTailing)

Is blogging primarily a function to generate traffic (SEO) for some other ultimate purpose at your website (driving sales), or it is a “pure” medium for pontification and soapbox journalism? What if you’re a business and have to balance blogging with all your other corporate considerations?

Quite a dilemma.

A little over a year since HitTail’s inception, we’ve built up our own website, practicing what we preach to a certain extent. As you pursue over my blogging topic headlines, you’ll see that for the most part, I blogged about what I wanted to, and rarely gave a second thought to optimizing my headlines.

But we’re going into promotion mode, and as you can see, virtually every time we HitTail, it works. We’re rapidly becoming one of our own best case studies. We can decide WHAT type of traffic we want, and with little more effort than putting a little article like this, we add 10 to 50 more hits a day to our website, of the most qualified sort.

10 to 50 hits sounds like nothing, right?

But think of yourself at a conference. You’re not a speaker, yet you’re trying to do some business networking. Would you consider yourself lucky if you could hand out your business card to 10 to 50 people every day? How about if those people were actually not at random, and somehow knew to seek you out with some public addressing system?

Pretty good, huh?

Now what if on every day of the conference, you could get someone else to hand out business cards on your behalf, to uniquely pre-qualified prospects? And with each subsequent day, you could add yet another networking employee, and pay them no salary, and never lose your prior people? Until eventually, you have an army handing out cards. Well, that’s the essence of intelligent longtail keyword marketing. It’s cumulative in nature, until you reach the point of diminishing returns, which doesn’t really occur until you’ve saturated a market, written about everything there is to write about in that field, and have reached every person whose ever been in the market. This probably won’t happen to most people until they’re ready to retire. And if you do “reach the end” of your HitTailing activity within one industry or market, you simply attack new markets.

But how does a blogging content expansion strategy dove-tail with your regular website?

First of all, blogging is essentially no different than normal Web publishing. There are plenty of websites that use blogging software as their PRIMARY publishing platform, dispensing with the heavy-duty enterprise platforms, like Vignette or Documentum. Web publishing is Web publishing. Don’t let the enterprise elitists intimidate you. Blogger, TypePad, SquareSpace and WordPress can all be used to manage the blog portion of your existing website, or replace many CMS systems altogether (especially SquareSpace). And more mainstream open source CMS systems like Drupal and Joomla are becoming more blog-like all the time, displaying the search engine-friendly artifacts that litter blogging software.

So no matter your existing website, you can just arbitrarily make a new subdirectory or subdomain, and say “this portion of the website shall be maintained with blogging software!”

It’s a relatively easy matter to match a new blog to the look of your existing website, then start creating new content. This is where HitTailing really comes in, to get the most out of your blog—because it’s time to build audience. But you don’t want just any audience. You want the RIGHT audience.

So, get about 100 initial blog posts out there to stimulate and kick-off the HitTailing procedure. Our own website only existed since June of 2006. But today, we have over 1,360 known pages in our site (search in Google on site:hittail.com), and most of that is generated by blogging software. We’ve seized the top positions on lucrative terms all across the longtail marketing space. We’re gaining the reputation of one of the top keyword tools in the industry. This has been a combination of writing about what we KNOW we want to write about, and writing about what we DISCOVERED that we needed to write about. Both are important. But the later (use of our own product) is what’s resulting in our natural search growth, and continual acquisition of new HitTail users.

The HitTailing process was created precisely for this sort of blog management. There must be a balance struck between what your instincts tell you what to write about…

…and what tools like HitTail tell you to write about.

…and somehow, it almost magically seems to work out. Because isn’t “blog management” a perfect topic for us?

One response
  1. Digital Marketing Agency

    Do you have a case study of where long tail and content management systems have been used?

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