6 Keys to a Blog that Gets Attention for Mortgage Industry Marketers
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Blogging is becoming more and more of a driving force for Mortgage Industry
marketers. The act of blogging builds "authority" online, especially as the new
search engine algorithms continue to change and focus less on keywords and more
on inbound links driven by great content distributed through various social
venues. Blogging serves some very key purposes...
►Positioning: you become known for your expertise in your field, so you become considered the "go-to" resource by your target audience and even reporters looking for information so they can write stories for industry and non-industry publications that keep people informed on the latest information and developments.
►Trust-building: You build trust with your prospective borrowers and business-referrers which ultimately leads to more business.
►Insightfulness: The more you blog, the better you get at developing new ideas and insights that you can share with your audience to drive comments and conversation. Ultimately, your insightfulness will drive more traffic.
►Driving search traffic: The more often you blog on a particular subject, distribute it through social networks and call attention to it with email marketing and other tactics, the more people will link to it provided the content is of interest to them. The more links you get, the better you will place in searches on that particular subject.
Here are 6 keys to injecting some fuel into your blog and driving it to success...
1. Stay focused on your niche: People really don't care to know about the “real you.” I don't mean to sound crass, but truly, unless you’re an entertainer or someone who has established some level of notoriety, say Donald Trump, a Real Housewife of (fill in the blank) or a Kardashian…nobody cares. Your readers tune in for news, tips and trends in the Mortgage Industry...so stay focused.
2. Not a good writer? That’s ok: If you really don’t feel like you’re a good writer or don’t have the time to write, it’s easy to find someone to take on this task for you. This could be an intern or a freelance writer. Or if you're working with an agency, they may well be able to provide you with a great blog writer.
3. Quality content rules: If you're time is tight, focus on fewer posts of very high quality rather than many posts of low quality. Low quality content will drive away your audience and make you less relevant. Remember, this is about building an audience and people will only stick around as long as you provide something of value.
4. Curate content: Attempt to engage your audience by posting other points of view from another blog and commenting to drive the conversation.
5. Promotion: This is the most important part...and should be the most fun as well! I'm always surprised by the people who write great posts but fail to distribute them appropriately across various social networks...Facebook, Twitter, LinkedIn updates, LinkedIn Groups and Google+ for example. Also, don't forget about email or even snail mail every once in a while.
6. Engagement: Be sure to stimulate the conversation and keep it alive! When people comment, comment back..."prime the pump" as the late Zig Ziglar always said.
Was this helpful? Let me know what you think in the comment section below.
Seroka is where CEO’s, CMO’s and anyone responsible for their corporate brand and communications strategies in the mortgage, healthcare and manufacturing industries can come to receive useful information, advice, insights and inspiration for growing
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