Introduction

You should start a new blog (or improve your existing blog) to answer peoples questions or to be an authority on a subject. Share what you know (or what you and your team knows) in blog posts because sharing value builds trust, and people buy from those who they know and trust.

This guide covers everything you need to know to start and run a blog. It puts you on the inside track to become more helpful than your competitors and to ultimately outperform them. And a lot of what you will learn is transferable to other areas of digital marketing (like social media marketing and email marketing, for example).

But there are so many blogs!

That fact is to your advantage. Often another blog (or many blogs for that matter) have already written on a topic that you wish to write about. This is good! Identify the substandard attributes of other posts so that your post can improve in those areas. The ultimate goal is for your post to most thoroughly answer a question or be the authority on a subject.


Contents



What is blog marketing?

Traditional marketing is concerned with two key metrics: reach (the number of people who are exposed to the marketing) and frequency (how often they see it). The goal is to reach a lot of people, often.

Blog content marketing depends on reach, but what makes it different is that high-frequency isn’t necessary. Content will usually be read once. And ‘the right’ content needs to only be read once for the reader to participate in a conversion event. This is because blog content marketing earns a reader’s trust by providing free value. Then it compels the reader to take action—whether it’s making a purchase right away or subscribing to your email list.

The more trust you build with your readers, the more likely they are to view you as an authority—and the more likely they are to buy what you’re selling. And since blog online marketing is about building trust, it works for both B2B and B2C.


Does this guide really deliver?

Google is a question-answering machine. And the search engine giant answers questions by sending people to the blogs with the most relevant content. If your post best answers a question or is the authority on a subject then Google sends the most traffic to you.

This guide works for me and it will work for you. You don’t need a marketing agency to run your blog for you. You can blog for yourself. You can run your own marketing campaign. People using this guide are realizing the potential:

I hope you’re enjoying this guide. Say hi or ask me anything on Twitter.

Below are common questions I get asked. I’ll answer them in Twitter fashion (in 160 characters or less):

  • What matters more: lots of content or quality content? Quality content. Aim to write something that’s better than everything on the Internet at the time.
  • Should I use Hubspot? Hubspot is expensive. So in almost all cases, no. However, if you have a startup then you may be eligible for deep discounts.
  • Should I promote my posts on Linkedin? Yes! It’s not just a business website. It’s a powerful promotional tool (share content). I write about it on page four of this guide.