Updated February 10, 2017. It’s safe to say that business blogging isn’t going anywhere. Google still likes fresh, original content, and writing a blog is the best way to feed solid meat to the most popular search engines on the planet. While blogging isn’t going away any time soon, it is constantly being changed in its total form. For instance, it used to be that bloggers who were making the most strides in marketing themselves online would write daily posts in short bursts–somewhere between 300 and 800 words on average. Today, the most effective blogger write less often and longer posts–usually over 1,000 words each, and some bloggers are known for going all out with super-long posts upwards of 3,000 to 5,000 words.
Still, it doesn’t matter how long your blog posts are and how often you post them. Blogging is not your only online marketing channel.
Imagine, if you will, a brick-and-mortar department store that expected to increase its foot traffic only by advertising on television three times a week. Do you think that department store would see an increase in traffic? They might. But how much more traffic could they get if they expanded their off line reach? This is how you should think about your online marketing.
Increase Your Reach With Solid Multi-Channel Engagement
That department store mentioned above might reach a segment or two of its audience by advertising on television, but what about people who don’t watch television? Or, what about people who do watch television but also play golf, commute to work every day with an hour-and-a-half drive and listen to the radio in both directions, and who also eat out twice a week?
One marketing principle you should keep in mind is this: To create top-of-mind-awareness, your audience needs to see your message at least seven times.
The best way to expand your reach and extend engagement is to get your message out as far and wide as possible. That’s why blogging is not your only online marketing channel. If you want to reach your audience, you need to do three things:
- Define each segment of your audience and know where they hang out.
- Go to where your audience segments are and deliver your message in a language and context that will hit their emotional triggers.
- Be consistent in your message across all channels.
This strategy will increase your reach and engagement, but you have to move beyond your blog.