By taking a disciplined approach to blogging, aviation marketers can fuel their inbound marketing efforts.
The benefits of a well-executed corporate blog are numerous. In addition to boosting your organic search engine results page ranking (SERP) through keywords and snippets, it also builds your reputation as an industry authority.
So how can aviation marketers make the most of this important tool?
- Commit to regular posts – A blog that is rarely updated does more harm than good. Visitors can see that you’re not serious about it and run the risk of leaving an unfavorable impression. This also defeats SEO efforts due to stale content.
- Write for the web – Online readers skim for content. Bring the important information, including calls to action, to the top of your blog. Fill in the details below the fold.
- Contribute guest posts – Guest posts on industry blogs will earn you inbound links to your own website which is great way to get attention for your own blog.
- Be sociable– Respond to your readers’ comments. A blog is meant to be the beginning of a conversation. Don’t simply post and consider your job done. Use other social networking sites relevant to the aviation sector to post comments and spread your influence.
- Use outbound links – By linking to other websites when it’s relevant and giving that valued link when it’s appropriate, you make it more likely that other blogs and commentators will link to you.
- Encourage repeat visits – Make it easy for your reader to come back to your blog. Let them subscribe to your blog, offer to e-mail them when a reply is made to their comments, encourage them to sign up for newsletters.
- Make your blog easily found – Promote it throughout your website, on your home page, and at the end of the buying process. If you send out any e-marketing, then include links to relevant posts on your blog.
- Write interesting headlines – When people share your content, they will often simply tweet the headline and a link, so make sure that headline sums up the benefit of your blog in one sentence.
- Lists Work Well – Online readers like valuable content in easily digestible formats. Numbered lists indicate time commitment and encourages content scanning.
- Offer Readers Value – Your articles need to be valuable, useful, and informative. Remember you’re showcasing your knowledge and educating future customers.