Very interesting read for anyone who's using blogging as part of a Content Marketing strategy.
From a blog that focused simply on "covering" Buffer itself and providing tips for doing well on Twitter to a blog of over 400 posts on lifehacking and business in general, the Bufferapp blog is an example to be studied by all content marketers.
I took away many important things from this piece, but here are the key takeaways I got from each section:
1. Truly understanding your audience – who will read your blog, who should you write for?
Referencing a presentation by Rand Fishkin, CEO of Moz, this section brings up the "Relevance scale," with the goal of making your posts relevant not only to your customers or porential customers, but the people who interact with those customers as well.
2. Achieving top quality – Ask: Will anyone email this article to a friend?
Pretty self explanatory. The answer must always be yes.
3. The structure of your articles is as important as your content
"Most readers are skimmers. Accomodate them.
4. Maximize your own excitement – What is the stuff we ourselves love to read about?
Make it easy for your entire team to want to become involved in the blog.
5. Pictures are more powerful than you think: The science of using images properly
Did you know that a statement shown to people accompanied by an image was more often marked as true as one without an image?
While reading all of this, keep in mind the inspiring quote from Rand Fishkin:
“Content marketing exists to build familiarity, likability and trust.”