Crafting a winning blog

What it takes to create well-written (and well-read) posts

August 06, 2012
Case Design/Remodeling has generated leads and greatly improved SEO through usin

Case Design/Remodeling has generated leads and greatly improved SEO through using important keywords in its blog.

Blogging tends to be given short shrift these days as companies focus on the flash of social networks, but they are an integral part of a complete social marketing strategy.

Blogs provide an opportunity for remodelers to showcase their knowledge better than a simple tweet or Facebook post. Case Design/Remodeling’s blog (www.casedesign.com/blog/http://www.casedesign.com/blog/) has helped the company by generating leads, attracting attention from local consumer media editors and improving search engine optimization, increasing traffic to the company’s website. The Case team focuses on giving consumers what they are looking for, not selling.

“We try to write blog entries which educate homeowners and help them make good decisions,” says Joaquin Erazo, chief marketing officer for the Bethesda, Md.-based firm. “We believe that the better educated they are the more likely they will come to the conclusion that we can help them with their project.”

The most popular topics for blogging tend to be those that offer advice homeowners (potential clients) can use, such as the latest kitchen design trends or home cleaning tips, says Emily Smith, marketing communications manager for Atlanta’s AK Complete Home Renovations (blog.akatlanta.com/).

Posts that are tagged with or contain important keywords such as “Atlanta luxury homes” are important for driving search engine traffic, Smith says. Case also focuses on filling its blog posts with “long-tail” keywords, such as “artistic tile backsplashes” or “glass front cabinets,” Erazo says.

Besides increasing search traffic, blogs provide the content needed to effectively engage in social marketing. The companies doing the best job with their social marketing use blogs in conjunction with Twitter, Facebook and other sites to drive traffic to their websites. Conversely, e-newsletters and other marketing can drive traffic to the blog, which then promotes social media efforts. Integration is the key to success.

“It gets our message out there and solidifies our name as an expert in our field,” Smith says. “It’s like having a secondary website that does not take away from your main site. When you run each of them correctly they compliment instead of compete and can refer traffic back and forth." PR

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