Look around folks, things should look quite drastically different, that is the Ghost influence :). We just moved our blog over from Tumblr to the brand-spanking-new Ghost platform. While Tumblr suited us just fine up until recently when we had to find a platform that gives us more control over what we promote or how it shows up on the blog. Here’s some of what we picked up along the way and our marketing inspired reasons for the shift.
SEO and Promoting content internally
Let me flog the proverbial dead horse for a bit, If it helps imagine these words coming from a wise old creature of some sort(dare i say Yoda?? too far?) “SEO IS IMPORTANT”. A blog offers a whole world of opportunities to write engaging, keyword enriched content that you can use to bolster your site’s search ranking, but none of that would make much of a difference if you host it on a different domain. For us moving the blog on to MineWhat’s servers as a sub-directory on our website will definitely help us leverage the great pagerank positions we’ve been getting on some of our last few blogs.Here’s a good article on why subdirectories are good for SEO.
Well once you’ve got visitors on to your blog, you might as well show off the rest of your wares. We promote both the most popular blog content from the blog and also restricted content from the website including white-papers and such unintrusively on the side bar of the blog, so we can ensure all the content we create has the highest likelihood of being seen. This can also double up as *lead generation effort *if say your white-papers require some form of signing up to access.
Driving traffic back to the website
A good blogging strategy for any b2b company is to write engaging content for the support ecosystem of the industry you target and hope that what you put out with would drive interest in what you do. (see http://blog.kissmetrics.com or http://blog.hubspot.com for two blog’s that do this very well.)
When this does happen you have to ensure that your readers have a proper way to get back to your website. We do this with a sticky header that either promotes specific website content or simply gives out a link to our home page or elsewhere on the website. The Ghost blogging platform is perfectly customisable to include such elements of your choice.
Overdoing the links back to your website might get annoyingly intrusive, tread carefully. On the MineWhat blog the only open link back to the website is in the sticky header.
Driving customer engagement
All of us want the readers on our blogs to share content, hopefully even share it often enough that it goes viral. To even hope for this we should ensure that it is very easy for them to do so. To share any content from our earlier Tumblr blog a reader had to first locate the hard to find “share” button at the bottom of each article, click once to choose the options to share, click again to choose where you want to share the article, enter your login information and then finally share the article. Needless to
say this didn’t quite cut it, right now on Ghost sharing content takes simply two clicks.
Subscribing to the blog is made even easier if you direct readers to follow your account on twitter and then deliver content to them there instead of always pushing for a email based subscription.
Besides this asking questions through the course of any blog is also a nice way to encourage more active engagement. On that note, What do you guys think of the Ghost blogging platform? Are there any tips/tricks you used to get it up and running? Is there any specific technical issue you would like us to cover? Just let us know in the comments below.