What is the purpose of your blog?

The purpose of a blog is not easily defined, and every business should  have its own set of documents describing the purpose, aims, objectives and intent of  their own company blog.

 

When documenting the purpose of your blog be sure to have your business plan handy, as the company purpose, aims, objectives and intent will be used to describe the purpose, aims objectives and intent of your blog.

 

Document your blog and change your attitude to blogging

Once you have taken the time to document the purpose, aims, objectives and intent of your blog, you will find it an awful lot easier to  write clear instructions for your content creators , and ensure that the content that they create and assemble is more suitable for your intended target market audience.

 

From a FUFISM based  marketing perspective the primary purpose of your blog is to act as a supplemental marketing strategy to your website, and support the purpose, aims, objectives and intent of your website.  Your blog will of course have many secondary purposes just as your website has many different secondary purposes.

Your blog should be viewed as an essential asset that acts as part of your online presence, and be treated as the second most important online communication channel that you own, remembering that your web site is the primary online communication channel that you own.

One of the more important purposes of your blog,  should be to act as a link building, and content marketing  channel for your web site. Your blog and your web site are owned by you, making them your digital assets, whereas your social media is just leased online space, where you have very little control over the activity that takes place there.  You have total control over your blog and your web site, so you can dictate the activity that is allowed to take place within these two digital assets that you mange and control.

Your blog should also complement your website and act as a content marketing platform for your web site, where you add extra value to the content and context  of your web site by expanding the conversation started in your web site, through posts and pages in your blog,  that attract comments and on going conversations around specific topics as listed and discussed in your web site.  These conversations should then be extend to the social media, so that the social media may then be used as an extension of your blog to market your online content within your web site further and in more detail,  to the search engines as well as  your intended target market audience.

Your blog should also be used to solve consumer issues with your products, services and related information flow patterns , by answering specific questions picked up through your social listening tools, or queries raised by your audience within the online environment.

 Your blog is not a sales house, and you should not be pushing sales within your blog, but rather sending viewers to your sales pages within your web site, from blog posts that form part of your sales funnel, or pages within your blog that are dedicated to sending visitors to specific landing pages within your web site.


You should have a blogging policy, and a set of documents describing the purpose, aims, objectives and intent of your blog.  This set of documents should also descibe where your blog fits into your totsal marketing plan, along with who is in charge of the SEO issues, and how these are integrated into your web sites SEO issues, as well as how your blog will be integrated into your social media marketing tactics along with the marketing roles played by
1) your web site
2) your blog
3) your social media tactics
4) your offline marketing tactics and staregies


Besides direct marketing, content marketing, link building and SEO (Search Engine Optimization)  issues your blog should also play a number of other important roles in many other areas of your business including but not limited to

• public relations issues
• after sales issues
• customer education issues
•  community building issues
• business networking issues

The power of your blog should not be underestimated, and you should review and update the documentation describing the purpose, sims, objectives and intent of your blog at least once every three months, but once a month would be best practice. 

What impact does SEO have on your conversion issues

During the writing of my book on #FUFISM  the question of the impact of SEO on conversion and marketing funnels and how your two separate SEO teams need to collaborate and co-ordinate their efforts in a manner that best impacts on your SERP's (Search Engine Results Pages)  came up in a few different areas, so needs to be addressed.

I would like to share this preliminary quote from the book with you and solicit some conversation around these issues so that I may have a deeper understanding of how technical I need to make this small section, which will be about three, perhaps four pages in the book.

FUFISM is a marketing philosophy where the social media is the primary driver of your link building campaign and plays a major role in your SEO policy and all marketing strategies, both online and off line.   to read more about FUFISM read here

Start Quote

One of the biggest issues within the SEO INDUSTRY is for the copy writer and associated visual content creators to understand which portion of the sales funnel or conversion funnel that they are working on, when they work on the content of any specific page.

Each visual content creator as well as the copy write, r and every member of your IPSEO (In Page Search Engine Optimisation) TEAM,  as well as all others who work on your In Page Search Engine Optimisation issues,  need to receive their own individual marketing brief.

You also need to ensure that these individual efforts and related issues,  are  properly documented,  showing purpose, aims and objectives, so that those who will be doing your OPSEO or Off Page Search Engine Optimisation can properly understand the specific target market and primary CTA or call to action which the public relations team and associated marketing management  have laid out, and documented in their marketing action plan., which they expect the OPSEO (Off Page Search Engine Optimisation), implementation team to follow through with.

If these contributors to either your IPSEO (In Page Search Engine Optimisation) or OPSEO  (Off Page Search Engine Optimisation) for your online content get things wrong you can end up in real trouble real soon as far as your SERP’s (Search Engine Results Pages) are concerned. The issue is that these have very significant impacts on your bounce rate when a page is opened from the SERP’s or Search Engine Results Page, then closed or not viewed. 

Viewers (your target audience) will quickly close the page in question or go back to the SERP’s, if what they see is not what they are looking for. This action by your intended target audience will result in the search engine giving the page in question a poor bounce rate and associated trust factor signals.  This will soon start to have an impact  on the SERP’s for this particular page, and it will slowly drop out of the SERP’s as soon as the so called QPFS or Query page freshenes score,  starts to wane with age. Remember that a fresh page always has a big boost in the SERP’s due to this QPFS which is a significant SEOVI (Search Engine Optimisation Value Indicator) that looses value over time on a logarithmic scale.  Many SEO practitioners do not take this into account and very few ever tell this to their client base.

This slow drop in the SERP’s is not serious at first, but as the associated trust factors start to filter through into your page’s semantic foot print over a week or so, this suddenly starts to impact on a wide variety of other issues, such as page rank, site rank as well as many different author and publisher  related SEOVI (Search Engine Optimisation Value Indicators) that are connected to trust factor issues, which makes this a very serious site wide issue.

If your web site has other such pages where the bounce rate is unduly high, these issues become ever more important to understand and fix. We will not discuss actual conversion processes or sales funnel techniques here, but this section is just to advise you that these things need to be taken into consideration, and as your specific target market for your SEO varies according the the product, service,  information, or specific online content that you want your intended target market to be exposed to, and what the primary call to action statement within that comment is, needs to be evaluated very closely when doing SEO for any specific online content..

It thus follows that knowing about specific issues associated with conversion rates and sales funnels need to be understood by your marketing team, and also documented in the over all marketing action plan.  This is essential so that one has the tools and the necessary documentation to fix any errors that may creep in and have a negative impact on your total SEO STRATEGY.

Your Social Media marketing team who are the primary OPSEO (Off Page Search Engine Optimisation) drivers need to use the documentation associated with target research and associated point within your marketing / sales funnel to do their job right, as this will give them a deeper understanding of the copy and associated links that they will insert into their social media posts. Here the sequence of events leading up to that specific point in the conversion process must be clearly understood, so as to ensure the highest possible conversion rate for that page in terms of clicks on page so as to have excellent bounce rates.

It must also be noted that pages with higher conversion rates tend to climb higher in the SERP's as the trust factor signals associated with the page in question grow to a favorable bounce rate.

End quote

Leaving your comment here or in a social media post using the hash-tag #FUFISM will be truly appreciated. I use the the mention social media marketing tool to keep track of these issues, and should respond within 24 to 48 hours

Basic information flow issues for FUFISM based marketing

FUFISM INFORMATION FLOW PATTERNS

FUFISM  is a marketing philosophy where the social media forms the core element in your marketing strategies and is integrated into your total marketing plan as the main communication platform which is dictated by company policy. 

#FUFISM is an acronym for Functional User Friendly Integrated Social Media, and is a very far reaching  marketing strategy which includes all the different aspects of SEO (Search Engine Optimisation) and is extremely target market focused. A FUFISM based marketing campaign originates with the management deciding on a  product / service or idea that they want marketed, then giving the marketing team a directive to develop a strategy that would achieve the purpose, aims and objectives within the company's marketing policy framework.

The marketing team will then establish a target market audience and generate some content around the product / service or idea that the management has instructed them to market, which is target market specific.  Once they have the content and have established a content marketing strategy, the marketing team would start by establishing a web page or group of web pages where the target market focused call to action statement and the conversion funnel end point are accommodated.

Next step is to write one or more blog posts marketing the web pages in question, which is followed up by using the social media to market both the blog posts associated with the web pages as well as the web pages themselves.  This is then backed up with the necessary social media links and social media platform specific logos being added to both the web pages and the associated blog posts.

You would now have a three pronged marketing strategy with 

1. a web page or group of web pages as the base
2. A blog that backs up the web page / pages and interacts with your social media platforms.
3. One our more social media platforms that promote and interact with both the blog and associated web pages in ways that the intended target market can reach out to your staff and communicating directly with the appropriate  employees in your organisation through online based forms in your website, on your blog or through the aspects of the social media platform that you have used.