Three Ways to Enhance Your Blog's Lead-Generation Potential
Pace your publication schedule. Don't post at breakneck speed when you first launch, only to slow down once your initial passion wears off. Rather, maintain a steady pace with a consistent number of posts per week. "Like any good publisher, you'll need an editorial calendar," he says. "Plan several weeks in advance, but realize that you'll also need the flexibility to blog about business-relevant hot topics as they come up."
Vet your sources. You might accept contributions from a variety of sources with a variety of voices—but posts should conform to general standards of quality and tone. It's OK to reject submissions that don't fit. "Establish official content guidelines and an approval process that your employees can reference during content creation," notes Greenleigh, "and use this to inform and explain your approval decisions."
Edit your content. Sloppy typos undermine your credibility, so make copyediting an important part of the publication process. "[Microsoft] Word or another word processer [sic] should be used until the post is ready to go up," he says. "[N]ot only do you then have backup copies, but Word's editing features are more robust than those of WordPress and most other platforms."
The Po!nt: Blogs have become serious business—and though they're still less formal than many content-marketing channels, they still need your careful and consistent attention.
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