blogging for businessSearch for the term "blogging" and you will find millions of sites all promoting their own blogs or offering blogging as a service. Unfortunately, the expectations of success by blogging are greatly exaggerated.

According to Daniel Burstein, Director of Editorial Content for Marketing Sherpa, he confirms our opinion that business blogging may help organizations improve their search engine optimization (SEO) And while the more blog posts published, the more pages created that get indexed by search engines, if they are not authoritative blogs, they then lack the necessary "authority" that signals to search engines this blog has substance. He explains that Search engine optimization (SEO) is difficult for many reasons. For one, it is dominated by an opaque set of rules set by a dominant industry player. But another factor that makes SEO difficult is that it is not just one thing. SEO cannot be conducted in a vacuum. It is the essence of integrated marketing communications. It is both a subset of inbound marketing and a superset of not just technical specifications on a website, but also elements like content creation and social media marketing.

So, in the 2013 MarketingSherpa SEO Marketing Benchmark Survey, we asked marketers to…Please indicate the LEVEL OF EFFECTIVENESS (in terms of achieving objectives) of using social media platforms in your inbound marketing efforts.  The graphic here identifies the effectiveness being considered by today's digital marketers.

So for you to succeed in Blogging, think of your blog as a piece of real estate to place calls-to-action in order to generate new traffic. The purpose of course is to also develop a following of prospective buyers and followers who are potential evangelists or customer.  And a following with Blog Authority.

In your marketing grader report, your blog success will be measured by looking at the following signals:

Blogging Frequency and Authority

Content Length

Links to lead generation forms

Usage of images

Social Media popularity of the organizations blog posts

Proper usage of meta descriptions