If you want to increase your standing in Google’s eyes, it’s all about content creation. And to raise your SEO (search engine optimization) ranking on Google, you can title tag and meta tag your web pages till you’re blue in the face (and yes, that’s actually what happens, don’t ask me how I know). But unless you’re producing new keyword-rich and relevant content on an ongoing basis, Google’s just not crawling your site. You need to feed their spiders.
And for most companies, that means writing and posting fresh blog content on a regular basis.
If that’s you and you want to be good at it, you’ll need to setup a blog calendar. (Here’s a way to make that happen.) But remember that a calendar means nothing if no one’s managing it. You’ve got to delegate someone to own the process. You need, what I like to call, a Blog Traffic Manager.
And in my experience, there’s a certain type of person for this role. Here are some key characteristics to consider when choosing your Blog Traffic Manager:
This person will be directing a lot of cross traffic, making sure things are stopping, turning, and moving forward at the right pace. To run it well, he/she cannot be okay with chaos. Your blog traffic manager should be detail-oriented and needs to be able to keep themselves organized and on target in order to keep others organized and informed.
He/she must be deadline driven and be able to drive others toward their deadlines. This person cannot be okay with excuses and must find ways to keep people motivated and on schedule. Once you start letting things slide a little bit, it’s so much harder to snap it back into shape. Stay on top of it from the get go.
While it sounds a bit like being organized, this speaks more to his/her ability to review and post the finished copy. This person should be a good content editor—knowing basic grammar and spelling rules—and detail-oriented enough to ensure that the finished copy looks and reads well after placed on the blog and/or in email templates. Don’t be afraid to be picky.
Your blog traffic manager doesn’t have to be able to build a computer, but he/ she should know the basics of how to post content via your CMS and how to layout an email in your email software. Some basic coding knowledge is preferred.
Yes, this sounds like a rare combination, and it is. But the best person for this position should have a bit of strength on both sides of his/her brain. Your traffic manager should want to find creative ways to communicate as well as be interested in some basic data points that show how and when blogs and emails are performing. This will only lead to better content and engagement in the future.
It may be difficult to find a person who brings all these skills to the table, but some are key to making sure your blog strategy doesn’t die immediately.