Internet Marketing Digital_marketing_for_dummies | Page 109

content management system like WordPress or Squarespace, you can install social sharing
buttons that allow blog visitors to easily share your content with their network on sites like
Twitter, Facebook, or Pinterest. Figure 5-2 shows a blog post with high social engagement
and shares. The data-driven blogger can find inspiration and create content that mimics
posts with high social share count.
Source: https://www.buzzfeed.com/annakopsky/two-person-halloween-costume-ideas-you-have-permission-to?
utm_term=.cm7xOkVyM#.naZgR4NkG
FIGURE 5-2: A recent post from DigitalMarketer with high social engagement.
And finally, when distributing your content through an email newsletter, keep an eye on the
open and click-through rates on each email. Content that interests your audience gets a
relatively higher percentage of opens and clicks than content your audience finds less
interesting.
Use information pulled from your internal data sources to shape your content calendar,
prioritizing what the data tells you concerning your audience’s interests.
Establishing content segments
Your blog should not be reinventing itself from week to week and month to month. You
and your audience can derive more value from your blog if you create a predictable
structure to the types of content you publish. To offer a predictable structure, you create
content segments. A content segment is a blog post format that repeats on a set schedule
and follows a similar style and template.
You’re likely already familiar with content segments whether you’re aware of it or not.
The radio, television, and print mediums have used segments for decades. For example, the
Letters to the Editor segment is a staple of the newspaper industry that appears day after
day. Buzzfeed, an online social news and entertainment website, runs a daily post called
“Here’s What People Are Buying on Amazon Right Now.” Figure 5-3 shows Moz, a
company that creates SEO software and resources for digital marketers, featuring a weekly
video blog post called “Whiteboard Friday.”