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            "title": "How To Avoid Wasting The Potential Of Your Company Blog",
            "description": "Blogging on behalf of your company gives you the unique opportunity to demonstrate...",
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                "published": "<p><img alt=\"\" src=\"http://www.relevantize.com/avoid_wasting_blog_potential_main.png\" width=\"568\" height=\"237\"></p>\n<p>Blogging on behalf of your company gives you the unique opportunity to demonstrate the personality, knowledge and industry position that your brand embodies. &nbsp;Creating a company blog allows you to communicate with customers and potential clients through a brand new medium while also demonstrating that your business is not solely focused on sales and revenue. However, it is quite easy to squander this opportunity with bad blogging practices that may not be immediately obvious during your initial endeavor into the blogosphere.</p>\n<h3>What&rsquo;s The Harm?</h3>\n<p>In theory, you can write about whatever you like, however you like on your blog; after all, it&rsquo;s your company&rsquo;s distinctive brand that you want to accentuate. But keep in mind that everything from the content you choose to the tone of your writing to the layout of your blog can either positively or negatively influence how the public perceives your company.</p>\n<p>A blog is your chance to share the unique perspective of your company with readers and customers. A well-tuned company blog can do wonders for your brand image, but a careless blog can be quite detrimental. If you don&rsquo;t take care to minimize blogging mistakes, readers will not value your word as greatly. Something as simple as spelling errors or grammatical inconsistencies can turn a potential customer off of your brand, simply because it shows you don&rsquo;t care about the details.</p>\n<p>Additionally, if your blog is not well thought-out or does not offer interesting and relevant content, it will be unlikely to attract a stable audience of returning readers.</p>\n<h3>Common Blog Mistakes You Don&rsquo;t Know You&rsquo;re Making</h3>\n<p>So what are the most common mistakes made by companies new to the world of blogging? Unfortunately, the fact that you have successfully created a blog doesn&rsquo;t necessarily mean you&rsquo;re ready to begin posting content. Before you get started, it&rsquo;s best to do some planning (such as creating a content calendar to visualize your posting schedule) and research into the <a href=\"http://www.uberflip.com/blog/how-to-effectively-manage-your-blog\" target=\"_blank\">best blogging practices</a>. Here are the most frequent blunders made by inexperienced business bloggers:</p>\n<ul><li><b>Copying someone else&rsquo;s tone or voice.</b> The goal of your blog is not to mimic what your competitors have already done; this is your chance to let your individuality and unique brand culture shine through. Being authentic and consistent in your writing is crucial to promoting your specific brand and company ideals.</li>\n<li><b>Sloppy editing or lack of proofreading</b>. Nothing kills your online reputation like an inability to distinguish &lsquo;their&rsquo; from &lsquo;there&rsquo; or &lsquo;who&rsquo; from &lsquo;whom.&rsquo; Although grammar and spelling may not seem as important as the message of the content, poor editorial skills are detrimental to a blog. Improper spelling or incoherent sentences tell your readers that your company either doesn&rsquo;t notice or care about details.</li>\n<li><b>Focusing on product promotion over quality content</b>. Yes, marketing is important; but your company blog is not the place to tout about your products or services. Instead, work on generating content that is interesting to clients and relevant to your industry in a way that positions your company as a reputable source of information.</li>\n<li><b>Blindly abusing SEO practices.</b> Regardless of whether or not it will help with search engine rankings, cramming keywords into your content will not impress your audience. Quality content will bring visitors to your site, but over-the-top attempts at SEO will deter them from ever returning. It&rsquo;s a good idea to use a select number of SEO practices, but this should never involve sacrificing the quality of your content.</li>\n</ul><h3>Good Practices To Keep In Mind</h3>\n<p>Now that you&rsquo;re aware of the most unsavory blog practices that you should avoid, let&rsquo;s focus on what you can do to improve your company blog even more. Here are a few tips for professional business blogs in general:</p>\n<ul><li><strong>Maintain authenticity.</strong> Most of your blog readers will already be interested in your brand, so you don&rsquo;t need to sell yourself or change your image to gain interest.</li>\n<li><strong>Diversify your authors.</strong> Employees from all level of the organization should be encouraged to contribute posts for the company blog; recruiting guest bloggers can also bring new perspectives to your site and ensures you won&rsquo;t run out of fresh ideas.</li>\n<li><strong>Post articles on a regular basis.</strong> Frequent updates will garner more attention for your blog; even loyal customers will lose interest quickly if it seems that your site is inactive. A content calendar is an excellent tool to help you schedule regular posts.</li>\n</ul><p>What are your blogging best-practices? Let us know in the comments!</p>",
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        {
            "id": 56517,
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            "title": "How to Tell if Your Marketing Strategy is Working",
            "description": "When your business started to grow, you created a marketing plan to help it keep...",
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                "published": "<p><img alt=\"\" src=\"http://www.relevantize.com/measuring_success_main.png\" width=\"568\" height=\"237\"></p>\n<p>When your business started to grow, you created a marketing plan to help it keep growing. Now you&rsquo;re investing time and money putting that plan into action. How do you know if your investment is paying off? With so many tools available, how do you know which ones will help your ideal customer find your business and choose your products?</p>\n<p>Your marketing plan sets out your goals, and your marketing strategy helps you identify ways to achieve them. Your marketing strategy should evolve and change, adapting to what works and what doesn&rsquo;t. Are you unsure where to start or what to look for to find out if your marketing strategy is working? Here are some suggestions for measuring your success.<b></b></p>\n<h3>Ask the Right Questions</h3>\n<p>Joanne Sallay is the Director of <a href=\"http://www.teachersoncall.ca/\" target=\"_blank\">Teachers on Call</a>, a personalized home tutoring service with more than 25 years of experience.&nbsp; Teachers on Call&rsquo;s Ontario-certified teachers specialize in providing one-on-one instruction in all subjects and grades throughout the Greater Toronto Area. &ldquo;How do we track our success?&nbsp; It is really simple,&rdquo; Sallay explains. &ldquo;We <span>always</span> ask our clients how they heard about us and track this information internally.&nbsp; This helps direct and shape our marketing strategy.&rdquo; In her role as Director, Sallay is responsible for enacting the company&rsquo;s marketing strategy. Her role includes choosing where to run ads, creating digital content and overseeing the company&rsquo;s use of social media.</p>\n<p>To keep her strategy in line with her target market&rsquo;s interests, Sallay knows it&rsquo;s important to ask the right questions. Keeping track of which parts of your strategy turned page views or clicks into actual sales is a critical tool in measuring the response to your marketing strategy. Asking your customers how they found your business provides you with valuable data, and you or your employees can easily incorporate this question into online order forms or everyday interactions.</p>\n<h3>Understand Which Numbers Matter</h3>\n<p>&ldquo;It is very easy to get lost in analytics, but measuring the conversion rate of potential clients to actual clients is key,&rdquo; advises Sallay. Whether you are advertising in print or using social media to share your message with your fans or followers, you are wasting your time and money if you aren&rsquo;t seeing results. Set goals for each channel you use and track your success rate with each one, using internal checks or online data.</p>\n<p>Keep records and set goals for how much business different marketing tools should be generating and compare them to your existing numbers. Reviewing this data will help you determine the most effective way to turn potential clients into <i>your</i> clients. It will also help you reevaluate your strategy and determine if you should stop using a particular medium or put more effort into another part of your plan that&rsquo;s achieving great results.</p>\n<h3>Measure Interest Directly With Original Content</h3>\n<p>Sallay suggests using original content to keep clients interested and engaged with your brand. &ldquo;In addition to traditional marketing,&rdquo; she says, &ldquo;our approach is to engage our clients by creating original content that we share on our blog, social media and our quarterly newsletter.&rdquo; Using original content isn&rsquo;t just a great way to offer something new and interesting &ndash; it also allows you to directly track reactions from potential customers to certain ideas or offerings.</p>\n<p>You can measure the number of likes, retweets and shares you receive and use analytics to see which items generate the most interest and response. You can also see which content encourages users to explore your website and product offerings, and where they look when they visit your site in response to these posts. Link trackers like bit.ly and ow.ly or the services offered by Google Analytics are great ways to see where your content travels and how it&rsquo;s shared and used.</p>",
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