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Last week, we hosted a “Blogging 101” webinar, where we took you through the why and how to start a blog for your organization. The simple truth is that companies that blog generate 67% more leads per month than those that don’t. If you’re looking to generate more potential members and eventually turn them into members, blogging is for you.

During the webinar, our Digital Marketing Manager, Jim Moorman, explained:

  • The various (and numerous) benefits of a blog
  • How to generate topics that resonate with your audience
  • How to optimize for search engines
  • And more!

With all the great content he provided, we ran out of time to answer all the questions that came in from attendees. So, here’s the full list of questions asked during the webinar with Jim’s responses.

Q: Are there topics you shouldn’t blog about?

As a general rule, I would stay away from anything too polarizing, especially if it’s politically related. As individuals, we have our own personal belief systems, but when we’re writing as the voice of a business with expertise around a particular product or service, injecting a political opinion can alienate readers who don’t share the same views and opinions. Additionally, I recommend steering clear of attack articles on competitors. While it happens, companies who openly “bash” competitors often come across as scared or insecure about their own ability to compete. Staying positive and highlighting your unique value propositions and client experiences will go a lot farther than expending that same energy railing against a competitor.


Q: How often should you share the same blog post on social?

If you’re regularly writing and publishing new content, the focus should remain on posting new items to social. There are occasions, however, when it makes sense to re-post old material. If you have older content new contacts haven’t seen on social, add it to the social calendar. If you wrote an article that has relevancy based on a current event, repost it with a mention to its applicability. For example… you serve members in the oil and gas industry and wrote an article on the impact of foreign oil production on fuel prices two years ago. Now, because of the pandemic, importing has slowed and domestic fuel prices have soared. Reposting that article now will engage readers as it’s speaking to the causation of the current event. Lastly, if you have seasonal articles that impact readers annually, feel free to repost every season.


Q: When sharing blog posts on social, do you recommend hashtags? What are the rules about hashtags?

Yes. I use https://www.all-hashtag.com/ to find current hashtags related to the topic on which I’m writing. Include no more than 3 hashtags per post. Hashtags are used by visitors on social sites to find all content related to a particular topic. #blogging #bloggingtips #bloggingtools


Q: Do you ever recommend sharing blog posts on anything other than social (forums, Quora, etc.)?

A: It really depends on the topic and audience. The goal should be to get the article in front of your target persona. Developing a deep understanding of your buyer persona’s habits will help when deciding where and how to share articles. Additionally, some clients use articles as part of their digital advertising, engaging new readers through any number of commonly visited websites. Lastly, one of the easiest, best, and most commonly overlooked ways to share articles is through one-on-one email contact. If you find yourself engaged in a conversation with a member or prospect and the topic of an article you’ve published comes up, offer to send it to them, or simply email them and let them know you thought they might find some value in it. Personal contact still goes a long way.


Q: How does guest blogging work and is it something we should consider?

A: Guest blogging simply means that you’re writing an article which will be published on a site other than your own. You can also host guest articles on your site. Guest blogging, when done properly, can be an excellent way to attract new visitors, clients, and members. Say, for example, you’ll be exhibiting at an industry trade show. If the show publishes a digital newsletter or program, guest posting there would be an excellent idea. It’s highly targeted and speaks directly to your personas. I would recommend shying away from guest posting on sites that don’t have an audience you’d like to capture. Also, only accept those authors and article topics on your site which will provide the same value to your readers that your articles would.


Q: Our website doesn’t have blog functionality. Do you recommend a specific blogging platform that we can implement?

A: The WordPress platform is the most widely used. I like WordPress for blogging because there are a ton of support options available. Additionally, there are a ton of great third-party plugins which can be “bolted-on” to your installation which will help you add value for your visitors and readers. Platforms like HubSpot are also fantastic, but are more costly to implement. Hubspot, however, does have integrated marketing automation functionality that WordPress doesn’t.

Have a question we didn’t cover in the webinar? Contact us today!


If you missed last week’s webinar, you can access it here in its entirety: