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October 16, 2007

eMetrics: Blog Promotion and Measuring its Success by Manoj Jasra

By Alex Cohen

It's no surprise that web analytics bloggers have taken to blogging like, well, search marketers.  Manoj Jasra, himself a blogger and search marketer, took a step off the hard core analytics track to talk about his own personal trials and tribulation with blogging, promotion and measurement of his site and laid out some key considerations:

  1. Differentiation Does Wonders - In an ocean of noise, which voice stands out?  There are any number of tactics to distinguish yourself: content frequency, post depth, perspective, writing style, template design, topic choice or even regular features like podcasts or video.
  2. Relationships Rule The Day - The virtual and real-life relationships you initiate and foster hold great sway over your ability to continually build a base of subscribers.  For the blogger, you can leverage these relationships for awareness, networking opportunities, and even a perception of authority.  This depends, of course, on the quality of what you have to say.
  3. Measure Once, Blog Twice - The ultimate measure of your blogs success is whether or not you achieved your stated objectives, be that an invitation to speak, write or even just lots of readers.  When it comes to metrics, consider things like subscribers (including clickthroughs from your feed), comments, downloads of key content, links in, buzz and media mentions.   

Not every tactic is going to work for every blogger or every vertical.  You'll have to experiment with different approaches and see what sticks for you.  For his part, Manoj has had luck with a few things:

  • Turning hot posts into a series
  • Assembling valued information into a PDF for download
  • Reaching out to sites like Web Pro News to get syndicated (after establishing himself)
  • Testing, of course

For Search Marketing Gurus, Alex Cohen of Digital Alex


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