At the heart of almost every content strategy is a blog. It may not be called a blog, in fact often it will be separated into a standalone sub-brand, but having a home for your content on a domain or subdomain that you own is essential to almost every content strategy.
Blogging can be a powerful tool in your business’s digital content marketing strategy. It can help drive traffic, engage customers, establish authority, and provide thought leadership. Other benefits include:
To ensure your blog contributes significant value to your broader digital marketing strategy, there are some key strategy considerations that you’ll want to think about:
Identify your business’s goals for the blog. You may want to increase website traffic, generate leads, improve brand awareness, or showcase expertise in a specific niche. You also need a deep understanding of your target audience and the questions they may have about your business/industry to ensure you’re creating content that has value for them.
Plan a content calendar with topics that align with the business’s goals and target audience’s interests. Your calendar should incorporate a mix of informative, educational, entertaining, and promotional content. Consider using keyword research to optimise blog posts for search engines.
Establish a regular publishing schedule (e.g., weekly or bi-weekly) to maintain readers’ interest and keep the blog fresh. Ensure that you stick to the schedule, and be consistent in delivering quality content.
Write high-quality blog posts that offer value to the readers. Use storytelling, visuals, and multimedia to make the content engaging and shareable. Always make sure you directly address the pain points of your target audience, and provide them with solutions.
Share your blog posts on social media platforms to reach a wider audience. Utilise email marketing to notify subscribers about new blog posts. Collaborate with influencers or other blogs to amplify reach.
Use web analytics tools to track the performance of blog posts. Analyse data to understand which posts perform well and resonate with the audience, and use insights to refine your content strategy and improve future blog posts.
Frequently Asked Questions about Blogging
Aim for consistency. It’s better to publish quality content regularly, such as once a week or bi-weekly, rather than irregularly. Find a publishing schedule that suits your resources and stick to it.
Create content that addresses your target audience’s pain points, educates them, and offers solutions. Mix informative articles, how-to guides, industry insights, case studies, and engaging stories related to your products or services.
Promote your blog through social media channels, email newsletters, collaborations with influencers or other blogs, and internal links on your website. Engage with your audience and encourage sharing.
Yes, blogging can generate leads by attracting potential customers with valuable content and using effective calls-to-action (CTAs) in your posts to guide them towards relevant offers or sign-ups.
Use web analytics tools to track metrics such as website traffic, time spent on page, bounce rate, and conversion rates. Monitor engagement through comments, social shares, and leads generated from the blog.
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