Running a blog may have once (in the long-ago time called the ‘90s) been a fun way for individuals to share their thoughts on the internet, but today it’s an essential part of doing business. Companies using a strong blog marketing strategy are more visible to their target viewers, establish better brand expert in their industries, and eventually earn more revenue.
That’s right — companies with weblogs make more money by earning 6x the conversion rate of companies without them.
But the blog alone won’t get you those kinds of results. It is your blog marketing strategy that transforms your blog into a tool that can yield real marketing ROI . Plus like any strategy, it takes period and planning to develop and get right.
In this article, we’ll walk through the essentials of a blog marketing strategy, its many benefits, and 6 actionable steps you can take to develop yours right away.
- Marketing and advertising professionals report organic visitors and blog content creation to become two of their top incoming marketing priorities.
- Only about 25% of companies that weblog are confident it delivers them strong results.
- Important benefits of a strong blog online marketing strategy include higher search engine rankings, a lot more brand awareness, and a collection of shareable content.
- The initial step to building a blog online marketing strategy is knowing the larger objective behind your blog.
- Marketers can use existing templates to build weblog content calendars and function plans.
- Most companies outsource article marketing to agencies with more assets and experience.
- Every blog marketing strategy should include active efficiency metrics tracking.
What is a blog online marketing strategy and why do you need a single?
A weblog marketing strategy is a plan for publishing, sharing, promoting, and using your blog content as part of your overarching marketing strategy . It levels up your blog’s performance potential and can make it a tool for enhancing other strategies you’re already employing.
A recent survey found that 60% associated with marketing professionals identify weblog content creation as one of their top two inbound marketing priorities. It was beat out only simply by “growing SEO and natural presence, ” both which are largely driven simply by maintaining an active blog along with valuable content.
Source: 310 Creative
At the same time, there exists a huge disparity between the percentage of companies that say their blog delivers marketing and advertising results ( 79% ) and those whom report those results to become “strong” (25%).
Source: Fit Small Business
Publishing weblog content without a blog marketing strategy behind it is like shooting in the dark. To make your blog articles truly effective, you need to be sure it reaches the right target audience (which won’t be the same for every post), covers topics your customers actually care about, plus employs SEO-driven tactics to earn high Google rankings , as well as the relevant organic traffic and leads that come from it.
You don’t have to be among those companies that’ s uncertain of their blog ROI. Using the right approach to executing your website marketing strategy, you can be certain your work will pay off in spades.
The benefits of a great blog marketing strategy
Better search engine rankings
Did you know that 93% of all on the internet experiences begin with a search engine? If your blog posts aren’t at the top of search engine results pages (SERPs), you’re likely losing out to competitors.
Blog marketing techniques employ keyword research and other SEO-driven tactics to create content that is both authentic plus designed to earn high search positions. In turn, your blog content hard disks more organic search traffic and earns more leads and conversions.
Increased brand awareness
Another benefit of an SEO-driven weblog marketing strategy is higher brand awareness . Higher SERP rankings suggest more people will check out your website. Your blog content can also be highly shareable (more upon that shortly), meaning it can be shared in other places exactly where even more people can see this, like on social media platforms and in emails.
All of this combined makes your own brand more visible plus able to build stronger brand name recognition over time. Brand awareness also drives more word-of-mouth marketing , widely known to be the most impactful type of marketing for B2B and B2C consumers alike.
Strong brand authority and trust
Brand authority happens when your company is considered to be an expert in your industry or even niche. A blog online marketing strategy helps you build brand authority by covering the right subjects and publishing content that ranks highly.
Over time, these high search engine rankings also help with link building , or the exercise of earning links from other high quality websites back to your content, which in turn builds even more brand expert. A virtuous cycle starts.
Library associated with shareable content
Shareable content is just what it sounds such as — content that is simply shared in many different places. In the digital marketing world, this mostly means upon social media and in emails, however the possibilities don’t end there.
Your sales team can leverage blog articles in a number of ways during the product sales process. Potential customers may talk about it by text or even direct message with people they know. It can be included in newsletters, on discussion boards, and in on-line industry groups among other places.
The point is, the blog marketing strategy helps you create a valuable library of shareable content built with intention.
Means to grow your market
While content marketing is not about simply casting the widest net possible, a blog online marketing strategy has the balanced effect of creating high visibility for the right viewers in the right places and at the right time.
At it’ s core, your blog marketing strategy is really regarding helping your blog deliver value to its audience. Once you grow your audience strategically in this way, you start to see bigger leads to other places, many of which we mentioned already (leads, conversion rate, sales, and revenue).
6 steps to creating your blog marketing strategy
Know your “why”
The first step to creating the blog marketing strategy that works would be to put a purpose behind your site. Ask yourself: why does this blog can be found in the first place?
Maybe it’s to educate and notify, or cover current news and events, or tell customer stories, or showcase products. Likely it’s a mix of more than one of these, but you need to find out which are relevant for you.
Once you do, you can determine the kinds of topics that will fulfill these purposes, do your keyword research, and develop a list of game titles for your articles.
Set up your blog site
The way you set up your actual blog site can impact the success of your blog marketing strategy. Steps like adding your blog to your website’s main navigation, adding showcased articles to your homepage, developing article templates, and designing your main blog page are critical for optimizing user encounter on your blog and making it easy to find.
Have a look at our article on setting up your company blog for a step by step guide to this process.
Create a plan
Equally important as your weblog marketing strategy is your plan for performing it. You need to know who will deal with and write for your weblog, your publishing schedule, just how it fits into your bigger content online marketing strategy , and which efficiency metrics you’ll monitor. It is a lot to keep track of, plus it’s nearly impossible to do it with no formalized plan.
Fortunately, you don’t have to reinvent the wheel here. There are many content marketing and advertising templates you are able to download and customize to fulfill your specific planning needs.
Publish awesome content
Now for your fun part! It’s time for you to actually create content your own audience will love. If you’ve taken the right steps to prepare, you will have an extensive list of topics to hide and a plan for doing it. Actual content development is time-intensive and requires ongoing knowledge about how to optimize this for search and readability.
Some brand names have internal content teams that can handle it, several (about 70%) actually decide to outsource content creation to an company like ours with more resources and experience. Contrary to common belief, outsourcing is often more cost-effective than creating content material in-house, both because it decreases overhead costs and because it increases the ROI you earn from your content.
Amplify your blog content
You already know about shareable content — now it is time to incorporate it into your blog marketing strategy. Amplify your site content by sharing this across all of the channels you utilize to communicate with customers. I actually recommend sharing every article on your social platforms plus encouraging your employees to complete the same. The more you enhance your content, the more people who view it, and the bigger your brand’s audience becomes.
Track your performance
Last but definitely not minimum: performance tracking should be an energetic part of every blog marketing strategy. Brands that take a data-driven approach to their content strategy are better able to capitalize on success, identify complications earlier, operate with agility, and create content that when calculated resonates with their audience.
Don’t be one of those companies that does all the work without ever knowing if their strategy is really working. Identify the metrics that are most important to your business and build in procedures for measuring and analyzing them frequently. SEMRush developed this really valuable list of content marketing metrics that needs to be on your list:
Image Source: Semrush
Enhance your weblog marketing strategy with great content
You can’t come with an effective blog marketing strategy with no great content to power it. The good news? You don’ capital t have to handle content creation by yourself. Marketing Insider Group’s group of writers and SEO experts can deliver you optimized, ready-to-publish content each week for one year (or a lot more! ). Check out our SEO Blog Writing Service or even schedule a quick consultation with me to learn more!
The particular post How you can Develop a Beautiful Blog Marketing Strategy appeared 1st on Advertising Insider Group .