A Blog Strategy Can Grow Your Business

The depth of content an organization has on its website or blog contributes positively to its SEO. How established your digital presence is online correlates directly to your sales funnel.

Maybe it’s obvious that user-friendly websites, dedicated social media channels, and claimed business listings are vital tools every business should have in its digital toolbox.

But one of the best tools any brand can and should use is one most don’t use well: blog strategy.

Blogging Matters

Many organizations treat their blog as a catch-all for content without a home. Often, creating blog posts feels like an obligation to the business, which translates to posts that read like an afterthought to the customer.

Blogs are tools, and any blog post should work for the business. Each post should be a piece of a broader strategy.

Your website’s blog is more than a digital catalog of your brand’s opinions, insights, and how-to guides. When done right, a blog is a core tactic for amplifying your brand’s digital presence.

Your blog strategy should…

Address your website’s SEO shortcomings
Showcase specific products and services
Provide the opportunity to cover new topics of interest to your target audience
Supplement your other digital marketing tactics
Create touchpoints that move users through your sales funnel

Its Strategy Matters, Too

When devising a blog strategy for your business, there are two steps. First, outline clear and empirical goals that measure the effectiveness of your efforts. Second, deploy the suggestions we have outlined below.

Increase Website Traffic. You can increase traffic to specific pages by using SEO tactics to write blog posts. Consider comparing website traffic 30 days before and 30 days after you’ve begun publishing tactical blogs to measure the increase.
Boost Keyword Rankings. Whether your business is new or established, keyword rankings fluctuate. The primary goal of your blog strategy should be to identify low-ranking keywords and create content that elevates them. Each blog should focus on one keyword—not many. This focused approach, partnered with well-written content, can boost your keyword ranking to improve your search engine ranking.
Build Brand Awareness. Your brand identity visually separates you from the rest of the pack. Creating a blog strategy highlighting your brand’s visual elements can reinforce your brand to new and existing audiences. This helps your products and message stand out to prospective customers.
Create Additional Content. Blog posts offer your audience content beyond the existing pages on your site. When written strategically, they help draw traffic and move visitors through your sales funnel. But they can do much more. Share your blogs across social channels in engaging ways, through LinkedIn posts or as Instagram Stories and Reels. This drives social interactions and builds followers.

Blog Best Practices

Like the other facets of marketing, blogging trends ebb and flow, meeting the changing digital landscape.

But, a blog strategy is only as good as the keyword research that goes into each article.

There might not be a one-size-fits-all instruction manual at the ready, but there are some best practices that can help make the most of your blog:

Link Up in Each Blog Post. When creating blog content for the web, it’s essential to treat your blog like a spider’s web, connecting sections of the article with other pages. Each post should include several hyperlinks to provide readers with easy access to referenced services or other relevant content, and those hyperlinks should consist of URLs that are on your site and URL that are not.
Create Engaging Assets. Blog posts need to be 1,000 words long to do the heavy lifting of SEO. Your supporting visual aids should be worth a thousand words as well. Blog posts without imagery only work for particular business sectors, most of which are B2B. While the words within the blog satisfy web crawlers, visual assets are needed to keep readers engaged. Visuals break up text, help the reader retain more information, and provide a deeper understanding of your product and brand. Additionally, visual assets increase the amount of time a reader spends on your site, which is an explicit goal of Google Analytics 4 (GA4).
Build Query-Based Blogs. The highest-performing blogs answer questions. Identify what types of questions, queries, and searches your target audiences are doing online (on your website and elsewhere) and publish blogs providing direct answers. As an added benefit, you can expect this content to increase your website’s SEO ranking.

We’re Your Publishing Partner

Not every business owner is the best with words—or has the time to dedicate to developing and maintaining a blog strategy and schedule. That’s where we come in.

Assisting you with developing blogs and other web-based content—including infographics and videos—will elevate your brand as an authoritative source of information and bring quality traffic to your website.

Our integrated approach to digital marketing starts the way every strategy does: We define clear goals, metrics, and target audiences to drive actions that provide results. And then we learn and adjust.

Take the first step toward building a smarter blog strategy and start a digital marketing project with us.