What role do blogs play in your digital marketing strategy?

Blog content has long been a foundation for a successful digital marketing strategy. However, the rules have changed with respect to the structure of that content. It’s no longer enough to create blogs that are simply carrying keywords. An audience based content marketing strategy is the best way to see success from blog content and requires the creation of engaging content that is designed to do more than simply getting keywords onto a web page. Blog content that performs in terms of SEO and conversions necessitates a little more effort.

The role of blogs in a digital marketing strategy

If you’re able to refine an audience based content marketing strategy that really works then the benefit to the business can be extensive.

  • Driving traffic to your website. Search engines like regularly updated content that is designed to be genuinely useful. Every blog post means one more indexed page on your website that demonstrates to search engines that your website is active.
  • Fuelling your social media presence. Shareable, interesting blog content can drive social success and social success can drive traffic and conversions.
  • An opportunity to generate new leads. Include a call to action in each post to improve conversions.
  • Establish your brand as a go to on a particular topic. If your blogs are genuinely useful and helpful to customers or site visitors they will view you as an authority and repeatedly return.

Refine your content marketing for 2018

Move away from using blogs as a keyword vehicle and start creating something genuinely engaging instead.

1. Identify goals for your content. Make them specific and achievable (e.g. increasing web traffic) and put a time limit on each goal.

2. Understand who you’re targeting. Getting to know your audience is crucial for audience based content marketing. Who are they, what are they talking about online, what are their needs and what kind of content are they most likely to engage with?

3. Make sure you know why your brand is unique. This is the linchpin for audience based content marketing – your USP. What differentiates your brand, makes you stand out and gives you a competitive advantage - and what can you offer that others can’t?

4. Identify the right angle. This will be the angle from which you create all your blog content. It is a combination of your audience knowledge and your USP and will ensure that all the content you create appeals to your audience and is true to your brand.

5. Don’t forget those keywords. They are still important for SEO but should not be the foundation of your content brief.

6. Think about your topics. Spend more time deciding topics and titles than on your keywords – this will yield far more interesting blog content - and use the angle you’ve identified to ensure that your pieces are consistent.

7. Create a content calendar. Once you start down the road of blogging you need to ensure you are publishing regular content, aligned with seasons or events, to keep your audience interested.

We have a wealth of experience with content marketing and strategy – contact us to find a new way for your business to benefit from working with blogs.

Author: Steve Pailthorpe - Follow us on Google+