How to create a blogging strategy that builds your brand

2018/06/08 08:00

create a blogging strategy that builds your brand

Many bloggers start blogging without a well thought out blogging strategy but just like with everything in the business world, the key to success lies in the planning.
A dynamic blogging initiative should not be confused with a blogging calendar. A solid blogging strategy covers the following key points: the desired outcome of the blog, target audience and ideal buyer persona, keywords, blog management, favorite marketing channels that will be used for promoting blog content, frequency of blog posts, competition, metrics, and analytics.

Deciding on the short and long-term goals

If you have decided to set up a corporate blog the first step should be mapping out your short-term and long-term goals. Take a moment to ask yourself these questions:

  • Am I trying to increase exposure?
  • Am I trying to build thought leadership in my industry?
  • Do I want to generate new leads for sales?
  • Am I looking to increase the search engine visibility?
  • Or is it a little bit of all of these?

These are the long-term goals, and each and every one of them is completely doable. However, once you have set up the long-term goals in place, then you should focus on the short-term ones. The short-term goals are small steps towards the long-term.

Defining the core audience

Know your audience. To effectively create engaging and relevant content for your readership you need to know who your audience is. This way you will be able to understand their concerns, business problems, and job priorities. You could tailor your blog content to those people who are likely to make purchases from you, in the end, your blog should be a lead conversion tool.

Understanding your audience is essential to developing your content strategy

The Edelman Group has recently surveyed over 11,000 people from 8 different countries that had engaged with brands online in the previous year. According to their study, more than half felt brands are failing to clearly understand the fundamental motivations and concerns their customers have.

Creating potential customer profiles helps the people behind company decision making to get in the shoes of the customer. You can research your personas by creating forms to use on your website, interviewing customers either in person or over the phone or by taking into consideration the feedback received from your sales team on the leads they are interacting with.

Blog frequency

Blog contents creation

How often should you post?

As you set up the editorial calendar, you should take into consideration your monthly traffic and leads goals. Based on this info you can calculate how many blog posts you’ll need to publish to reach them. Here is some relevant data that will help you the blog posting volume for your business:

Impact of monthly blog posts in inbound marketing

So when asking yourself how often should you blog, first decide the kind of growth you are looking for:

  • For maximum growth: post 3-4 times a day.
  • For steady growth: post at least one blog post on a daily basis.
  • For slower growth: publish at least every 3 days or 2-3 times per week.
  • For very slow growth: you could post 2-3 times per week.


Did you know that the search result found in #1 position on Google gets 33% of search traffic? According to the same study performed by the online ad network Chitika, page 1 search engine results lead to 92% of all traffic. The traffic drops off dramatically for page 2, it is diminished by a whopping 95 percent?
Here are some more impressive statistics and facts that will show you the importance of having a website and blog post that stands out:

  • Each day 50.000 new WordPress sites added daily.
  • Google handles over 40,000 search queries a second

If you want to cut through search result clutter and outrank your competitors, you need to do a proper keyword research. so your customers find you.
You can start by putting together a list of 5-10 keyword groups you want to rank for and their associated long-tail keywords.
There are several tools that can help you generate a brief list of keywords. Google Trends is a keyword tool that returns hundreds of keyword ideas, including less obvious terms that could potentially drive traffic and sales.
If you’re low on keyword ideas, you can take a pick at your competition. There are different tools that you can use to check what keywords they’re currently ranking for. In case these keywords are also relevant to your company, you could consider using them as well.

Distribution Platforms

No matter how good your blogs are, relying on organic traffic alone may not be enough for your content to get noticed by your targeted audience. If you want to maximize the opportunity of capturing your customer’s attention you should try to promote them.
Here a few things you could do to increase the efficiency of your blog.

  • Take key quotes from your blog post and schedule them across your social media networks, including links to the blog post. You could use platforms such as Canva to transform these quotes into images and share them on social media.
  • Share your blog posts via all your social media channels. This will help deliver a steady stream of visitors to your blog.
  • Divide the blog post into series of emails that you can then send to your community, make sure you include links to the blog post.
  • Create an infographic using content, stats, and other data from your post.

Content promotion strategy

Make sure you add quotes to the content you publish. Another important aspect of content promotion strategy is to include snippets for sharing on social networks as well as links to authoritative sources.
Definitely, don’t overlook the importance of social media. Content marketing and social media marketing work best together. Therefore, remember when you write a great blog post, to paste the link with a featured image, and share it on social media to see your web traffic grow
A hashtag campaign is vital as it will make your shared messages easily searchable and will generate more reactions. Hashtag campaigns can do a lot for your business; they can build both brand awareness and brand recognition.

Choosing the measurement metrics

Planning of creating a blog

Measurement is at the core of effective digital marketing. You can’t just create a blog post and gain thousands of conversions overnight. It takes a little time, work and dedication before you can reap the rewards for your hard efforts. You now have a strategy in place, but you need to measure your results.

So, what should you track?

There is a whole range of metrics you can consider.

Measure Visitors

Significant changes in the number of visitors can give you a pretty good idea of how effective a specific digital marketing technique is effective or not. You can look at your total number of visits; if you want to measure the overall improvement of your blog. Alternatively, you can check visits by individual blog articles.

Measure Leads

The success of your corporate blogging strategy depends on how well your blog converts website traffic into leads or paying customers. If your blog isn’t generating leads for your business, your company is missing a huge opportunity. In case your blog is not driving leads to your site you need to fix that quickly!
To measure leads and customers from your blog, you’ll need a software with great reporting capabilities such as the one provided by KOBIT.

Measure Subscribers

Who is reading your blog? The number of active subscribers you is an effective metric for evaluating the number of loyal readers you have managed to attract and retain through your corporate blog.

Watch Social Media Shares

Social media is an important driver of short-term traffic. By monitoring the number of social shares per post you can determine which types of content get the most short-term traffic from social media and in which social networks in particular.

As you can see blogging without measuring results might look like a waste of time. Fortunately, there are a whole range of metrics you can use. Actually, the number of blogging metrics can be overwhelming. The challenge is not measuring your blogging efforts, it’s more about knowing what to measure, how to do it, and how you should use the data to improve.

What’s your blogging strategy? Are you using any other techniques?