Did you know that 55% of marketers say blogging is their top incoming marketing priority?
Did you also know that these marketers are usually 13x more likely to see good ROI than marketers who also don’t invest in blogging?
Over the last decade or so, businesses possess increased revenue, improved brand name awareness, and boosted conversion rate with valuable written content published for their target audience and clients. The key here is that their blog content is valuable — it isn’t sufficient to simply have a blog; there needs to be a purpose or reason for its existence.
So , how can you create and maintain a successful blog that delivers your target audience worthwhile, high-quality content — all while building your business’s reputation as an industry thought-leader plus expert?
The answer is with a blog marketing strategy .
Before we evaluation the steps to your blog marketing strategy, let’s take a look at how to start an effective blog. We’ll also include samples of successful blog sites to demonstrate some of these steps.
Marketing, Sales, Service plus Website. Each blog concentrates on its respective industry plus relates the content back to the appropriate HubSpot product.
2 . Register and host your blog
This step is two-fold. First, let’s talk about your blog’s URL framework.
A domain name, also known as the main domain, is the text in the URL that identifies your website — and, therefore , your company — for a web browser. For example , HubSpot’s domain name is hubspot. com .
Subdomains are part of your basic domain — they show up before the domain in your WEB LINK like this: blog. hubspot. com . “Blog” is the subdomain. Subdomains are usually helpful for organizing a lot of content material, including multiple content forms. If you have a large blog procedure, this structure can help you as time passes. However , it does pass less authority from your root website in the short-term.
Subdirectories are sections of your domain that survive your website, but represent specific pages on your website. For example , a subdirectory that’d consider visitors to a specific blog post on a website would look something like this: hubspot. com/blog/article-name . Subdirectories frequently pass more authority from the root domain and subdomain. However , they can make it difficult to scale your content strategy as time passes since you need more subdirectories to organize your content properly and protect your user encounter (UX).
Subdirectories can also signify certain types of content inside a subdomain. For example , blog. hubspot. com/marketing/article-name takes visitors to the marketing article on blog. hubspot. com.
The option you select for your blog has the potential to impact your natural ranking, which is why it’s important to choose knowledgeably.
Next, you’ll need to pick a sponsor for your business’s blog. The easiest way to host your blog will be through the same software where your website is run.
For instance , HubSpot users can utilize HubSpot CMS and accessibility their website creation and management tools alongside their running a blog tools — all from the central location.
Another typical way to host your business’s blog is through WordPress — compare HubSpot vs . WordPress here. Other well-known options include Wix, Bluehost, and Squarespace.
3. Style your blog.
Design your blog in a manner that entices your readers in order to regularly read (and ideally, share) your content.
Your blog ought to be inviting and on-brand. It must be well-organized, clean, and easy to navigate. Within seconds associated with visiting your blog, readers ought to know it’s published by your organization.
To do this, choose a theme that’s consistent across your blog properties and articles. Depending on the host you choose for your blog, you will probably have several theme choices that are both free plus paid.
For example , HubSpot provides a marketplace of free and compensated blog template options. Web templates help you easily customize and edit your blog template to tailor it to your business.
The Help Scout blog is an excellent example of beautiful blog design. Its minimalist design limits the use of copy and embraces negative space by promoting the latest posts with beautiful feature images. The blog is certainly aligned with the Help Scout brand and promotes readability and easy navigation.
4. Decide who will create and manage your blog.
Now you must to think about who’s writing, working, and managing your blog. Think about (or your team): Who is accountable for each role in your blog strategy?
There are lots of moving parts with regards to your blog — if you don’t create ownership around each component, it’ll be difficult to reap the benefits of a successful blog operation.
Coming from put together a list of some examples of the roles you need to fill in order to effectively implement a running a blog strategy.
- Blog article topic ideation
- Search engine optimization (SEO) and key word research
- Statistics, examples, personal stories, and thought leadership
- Strategy and content calendar governance
- Repurposing, updating, and historical optimization
Depending on your resources and the size of your marketing group, you may find one person holds obligation for multiple roles.
5. Determine how frequently you will share blog posts.
How many blogs can you commit to writing and publishing? How often have you been planning on producing blog articles for your audience?
Consistency is the key to keeping your audience involved and interested. This will furthermore allow you to maintain your status being an active thought-leader and specialist in your industry. Use a articles calendar to consistently control and schedule your blog blogposts.
Plan and optimize your marketing content with these free calendar templates.
The beauty of creating this type of blogging rhythm and sharing that information via an editorial calendar is that it creates a sense of accountability among your team of bloggers. It ensures all writers plus contributors have optimized designed for keywords, added CTAs, and edited their pieces with a certain time and day. This way, you’ll have a consistent flow of content your readers can get in sync along with.
If you’re a HubSpot CUSTOMER RELATIONSHIP MANAGEMENT user, you already benefit from an editorial calendar built right into the COS.
six. Write compelling and precious content.
It’s important to reiterate just how critical it is for your weblog content to be both compelling and valuable to your readers. This plays a large component in how you’re seen by your target audience, customers, rivals, and other industry leaders. It is also how you’re going to keep visitors engaged and loyal to your blog — and ideally converting to customers, as well.
Remember, it takes more time plus energy to obtain new subscribers than to maintain current readers. Plus, your current readers have the potential of becoming your brand name advocates faster than brand new subscribers do. So , concentrate on consistently producing content that captivates your audience just about all while providing them with useful and worthwhile information so they stick around for the long run.
Patagonia’s blog, The Cleanest Line, is a fascinating publication. It’s not a generic brand blog that discusses Patagonia items or customers; it informs compelling stories written by some of the best writers on the web — however it still resonates along with Patagonia’s target audience and those who have share its core ideals. I’ve personally spent hrs reading the articles on The Cleanest Line, and it’s endeared me to Patagonia in the process.
7. Consist of CTAs.
Are any of the factors you’re developing your business’s blog to drive organic visitors your website, improve conversions, plus boost sales?
That’s very good news — but to accomplish these types of goals, you’ll need to include relevant calls-to-action (CTAs) throughout your site posts.
CTAs can be compensated or free for your target audience members. Either way, effective CTAs provide readers with a level of value that they simply cannot pass up.
A CTA might discuss in-depth content and details with your audience on a specific topic. Or maybe it includes a discount code or particular deal on your product or service. The CTA could also provide further training related to the subject of your website article.
Check out this blog submit if you’re looking for some examples of clickable CTAs to put in in your content.
I f you’re a HubSpot user, the CRM offers a CTA creation device to help you develop relevant — and even personalized — provides to drive traffic to your getting pages and convert more leads.
For example , the Omniscient Digital blog naturally weaves CTAs into its posts, making the linked items part of the broader story or even takeaway. The goal of CTAs should be to encourage readers to take action without deviating too far from the reason for the post.
8. Release your blog.
Now it’s time to release your blog!
This is the exciting part — you finally get to share the content you’ve already been working so hard to develop. Place your blog content on they have corresponding landing page on your internet site and send your email list of recipients their blog article(s). Share it through social media and send this to members of your system as you see fit.
9. Track and analyze your blog’s success.
Make sure to track and analyze the success of your blog over time. To do this, choose metrics matter most for you and your business. Once you understand how a specific metric contributes to an optimistic outcome, then you’ll be able to create your blogging strategy a lot more targeted. Examples of blogging metrics you might track include:
- Number of visitors and subscribers
- Number of page views per post
- Number of conversions
- Number of backlinks
- Amount of referrals
- Overall traffic
When using these metrics to the goals you’re looking to set, consider the following questions to provide concrete goals that make sense for your business.
- Does this goal help you obtain your purpose, or can there be something more relevant we are able to aspire to?
- Is this goal aligned with the initiatives of other parts of our business?
- Which metrics track the progress towards this goal? Are these metrics complementary or counterintuitive?
Once you determine which metrics you are use, start by setting targets for a 60-day period . This gives a person enough time to see whether your own strategy is working then you can adapt your goals based on the results you see.
Following, let’s dive into your blog strategy.
running a blog best practices to promote and marketplace your blog content to your customers.
Always keep your buyer gentes top of mind.
When writing, managing, and scheduling your blog — or focusing on anything related to your blog, actually — keep your buyer gentes in mind.
Ask yourself, “Who are our ideal clients? ” and “Why perform they need our product or service? ” Once you can answer these types of questions in detail, you’ll be nail down your buyer persona(s).
Use this free template to generate your business’s buyer personas.
Once you create your buyer personas, document an in depth description of who this particular person is so you can reference it has your business and weblog grow. You should be able to refer to this description every time you write a new blog post.
In this way, you’ll be able to create content particularly suited to your target consumers’ wants, needs, challenges, and/ or pain points. This will also help you turn your blog into a powerful lead transformation tool for your business (i. e. your blog will display your readers and customers why they need your product or service).
To get a much deeper understanding of the actions your purchaser personas are likely going to consider, research the behaviors of the target audience so you can adapt and tailor your blog content to fulfill their needs in a way that forces them to convert in some way. In order to conduct this type of customer study, you can use:
- Q& A forums (Quora , Yahoo! Solutions , or Fluther )
- Social media (LinkedIn Groups, Twitter Advanced Search, and Google+ Communities)
- Content creation tools within your industry or even niche (BuzzSumo or Topsy )
- Other blogs (comments and interactions on blogs similar to yours; your competitors’ blogs)
Keep close track of your competition.
Speaking of your competitor’s blogs, it’s important to keep an eye on these types of other thought-leaders in your industry. Your competitors provide insight into what’s working (or not working) in terms of blog content amongst your target audience.
It also informs you a little bit about what they’re experimenting with and what you’ll need to accomplish in order to stand out and provide your visitors with valuable content they can’t get anywhere else — something unique to your business and your business only.
Create a listing of 5-10 of your closest competitors with blogs you could perform a content audit on. Make conclusions about the kind of content they share, distinctive techniques they’ve implemented in their blog, and how they’re performing in terms of ranking for the key phrases you hope to rank with regard to.
Then, look for gaps within their content so you can capitalize with them. To help you do this, use tools like QuickSprout, Open Web site Explorer by Moz, plus SEMRush Competitor Research.
Carry out SEO and keyword analysis.
When one of your customers queries a phrase on Google (or any search engine), you desire them to find your blog (or web page), not a competitor’s. To make this take place, dedicate some time to studying which keywords and phrases your potential audience is typing into search engines like google so you can include them inside your blog posts where they normally fit.
In other words, you’ll considerably improve your chances of ranking in the search engine results page (SERP) by performing appropriate search engine optimization (SEO) and keyword research prior to writing your blog post, and then incorporating those findings in your content.
Start by creating a listing of 5-10 keyword groups you wish to rank for, along with their linked long-tail keywords, in the SERP.
Remember, Google’s algorithms are constantly changing to become more intuitive — meaning, old tactics like keyword stuffing will certainly hurt your ranking within the SERP. Instead, you’re best writing copy that engages audience members first and search engines second.
Take note : HubSpot customers have access to a built-in keyword and SEARCH ENGINE OPTIMIZATION tool to help with this.
Focus on your blog’s SEO plus keyword research with HubSpot CRM’s Content Strategy device.
sponsor for your blog already, meaning your content is likely already effortlessly shareable on your website.
For example , if you use the HubSpot CRM and blogging software in order to host and manage your site and blog, it’s simple to add your articles for their corresponding landing page on your web site.
Other ways and platforms by which you might distribute your content consist of social media, such as Facebook or even LinkedIn, and online submitting platforms, such as Medium. You could also work with industry leaders, professionals, and influencers to share your content on their websites and interpersonal profiles.
Promote your blog content.
It’s actual probably safe to believe you want your blog content to become as discoverable as possible. With regards to your blogging strategy, this refers to your ability to get your content out there so users of your target audience find, study, and (hopefully) share this.
There are many inbound tactics you can use to promote your blog. We handled on a few options above, but another common form of effective blog promotion requires an influencer marketing strategy.
Get going promoting your content with the help of a totally free influencer marketing guide.
To begin, identify the key influencers in your niche or business you want to contact and work with. These should be people your current customers and target audience perceive as credible, trustworthy… plus, yes, influential.
As you start making and managing your influencer connections, remain in normal contact with the ones who are advertising your blog content. Be sure you know what they’re doing to support, talk about, and promote your blog content and that their tactics meet your own business’s standards — you would like to ensure they’re representing your brand accurately. After all, if you’re likely paying them to market your content among their market members.
You can make your connection with your influencers even stronger by interacting with their content regularly to show your assistance. For example , if you’re working with a good influencer who also has the blog, then go to their particular blog and read, discuss, and share it (even when the content they’re publishing isn’t necessarily related to your business).
updating, repurposing, and republishing your current blog content is so useful — it saves you time and effort but it also allows you to efficiently achieve the results you’re looking for.
What do I mean simply by this? Well, ranking within the SERP with a net brand new post takes significantly more period (I’m talking months) than an updated post. Meaning, you’ll see a positive impact sooner if you start repurposing current posts rather than solely producing new content.
Audit your own existing blog posts to determine whatever you can repurpose and update. Outdated content to remove and/ or replace might include statistics, examples, infographics, quotes, product or service details, research, and irrelevant ideas. You can also add keywords you’ve determined are usually missing through your research.
(Check out this post if you’re looking for more ideas on how you can effectively repurpose your blog content. )
The process of updating articles also allows you to reinvigorate the newest content you’ve worked very hard on. Updating allows you to keep up with the quality and relevance of your blog without having to recreate blogs from scratch.
Grow Better By having an Effective Blogging Strategy
Expanding an influential blog in your specific niche market is a surefire way to foster your potential customers. By creating regular content that solves the challenges of your visitors and fulfills their greatest curiosities, you’ll start to create a vault of trust plus advocacy. This will inevitably help with the overall success of your company. Start with your purpose — the big precisely why — plus slowly unpack the individual levers that will contribute to your blog marketing and advertising performance through the steps plus strategy we’ve reviewed over.
Editor’s note: This awesome article was originally published in December 2014 and has been up-to-date for comprehensiveness.