The events of 2020 have proven two things: first, businesses need to step up their digital presence; second, content is and will always be king. No SEO strategy should be left without a plan to build an engaging and informative business blog.
Blogs are not merely content farms. If strategically built, your blog page can help you drive relevant traffic and reach the right audience (potential customers), establish authority in the industry, and build trust.
To achieve that consistent traffic flow and have that competitive edge in your industry, you need to publish content regularly, tackle industry trends as they come up, and follow SEO best practices that evolve along with Google’s algorithms and guidelines.
If you want to reap the benefits of business blogging, you should invest the time and resources to develop a blog strategy that’s sustainable and scalable. Here are the 5 tips to help you build a business blog up to scale.
Determine how you want to scale up
Determine clear objectives for your blog’s expansion before you strategize. Choosing which direction you are aiming for growth is crucial for your planning and shouldn’t just be a project. Make sure you take into consideration your company’s sales objectives, geographic markets, languages, and plans for future marketing campaigns in your blog’s plan.
Focus your efforts in one of these areas:
- The number and quality of posts you are planning to publish in a specific time range.
- Depth into a specific niche or subtopic. Start with one subject and then expanding into others is a critical scale factor. Also, check if you need additional expert reviewers and how many you need.
- Your target audience – their demographics, geographic location, and their interests.
- Media type to use and content type (video, written, design, etc).
Identify the smallest addressable market
Many business blogs never gained momentum because they try to target a general audience rather than aiming for a specific group. Where most companies fail is where they attempt to use keywords with the highest search volume only to realize in the end that these are highly competitive keywords and it will be difficult for new blogs to rank for.
To launch a blog that’s sustainable and scalable, start by setting tangible goals and creating high-quality content that serves a small group of highly engaged readers. Scale up once you have established a satisfied and loyal following.
Choose Wisely when it comes to Your KPIs
Depending on the strategies you want to employ and growth model you are looking to pursue, informative KPIs should include:
- Consistency in publishing content
- Rank for relevant keywords with high search volume and high competition.
- Rank for relevant keywords with lower search volume but less competition.
- Set goals related to the number of readers from the audience you chose to target.
- Earning authoritative backlinks.
- Content engagement on social media.
- Driving traffic to other pages in your website.
- Converting readers to customers.
Set the Tone With a Comprehensive Creative Brief
Create a clear set of guidelines to help creators stick to your company’s branding and brand voice. This is crucial especially if you’re planning to outsource your content production. An in-depth creative brief can help establish consistency in all forms of content.
A comprehensive creative brief should include:
- A general business description and your products and services.
- A complete description of your target audience and personas.
- An overview of your blog’s objectives, scope, strategy and milestones.
- A list of competitors.
- Detailed guidelines for written content, which should include tone, style, formatting, and keyword use. Add examples.
- Detailed guidelines for all visual content including design themes, color palettes, image, and video formatting, etc.
- Descriptions and expectations in terms of deliverables especially for content like infographics and long-form articles.
Do remember that many elements that you will include in your initial creative brief may change as you progress. Make sure it’s always updated.
While the creatives, planning and strategy, and research part require human expertise, many other actions, such as publishing, can be automated. Automating these processes not only saves time and money but ensures consistency.
Automate these tasks from the very beginning to improve your overall efficiency.
- Social Media Management: Tools like Hootsuite, Buffer, and Click to Tweet can help you schedule promotional posts to social media platforms.
- Email Marketing: MailChimp, GoHighLevel, and Sendinblue are great tools in creating unique email audiences and automating promotional email distribution.
Need help on setting up your content marketing campaigns? Contact us at Public Advertising Agency today and we’ll assist you!