Your blog is the lifeblood of your website. It provides fresh content (which search engines like) and important information for current and prospective customers (which your marketing team loves). It also provides fresh fodder for email newsletters and social feeds.
So why isn’t your blog your first priority?
There’s simply too much to do in a day. And who has the time to think about what to write?
I’ve been blogging for businesses since 2007. In that time, I’ve learned a lot about maintaining consistent, appropriate blog content for everything from skincare to healthcare – and beyond.
Blog Strategy The best blogs begin with blog strategies. A blog strategy is a document that outlines:
The major topics the blog will address, organized into categories.
An evaluation of your existing blog, if you have one, including what’s working, and what’s not, based on an evaluation of your blog and your blog’s analytics data.
A starter content calendar with a select number of blog posts to be written for each category.
Content Calendars Fresh blog content begins with well organized content calendars that detail:
The blog post topic (what will be written about).
The sources of that information (links to additional posts and news items, or the subject matter experts to be interviewed, when relevant).
Target keywords or phrases.
The anticipated date of publication.
If the blog coincides with additional marketing efforts or campaigns, the date of publication is key. If not, this content will be “evergreen” or always fresh.
Regular Blog Publication Once we have a strategy and a calendar, we can create consistent fresh blog content relevant to your company and your customers. From there, you can promote that content on your social feeds and in your newsletters, increasing the likelihood that the content will rank in the search engine result pages, and win your website more traffic.