60{6271e0783bd2aaaff7e385ab207ba14cb8afa1c0a6f930d25d757c961410cc10} of the customers say that they find blog posts valuable when they are about to make a purchase. Businesses that are regular with posting blogs, around 16 posts or more, receive 3.5 times more organic traffic compared to those publishing lesser posts. Content marketers, too, believe that blog content is one of their top marketing priorities. Informative content is always appreciated by customers and in the past few years, businesses have freely invested in boosting their efforts in creating quality content for their target audience. Considering the significance of blog content, we have a quick guide that will help you understand how to create a sustainable blogging strategy for your brand:

1. Choose your blog topic and purpose

The first step in the blogging strategy is to have a purposeful blog topic. The topic should be related to your business, its products and services or vision, etc. The topic should be broad enough to encompass several articles. To ensure the topic of your blog is purposeful, you should remember these questions:

• What is the objective your brand is trying to accomplish?
• What is the narrative that supports this objective?
• Who shares your passion for this objective?
• Is your team acquainted with the meaning of this objective?

2. Register and Host Your Blog

A domain is a URL text that identifies your website and business for a web browser. For instance, a business named ‘Company’ registers to get domain ‘company.com’. Subdomains are a part of the domain that comes before the domain name and the extension. They help in organizing the website. In case of company.com – blog.company.com is the subdomain. Subdomains are quite helpful in managing a blogging structure effectively. Subdirectories are a part of the subdomain and help in representing specific content within it. For instance, blog.company.com/marketing/article-name will take the visitor to the marketing article directly. You also need to pick a host for the business blog. This can be done using the software on which you run your website. WordPress, Bluehost, Wix, Squarespace, etc., are also some ways to host the blog of your brand.

3. Design the Blog

Blogs should be enticing; only then will the customers read them. It should be clean, organized and easy to navigate. On going through it, readers should immediately know that it has been published by your company.

Always use a consistent theme that matches your articles. You can use templates that allow easy editing and customization. Using paid templates will ensure that no one can copy your content. They also offer beautiful features that promote readability.

4. Appoint Someone to Write and Manage the Blog

You must appoint someone who will write and manage the blogging structure of your company. The person responsible should be able to fulfil the roles mentioned below:

• Blog article topic
• Search engine optimization (SEO) and keyword research
• Statistics, personal stories, examples and thought leadership
• Editing
• Strategy and editorial calendar (a workflow that helps the content creator to schedule their work)
• Blog Promotion
• Repurposing and historical optimization (this is basically optimizing your old blogs, so it is updated and fresh)

You can appoint one responsible person from your marketing team to take care of the above roles and responsibilities.

5. Fix the Frequency of Sharing Blogs

Consistency is the key to always keeping your potential customers engaged. You must pre-plan about the number of blogs you need to write, the frequency of publishing them, etc. Blogging strategy for a brand is all about keeping up a certain rhythm of creating and sharing. Create, follow and maintain an editorial calendar that will ensure accountability in the blogging team. A calendar ensures everyone is following their schedule and the content is ready to be published on days and times as planned ahead.

6. Informative and Valuable Content

Your articles should be written in a way that the readers are compelled to read it and they should look forward to the next article to be published. Besides this, the content should provide information and value to them too. Good blog content engages potential customers and soon converts them to customers too. Always focus on creating captivating content that provides them with good information, so they stay around with you for a long time.

7. Include CTA (Call to Action)

Whether you are looking to improve conversions, drive organic traffic or boost sales of your business, make sure that you include relevant CTA in your blog posts. Both free and paid CTAs are effective for the readers as they provide value to them. CTAs may either include a special deal or discount coupon code or offer more information related to the blog article that you have published and so on.

8. Launch the Blog

Once the blog post is ready, you need to share it with your target audience and potential customers. Share it through various marketing channels such as email, social media, website, and others.

9. Track and the Success of Your Blog

Tracking the success of the blog will allow your business to make important decisions as, over time, you will be able to generate various statistics that will be helpful in decision-making. Some blogging metrics you might track include:

• Number of readers and subscribers
• Number of conversions
• Number of page views per post
• Number of referrals
• Number of backlinks
• Overall traffic

You may also add other metrics that are relevant to your brand or the cause of your blogging strategy.

Also, ask some questions before you can apply these metrics, such as:

• Are the metrics aligned with the initiatives of your business?
• Do the metrics help you achieve your purpose, or is there something more relevant that you can do?
• Are the metrics counterintuitive or complementary?

You can begin by setting a goal of 60 days (you can set your own goal time, too, this is just a suggestion). Giving yourself a little more time in the beginning, will allow you to understand whether or not the blogging strategy that you have selected is working or not. You can then make changes to the strategy according to the requirement.

How to Begin Blogging?

Let the professionals at Plan D Media take care of your blogging strategy for your brand. We are a leading SEO Company in Kolkata that has been successfully providing a range of digital services, including Content Marketing, Video Marketing, Web Designing, Online Media Buying, Influencer Marketing in Kolkata, Online Lead Generation, SEO, Social Media Marketing, and more to our clients. Contact us to learn more about our offerings and how we can help your business accomplish its digital goals.