If you are reading this it is because you think your website needs a blog. And we couldn’t agree more! Creating an interesting and quality business blog will provide you with multiple advantages that will make your business grow.
But when we talk about creating a blog, we are not talking about publishing anything. A good blog needs to be optimized, it must promote itself and offer good content. Also, you must maintain a consistent posting frequency .
Although at first it may seem like a lot of work, in the long run it will be a huge benefit for your content strategy. These are some of the advantages that having a business blog will provide you:
1. OPTIMIZE YOUR CONTENT IN SEARCH ENGINES.
The more articles you publish, the more pages will be indexed . Consequently, you will appear in the results every time people search for products or services in your sector. As you progress in the creation of your blog, your organic traffic will grow and it is about people who have actively searched for information related to your area of activity, products or services. That is, it will be quality traffic.
2- IT POSITIONS YOU AS A LEADER IN THE SECTOR AND AN EXPERT IN YOUR AREA
Your blog should be focused on helping your potential customers to solve their problems or “Paint points”, that is, you should offer practical solutions, in this way customers relate the brand to positive experiences.
3- CREATE SALES OPPORTUNITIES.
The blog provides you with a very valuable space to call to action and generate new sales opportunities. If you include an offer through a call to action (for example, a downloadable or webinar) you facilitate the process of buying and ranking of prospects.
In addition, if you relate the content of the article with the offer you want to promote, you will achieve greater impact in a completely organic way.
HOW TO CREATE A BLOG STEP BY STEP
Now that you are clear about how a blog can help your company, it’s time to start the planning process. These are the steps you must follow to achieve your goals. We started!
1- DEFINE YOUR CLIENT
Defining who we are writing for is essential to do our job well. What is your target audience like? What kind of information do you look for on the Internet and how can you help them? Once you have an answer to these questions, you can more easily ask what type of content they are interested in.
2- DEFINE THE PURPOSE OF YOUR BLOG AND DETERMINE YOUR GOALS.
Blogs can have multiple purposes such as increasing traffic to your website, getting leads or improving your brand image. What are yours?
To have a realistic vision of how your blog is working you must set goals and consider how to achieve them . You should be able to measure the evolution of your blog, for example, measure how your number of subscribers or traffic to your website increases. For this you can use free tools such as Google Analytics .
3- RESEARCH KEYWORDS.
An SEO job begins by ranking the words that your target audience searches for. You can do a simple search for your keywords as follows
- Make a list of relevant topics and create 5-10 categories or themes
- Make a list of related terms that you think your client can search for.
- Research the search volume for each of those words using tools like the Google Webmaster Tool.
4- PILLAR PAGES AND TOPIC CLUSTERS (TOPICS)
It is important that you define what the fundamental themes of your activity are and build your pillar pages with it (that is, pages where you will find complete information on this main topic). A series of more specific themes will be posted on it that will define the contents of your blog posts.
5- ESTABLISH A PERIODICITY.
The periodicity of your blog posts will depend on multiple factors: the size of your company and your team, the diversity of topics and how much audience you want to attract. What is certain is that, the more frequently, the more traffic you will be able to attract over time.
6- CREATE A CONTENT BANK.
Before starting to publish, it is a good idea to create a bank of “evergreen” content, that is, content that is valid at any time. This type of content is good to grow but it can seem that you are not in touch with reality. We recommend that you use 80% of “evergreen” content but that the remaining 20% be current posts.
7- ASSIGN ROLES TO YOUR TEAM.
Depending on how many members your team has, you can assign more or fewer roles. It is important that you determine who will write, edit and review the content, publish, analyze the results and optimize the page for greater reach.
8- CHOOSE A CMS.
To be able to launch a blog effectively, you will need an easy-to-use CMS that also allows you to analyze some important parameters such as (conversion rates, page views and where your page traffic comes from, etc. And remember that your page It must be responsive since 60% of Internet traffic comes from mobile devices.
9- ESTABLISH MONITORING AND ANALYTICAL TOOLS
It is essential to establish these tools correctly before you start writing. Blogging platforms usually have their own analytics system, you can also complement it with Google Analytics to have a more complete vision.
10- DESIGN YOUR BLOG
Once you have chosen your CMS, it is time to choose a design for your blog that is pleasant and easy to share. Many platforms like WordPress have templates that you can use.
When designing your blog, make sure that its design is in line with the brand image of your company.
11- CREATE YOUR CTAS
If your blog is going to be used to capture leads, you will need CTAs or calls to action to convert your visitors into prospects.
Blogs can have many types of CTAs from call-to-action buttons, to pop-ups, to clickable images. You should also include buttons to share on social networks and add the function to send by email.
12- MAKE AN EDITORIAL CALENDAR
Once you have defined all of the above, it will be easy for you to create an editorial calendar to get your posts out with the desired periodicity .
13- PROMOTE YOUR POSTS.
There are many ways to promote the posts you publish. You must use your social networks to give them visibility, send them to your subscriber list when you have it or use social media ads. Decide with your team what your promotion strategy will be and remember that promoting your posts is as important as creating content.
14- ANALYZE AND REPORT ON YOUR RESULTS
This will allow you to know which post works best and what type of downloadable content attracts the most prospects. With this data you can modify and improve your editorial calendar.
15- IMPLEMENT STRATEGIES TO MONETIZE
Send your subscribers relevant content of interest such as courses, demos or the opportunity to speak with someone on your team about your products or services. Remember that your ultimate goal is to get new customers.