Your Guide to Blog Marketing

What is a blog? Well, for starters, you’re on one right now. Every person has come across a blog at some point in their lives- whether it was to get a product review, or to find a new recipe, or simply to learn more about a certain topic. 

A blog is a truncation of the word ‘weblog’, which simply refers to a website or page where a person (or a brand) uploads information in a more casual or conversational format. Blogs originated as online journals, meant for personal use, and usually only shared with a handful of people. But brands realised the value of having their own blogs. It became a valuable tool in their content strategy, which allowed them to create content that kept their audience coming back time and again.

Why You Should Blog

Blogging is often an overlooked activity, but it has proven its worth to businesses consistently. Over 85 percent of content marketers feature blogging in their marketing strategies heavily. Here are some more reasons to start a business blog:

1. Drives Traffic to your website

Blogging is the perfect way for your business to rank well in search engines. As a new business, it can be difficult to get noticed in such a crowded marketplace. That’s where blogging comes in. Through consistent search engine optimization (SEO) and regular blogging, you can steadily improve your search ending rankings, thus leading to an increase in your site traffic. And the best part? It’s free! 

2. Converts that Traffic to Leads

Consider each blog page to be an opportunity to collect leads. The addition of call-to-actions, from free PDF downloads to free templates, basically any free asset can be exchanged for their information, which translates to a lead. Don’t expect all your leads to convert, but aim to increase the number of leads you’re constantly generating. 

3. Establishes your Authority

The aim of any blog is to constantly add value to your readers. The more value you add, the more your readers will view you as an authority on a certain topic or field, which will establish authority and trust. If you’re still not convinced, how about the fact that blogging is still considered the most cost-effective content format that offers the best ROI

4. Long Term Benefits

Blogging has a long shelf life, along with the ability to compound traffic over a period of time.

Blogs can also be monetized through ads and affiliate links, which means that they can serve as an additional source of revenue. And if churning out so much volume seems daunting, a lot of existing blogs can be updated and republished to get more traction. The trick is to create evergreen content that remains relevant for years to come. 

How To Start Your Blog

1. Set up a blog page on your website

The first step is to create a dedicated blog page on your website. The aim is to increase your search engine rankings to draw traffic to your website, so you want to ensure that people are landing on the right page. 

2. Determine your target audience

Your next step is to figure out your audience, i.e. who you’re writing for. One helpful exercise is to create buyer personas; fictional avatars of your ideal consumer. When we’re writing for our audience, we know that they’re familiar with social media, but want insights on how to build their presence further. What are your customers’ pain points? 

3. Brainstorm main topics or Pillar Pages

Once you’ve narrowed your areas of focus, pick 2-3 broad topics that fall under your area of expertise. These will form your pillar pages. Essentially, these are long-form detailed master blogs that cover all related topics without going into too much detail. You can then create smaller blogs that explore each in-depth

4. Create a consistent blog strategy

Establishing your pillar pages will help you construct a long-term blogging strategy, instead of having to scramble to come up with topics. You can also utilise tools like Google Trends to help you personalise the posts according to trending searches around the topic 

5. Learn about SEO

Your next step is to get familiar with SEO. A piece of good news is that there are some amazing free tools available, like Google Keywords and Ubersuggest. Some paid options, like Moz, are also amazing resources once you have the budget to invest a little money into them

6. Repurpose existing blogs

If you already have a bank of blogs, try repurposing existing content into different formats so they can be published again. You can try creating listicles, infographics, ebooks, or guest blogs, which are a great way to establish your authority and increase backlinks to your blog for search engine optimization

7. Set up analytics

All this effort and no way of seeing how you did? We don’t think so. Luckily, there’s a huge variety of free-ish tools that can help. Bit.ly is a free link shortening tool that tracks link clicks, and  Google Analytics and Google Search Console are free website plugins that can track where your visitors are coming from and where they’re spending the most amount of time. 

We hope this guide helps you get started with your blog marketing strategy. Once you’ve completed these steps, you’ll have all the tools you need to start writing your very first blog post! If you need help planning your blog content strategy, reach out to us at hello@estoot.com! We’re just an email away. 

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