Several digital marketing professionals and agencies witness the merits of the corporate blog. It is not always easy to convey them to the boss, though. Blogging is a very unique type of digital marketing tool. It is a valuable digital marketing resource. But, it is not the most obvious or direct one for most digital managers. Here’s a great step-by-step approach for creating a blog as an additional marketing channel.
Step No. 1 – Align with business and digital marketing goals
This is the non-negotiable. You cannot start with reasons for blogging. Everyone knows them. It is almost like discussing the pros of exercising. You have to customise these benefits of blogging to your specific short term and long term business goals. Then, you must align blogging with digital marketing goals, such as:
1. Higher web traffic
When you create a blog for your business, it is a huge content asset. You can use it to fuel organic traffic by
2. Increasing brand awareness
Blog content is easy-to-share digital content. Most visitors prefer to share interesting and valuable content on social networking websites. This is a great value add-on to their social profiles. So, this is a great way to reach a wider and more relevant target audience.
3. Building authority
Thought leadership or authority building is a long term goal. It is almost impossible to achieve it without fresh and valuable content about your industry. It should be a non-optional tool in your digital marketing mix. Whether you are a business or an individual, a blog is a great branding tool. With the right theme, content and digital media strategy, your blog can set the foundation to achieve your business goal.
4. Generate leads
Do not suggest blogging as a digital marketing tool for short term lead generation. Instead, it is extremely effective for the long term objective of lead generation.
Step No. 2 – Optimise available resources and minimise expenses.
One of the most common reasons for resisting the idea of business blogging is funding. You will need web hosting service and a content management system like wordpress. You will need a blogger or a digital marketing agency for blog post creation and promotion. You will need to fund it month-on-month. However, you can use pre-existing resources for blogging and lowering overheads.
- o Transforming testimonials into case studies or success stories.
- o Improving employee engagement and retention by publishing brand-related stories on the blog.
- o Repackaging industry news and studies as business blog posts.
Do not dash to start a blog without a sound blogging strategy and guidelines. They will help you avoid controversies and remain relevant.
Step No 3: Set measurable KPIs.
Most digital managers and marketers prefer plans with goals. You need to set tangible and realistic KPIs (Key Performance Indicators) for this venture. This is the best way to remain accountable and demonstrate the results few months down the line. This is where a digital media agency or consultant will be extremely useful. However, you will need consistent and high quality blog posts to achieve predetermined objectives
|Short term KPIs||Long term KPIs|
Step No 4: Get prepared.
When you include blogging for business into your digital marketing mix, you have your work cut out for you. You cannot create a blog, buy a wordpress theme, post content and forget about it. Blog marketing is a major part of a blog’s success. Here are few useful blogging tips to get you started.
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