A business or corporate blog is the best medium / long-term growth strategy on the Internet for any company.
And the SEO of your website? And the social networks? And the ads?
Let’s not put our hands on our heads: everything is necessary, but one of the cornerstones of any growth project should always be the blog. In addition, the others can be promoted, as we will see below.
Before creating the Blog
The first step for the blog to work is to have one….
For this, we are going to assume, first, that you do not have a website. To set up one, you will have to buy a domain and a hosting unless you set it up on a Blogger-type platform or similar. But if you want something professional, I recommend your domain and hosting. You will have to host the first in the second, choose a suitable CMS, a free or paid theme, and edit it.
For example, I do a lot of tests. I like Raiola or Webempresa, but there are many options on the market.
I said it sounds short, but in reality, it ends up costing a little more. In this article, in which I talk about how to launch a website to the market, I explain it to you step by step to do it yourself.
95% of the WordPress themes that you will find in places like ThemeForest or TemplateMonster include a blog section by default, so you will have it available almost without realizing it.
The fact is that the blog is one more section of your website, prosaically speaking. The menu, where the about me, the services, the contact, the home, and others are usually located, is where you will find direct access to the blog when you enter as a reader.
Another option is to use a design agency: if you have rooms and do not want to invest time, it is your solution.
I already have the business blog: now what?
We come to the crumb of the article. You have the web, the blog, everything well designed… What do you have to do now?
Follow these steps:
1. Define your audience
If we narrow down the people for whom we will write on our blog, the conversions will be much better for us.
In the era of intoxication in which we find ourselves, if the reader does not feel that they are talking to him, we have it raw so that his answer is reasonable.
For this reason, it is essential to define well what is known as our “buyer persona,” a fictitious person who responds to the profile of our ideal client.
We also like to use our Early Adopters and Value Proposition Canvas to define it.
Are you male or female? How old are you? Works? Does he have children? What level of income do you have? What do you like to do? What content do you consume? In what format?
You have to define one, two, or at most three buyer personas before doing anything else.
For example, an online marketing agency could use its blog to reach other freelancers who would like to learn through courses, resources, more blog articles, etc. Therefore, it is good to use terms related to marketing and entrepreneurship in your blog so that the freelancer is widely identified.
Someone who is just starting in SEO comes to the blog, sees that it is written for people like him, and his registration in the newsletter is almost guaranteed.
2. Set tangible and measurable goals
Natural because if we put something stratospheric out of emotion, the statistics we get will not be of any use to us. Measurable because a goal that cannot be measured cannot be called a goal. What sense would it make?
The objectives can be a certain percentage of registrations in the newsletter (2%, for example). Or a certain percentage of clicks on the call to action that the articles have distributed. Or the rate of completed form submissions.
There are many ways to set goals, but those are most common. There is also the time spent on the page, the bounce rate, the page views, receiving a comment…
You can set goals for three months, six months, one year… That’s up to you.
3. Plan a content calendar
Editorial calendars do several things:
- Mark the strategy to follow
- Define in advance the objectives of each post: lead, contact form, comment, position a keyword, reinforce other pages or posts.
- Define in advance the keywords to be positioned in each article
- Define title, meta description, and H1
- Explanation of each item
- Know when each ARTICLE is published
- Look at the second point about reinforcing other pages or posts. Yes! That is already part of SEO.
Do you see?
Blogs also serve to improve the SEO of a website. Your articles and your static pages are based on internal links.
We could say that with the defined editorial calendar, the level of chaos that usually reigns in a blog is drastically reduced.
You will not procrastinate, you will not be late… A bargain!
4. Write in an optimized way: reed with SEO!
SEO does not stop mutating, but there is something that never changes: if you don’t talk about a particular topic, Google will never position you as a benchmark on that topic.
If you are an online marketing agency and you are writing about how to design a website, you should repeat terms like “website design,” “how to design a website,” “tips for designing websites,” etc. The best thing is that when making the editorial calendar, you do previous keyword research to know what to attack in each post.
On topic: when writing blog articles, optimize them.
If your domain is new, you can be more aggressive. If you already have a story behind it, the smoother you are, the better; It is not advisable to call too much attention, highlighting the “excess.”
If you optimize the SEO of your articles well, they will position for the chosen keywords, and little by little, you will attract more traffic. Traffic that will be more or less qualified depending on the success you have had when choosing your buyer persona and creating your editorial calendar.
And that qualified traffic… There you have the glory: leads to sell something to in the future, potential clients, loyal followers of your brand that help you distribute the content that comes out of your blog… Pure gold!
5. Make branding when you write
We are talking about a business or corporate blog, so you have to leave your mark on others. Not by writing “I,” “I,” “I” or “we,” “we,” we,” but you have to make a reader, after having read you several times, know that a text is yours just by giving it A look.
This is only achieved by writing high-quality content with its touch. There is so much written about so many things that if you don’t stand out with your content, you will have it fatal to stand out and that they remember you before someone else.
Therefore, always try to contribute something new to your articles. Something that marks the reader so that they want to reread you. That, little by little, will make you a benchmark in your sector. Being a reference and having branding will open an infinity of professional doors, so many that you will not give of yourself.
6. Promote your content
The work on a blog does not end when you finish writing. Not when you’ve, you’ve already done the layout. Wait, friend, you still need…
It must be disseminated, and for this, there are several ways.
The free one is social media. Facebook, Twitter, LinkedIn… Where is your buyer persona? In what channels does it move? That’s where you should spread everything you write.
In addition to social networks, for “free” (in quotes because it takes time, which is gold, and depending on the platform you use and the subscribers you have, you may have to pay), you also have the dissemination through email marketing lists.
From your list, basically. Send your publications to the subscribers who have signed up to read them, and hopefully, if they like them, they will share them on their social networks. You could even make what you write to go viral!
We are done with the broadcasting payment. The ads are more or less expensive depending on the channel. If your buyer persona is on Facebook, you’re in luck: Facebook Ads is one of the cheapest on the net right now.
Twitter Ads do not work very well there, and advertising on Google is too expensive, not appropriate to promote the content of a post. You also have LinkedIn Ads out there, which work VERY well if the content is aimed at other professionals.
7. Measure results
Well, you have already written everything you planned on the calendar, and you have also distributed it conscientiously through various channels. But… has it worked?
It’s time to get into Analytics and see the goals. Or in SEMrush to see your positioning. Or to review your client portfolio to see if it has grown.
How was I before dedicating myself to the blog? How am I after these months?
If you see an evolution there, you have done something good. Only the numbers tell you how much goodwill, hence the importance of setting goals.
Don’t wait any longer to launch your business blog
If you don’t have a website, take one out and give your blog strength even if it’s not perfect. If you already have, plan well with a content calendar and start to comply with it.
The benefits are medium-term rather than short-term, so you shouldn’t delay getting down to business.
I have given you the steps you have to follow. From here on, it’s up to you, but be sure to visit this blog to improve your results!
Do you already have a fully functioning blog? How did it go? Was it hard to start? I would love to read your comments.