Does Your Company Need a Blog?

It’s the age-old marketing question: to blog or not to blog? The short answer is that every company — including yours — needs a blog. The long answer is that blogging is part of an ongoing debate about relevancy. But creating and executing a blog strategy is no easy feat. Here are some tips to consider when creating a blog strategy for your company.

Learn the types of blog content

Not all blog content is created equal. How and where you promote your blog will dictate the type of content you’ll produce and vice versa. Yes, consumers are still reading blog content. But in addition to traditional, long-form blog articles, they’re also engaging with shorter, timely news pieces and multimedia content that includes videos from so-called “microbloggers.” Learning about the various types of content will help you determine which style best fits your brand.

Develop a posting strategy for your blog

Before you begin blogging, you’ll need to invest in a domain name, web hosting, a content management system, and other necessary items. If you’re looking for a quick return on your investment, plan to blog two or three times a week. Blogging twice a month is a good place to start for a long-term strategy. Because time is money, hiring a professional to get the job done will help you see a faster return on your investment.

Do your SEO research

The most essential step in creating a blog strategy is to do your search engine optimization (SEO) research. SEO helps your blog content get to the first page of search engine results. Learning what people in your industry are talking about or what potential customers are searching for will help you determine the subjects your blog should cover. A good SEO strategy will also find the length of the top 10 articles for a given topic, as well as how often these blogs are being posted. If this sounds like a lot of work, remember the best marketing agencies have SEO tools that will do all the heavy lifting for you and then make suggestions on word count, trends, topics, and keywords.

Execute a blog strategy

We all know time is money, so starting a blog for your business can seem like a tough investment, which is why you’ll want to hire a professional to get the job done for you. If you’re looking for a quick return on your investment, plan to blog two or three times a week, but blogging twice a month is a good place to start for a long-term strategy.

Bottom line

Simply put, companies need blogs to drive business to their websites. Blogging is a strong part of any company’s organic strategy since the content can be cross-promoted across all your social channels. (This is particularly true for evergreen content.) Partnering with one50one will ensure that your content lives its best life.

What blogs do you regularly engage with?