Creating a Blogging Strategy

Crafting a quality blog post will help your brand stand out from the sea of online content. And finding the right posting frequency is essential to target your audience effectively.

Determining Blog Topics

Ideally, your blog posts will provide quality content that resonates with your audience and encourages them to seek you out as an industry expert. But you must establish your business goals before you start producing content.

Consider the following questions when deciding on blog topics:

• Who is your target audience?
• What are you and your audience passionate about?
• Which of your brand’s values do you want to impart to your audience?
• What do you want to achieve with each blog post?
• Will posts on these topics provide useful information or answer your audience’s questions?

Your blog content should be timely, but that doesn’t mean you only have to post about current events. An evergreen blog post contains content that’s useful no matter when it’s published or read.

Being concise with your blog content will allow you to inform your audience effectively. Overstuffing your text with too many search engine optimization (SEO) keywords is a waste of precious space.

How Often Should I Post to a Blog?

There is no one-size-fits-all answer to that question because every company is different. However, a good rule to follow is only post when you have something useful to say to your audience. That may require crowd-sourcing information to determine what your audience is looking for and gauging their interest in specific topics.

The frequency of your posts also depends on several other factors, including:

• The size and available capacity of your writing staff
• The goals for your blog articles – engagement, increased traffic/clicks, conversions, brand awareness, etc.
• How you share content – in email campaigns or on social media

If yours is a smaller company, you may want to post between one to four times a month to maintain relevancy. If you have more staff and resources at your disposal, you might produce several posts per week.

Contact the team at TouchStone Digital, and we’ll help you develop a strategy that will optimize your blog content.