Feb 19, 2019 3 min

The Anatomy Of An Ideal Blog Strategy

What does an ideal blog strategy look like? How often should your brand or business be posting, and what should you write about? Find out a few key tips for creating the ideal blog strategy.

Have a mix of top-, mid-, and bottom-funnel content. Some posts should be awareness based for users who aren’t familiar with your brand, while others can nurture users. Product highlights and buying guides can also ultimately help funnel users down the conversion path.
SEO isn’t perfect—and Google doesn’t expect your blog posts to be. Start creating content, and just get out there and do it. Content should be high quality of course, but don’t get caught up agonizing over minor grammar details. Google certainly won’t.
Seasonal content, product highlights, local store opening announcements, year-end wrap ups, news, trends, and timely material can live on the blog.
Split out your evergreen content into a separate resource hub. What’s the difference between a blog and resource center? Which content should go in each? Find out from the Wpromote site and make sure you’re separating out evergreen vs. timely content.
Aim to post blog content around twice a week. Long form, high quality posts will ultimately perform better vs. creating short posts every day.
Amplify your content and give it legs with social, email, and paid media support. Your posts will hopefully gain organic visibility through keyword rankings, but get more eyes on your content by distributing everywhere.
Aim to post when your users typically engage the most. Check Google Analytics for your highest traffic days.
Leverage images throughout! Break up your content with images and skimmable subsections.
Incorporate video where relevant and possible. Blog posts with videos embedded typically perform better than posts without video integration.
Your content calendar should support your main campaign themes and marketing goals. If you’re creating a Valentine’s day campaign or new product launch, don’t forget to also create supporting content to mirror your theme.
Own timely moments in your users’ lives. Think of important life events that you can be a part of for your target audience.
Don’t waste time on content no one is searching for. This doesn’t mean keywords have to be the basis of your entire content strategy, but if you’re seeing that a topic isn’t trending, doesn’t have search volume, and no competitors are writing about it, then it might be a sign that it’s a topic to avoid.
Don’t reinvent the wheel and post old topics. Refresh and republish an older post you’ve written in the past vs. creating a duplicate that might compete.