A Strong Strategy Is Behind Every Winning Blog

 
Photo by  Bruno Nascimento
 

Blogging is an excellent way to add more authority to your website and to demonstrate that your brand is really something that others should pay attention to. 

However, a great blog is more than great copywriting and optimized images. 

A winning blogging strategy takes an all out integrated marketing approach that will be sure that the right eyes see your content, and that your blog will maximize its ROI.


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(1) Lead Generation With Downloadable Guides

After your article is written and optimized for SEO, you need to work on getting more regular eyes to your blog.  One way to do this is by capturing the email addresses of interested followers by enticing them with something free and valuable.  Downloadable PDFs can be valuable free offerings. 

A great example of this is how Marina Barayeva offers a comprehensive guide to Instagram marketing if you share your email address.  If your content strategy includes webinars, you can share free recordings of past webinars.  For an example of this, Dream of Travel Writing shares three of their top past webinars once you share your email with them. 

(2) Newsletter

With the email addresses that you get through lead generation, you have the beginnings of another strategy to get more views to your blog - a newsletter!  Populate your newsletter with past blog articles, and maybe what readers can expect to see in the near future. 

You should plan to schedule your newsletter to go to your mailing list on a regular basis.  Depending on the population you aim to reach, this can be once a week, once a month, or every few months. 

The goal of this strategy is so your clients stay engaged with your brand (so they don’t forget about you).  This will work to get more eyes on your blog articles, and more social shares.  If you have an article that is not time sensitive, and is evergreen content, you can share it out months or maybe even years later, and it will still work to drive attention to your blog.

(3) Guest Posting

Your blog works to establish the authority of your brand, but your writing team likely does not have expertise in every field in your industry.  This is where guest posting is key.  Reach out to bloggers who can write about areas that are not central your brand, but are tangentially related, and offer to give them a platform to showcase their expertise. 

If you’re not sure how to find guest bloggers, social media is golden for this.  Through researching who actively shares certain hashtags, and is an influencers in online communities, you’ll be able to draft a list of who is a potential guest blogger. 

You can also extend this opportunity to your current client base, some of who may jump at the opportunity to be featured by your brand.  This strategy works to diversify the content of your blog, and the guest blogger will also benefit by getting back links to the content on their own website. 


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(4) Re-Purposing Content

An article on your blog is a great way to use the written word to communicate something about your brand.  But we all know that a lot of people don’t read.  This is why it’s important to re-purpose your written content. 

A great example of this is what started as a private webinar, later became this article, then this downloadable, then finally the content was repurposed to become this video.  This strategy works to grab the attention of a diverse set of viewers. 

The content can be linked to each other, like how the above-linked downloadable is linked to the article.  Creating so many versions of content can also be fun, because it brings together a team with diverse skill sets. 

(5) Link Building

Link-building is an outreach process where you find others who have blogged about a topic in your industry, and you ask these bloggers to link to a related article from your blog. It’s a way to greatly increase your site authority and secure a new set of potential customers.  For a few ideas of how to go about link-building, and how to get the conversation started, see my previous article on link building strategies to improve SEO.

(6) Link To A Landing Page

A purpose of your blog is to drum up interest in your brand.  If you do this well, your readers will want to be able to go somewhere to be able to learn more.  This is why it’s important to have a CTA to bring them to an associate landing page, which can be another page on your site, or an independent page. 

One of my favorite landing page integrations is Mail Munch.  It works as a landing page or a lead generator form that integrates with the ESP Mailchimp, and one of the best aspects is that it’s free!  If you are looking for landing page options to give you a wider selection of templates, look into these two popular options - Unbounce and Instapage.

(7) Connect With Communities

Marketing your blog content to online communities is a way to get a lot of loyal followers to your content and brand.  Facebook recently changed its mission (and algorithm) to be more community focused, and has 620 million groups where people communicate over common interests.  (Yup, those are a lot of group!)

LinkedIn groups serve the same purpose, but are likely to attract a more professional-leaning population.  Twitter chats are another way to get connected to a community of like-minded people. 

Once you find a community to connect with, start a conversation and share your blog article with them.  They will likely give you feedback, and may share it with their friends and colleagues.  This is all part of the important iterative review process that is inherent in marketing.


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Summing It Up

A winning blogging strategy is more than crafty copy and enthralling images.  It takes strategy and a lot of smart moves to make sure that your blog is worth the investment.  The good news is that none of this is a black box. 

By following the 7 steps described above, you can have a winning blogging strategy.  So, remember (1) lead generation with downloadables, (2) newsletters, (3) guest posting, (4) re-purposing content, (5) link-building, (6) link to a landing page, and (7) connect with communities. 

With these 7 strategies you can have confidence that you have a winning blogging strategy.