Blogs are a great opportunity to engage with your prospects and provide them with fresh, original content that informs them, educates them, or otherwise adds value to their lives. Blogs are somewhat unique in that they’re a well-known platform and users have certain pre-conceived notions of the type of content they’re expecting. The key to creating a blog content strategy is knowing how it fits into the overall site content strategy, and what topics, categories and content formats should be used.
While most of the site content will be written in an objective, professional tone and is presented to the user by the brand itself, blog posts can be more personal in tone and topic and are usually published by a named author, who will have a bio and profile page. This naturally gives you the opportunity to highlight your leadership team, allow readers to get to know them, and share thought leadership content.
When we create a content strategy for your brand, we look to see how any existing blogs are performing and how that content fits into the overall content strategy. If your site doesn’t have a blog, we can help determine whether a blog really is needed and plan out what content should be created and published there.