How to Create a Killer Blogging Strategy with Targeted Content

Creating a Blog Strategy

The vast majority of bloggers believe that if they write relevant content and use a simple blog marketing approach, their lead gen landing pages will rank and convert on their own. But it's not that simple—and that's a good thing! Because it implies that the bar has been set so high that most businesses will be unable to clear it.

So your firm has a well-developed blog with a well-defined editorial calendar, but do you have a well-defined blog strategy?


You routinely write high-quality content, and your posts consistently rank on page one for a variety of keywords. So far, so nice, don't you think? When it comes time to dig into Google Analytics to justify your efforts, you'll see a pattern that's disturbingly prevalent for businesses of all sizes: your blog articles are receiving a lot of traffic, but they're not converting.


This means no purchases, email list subscriptions, webinar registrations, or white paper downloads. There is nothing.


If this describes you, it's time to get more focused. Consider blogging success in terms of bolstering your marketing plan. You must have a blog strategy in place if you want to achieve substantial business results. Here's how you can make one:


Read our fantastic digital marketing guide to see how blogging fits into the bigger picture.

Blogging Objectives


Main Points 


  •  A blog strategy that helps you rank higher in the SERPs is insufficient. You must also drive conversions.
  • Conversion goals fluctuate depending on the stage of the funnel and the audience segment.
  • Create a strong content schedule and leverage images, interactive components, and in-house specialists to create incredible, in-depth content to boost rankings and conversions.
  • Create distinct CTAs based on the conversion goals of each blog article.
  • Develop a reporting process, set success metrics, do A/B testing, leverage behavioural intelligence, and create a reporting process to continuously reoptimize your blog content for increased conversions.
  • To get the most out of your blog entries, use a variety of advertising tactics.
  • Scale everything by implementing processes, tools, and templates wherever possible.


Do you want to learn how to develop a successful blog strategy? Begin by defining what your marketing team hopes to achieve through blogging. This can include things like:


  • Increasing your visibility in search engines for specific themes
  • Increasing your search engine presence at all stages of the funnel
  • Increasing general brand awareness
  • Creating industry authority
  • Increasing public awareness of a given campaign or promotion
  • Providing relevant materials to your customers and future consumers
  • Telling the Story of Your Brand
  • Creating topical authority for several topics in your sector
  • Creating a community of people who share your brand's beliefs and passions.
  • Market research: determining the success of various themes in order to gain a better knowledge of your target audience.
  • Transactional conversions (someone reads a post and makes a purchase on your site)
  • Other conversions (email subscribers, social shares, ebook downloads, etc.)

Blog strategy conversion objectives


With so many non-conversion goals supplementing the normal blog content plan, determining how conversions should fit into your goals can be difficult. This is made more difficult by the fact that conversion targets vary greatly based on price point and industry.


As a general rule, the lower your price point and the shorter your sales cycle, the higher your conversion standards. Estee Lauder, for example, may fairly expect an article like 5 Summer Travel Essentials to result in conversions. The low price point of their items in relation to their target demographic results in a quick sales cycle that encourages impulse purchases.


Tesla, on the other hand, is unlikely to expect a single blog article to sell a $60,000 automobile. This type of sales cycle must be nurtured gradually through a variety of client touch points. B2B and corporate SaaS companies also have longer and more sophisticated sales cycles. As a result, a B2B blog strategy will prioritise repeat visitors and micro-conversions (more on that later.)


To begin setting a conversion objective for your business blog, look at site-wide conversions.


Then, take into account any industry benchmarks you've identified through competitive research, revenue targets, and non-conversion targets.


If you don't have enough information to make an educated guess, keep your conversion rate flexible. Simply determine the percentage of posts that will be conversion-driven rather than awareness- or brand-driven. Then, monitor the performance of each conversion-focused post. Take note of the format and content of the posts that convert and use their conversion rate as your benchmark.


Content for the conversion funnel as a whole


Your blog marketing approach attracts three unique audiences, each of which is at a different point of the purchasing process - awareness, contemplation, and decision. Individuals in each of those stages will have various demands and will require varying levels of education and material. As a result, depending on where you are in the conversion funnel, you will want to focus on different conversions.


Learn how to target buyers throughout their journey by reading our post about Tofu, MoFu, or BoFu.


Assume Slack, a popular office-chat-on-roids firm, wants to target prospects in the "Awareness" stage. Slack's blog post The Ultimate Guide to Effective Collaboration in the Workplace may be of interest to a healthcare organisation trying to improve team collaboration and efficiency. They aren't even aware they are looking for a digital communication tool. As a result, a "Buy Slack Now!" CTA is unlikely to convert. A study on workplace communication, on the other hand? Yes, absolutely.


After reading the study, the healthcare company recognises that a digital communication tool is just what they require. They are now in the "Consideration" stage. The only stumbling block? HIPAA regulations. As a result, they begin exploring for ways for healthcare providers to use digital communication platforms without breaching HIPAA. There are numerous tools available. Their investigation, however, leads them back to Slack: How Health-Care Teams Can Maintain HIPAA Compliance Within Slack.


With all of this fresh and highly focused data, they're confident Slack is their best option. They've progressed to the "Decision" stage. All they need now is one more shove. Add a "Buy Now!" or "Get Started!" CTA and...bam!


Through micro-conversions from their blog, the Slack blog has just lead a buyer through the whole purchase funnel.


Aim to provide exceptional content at each stage of the funnel as you construct your new blog strategy. Then, set conversion and micro-conversion goals that correspond.

For your blog approach, create buyer personas.


Now that your objectives have been established, let's work together to achieve higher rankings and more conversions. First, create personalities for your target audience. This type of segmentation is more sophisticated and based on personality than the "awareness funnel" segmentation. (In actuality, each buyer persona will be divided into three and distributed across the awareness funnel.)


Do you have any instances of buyer personas? Take data from your website, search, social, email, customer service, and sales, and categorise the many categories of people who use your product. Your sales and customer support personnel will have significantly more insight into your clients' personalities, problem points, and tales than data alone can provide. So take the time to interview them.


Then, for each persona, address their unique pain points, search behaviours, priorities, and preferences. Write in-depth content for each persona in addition to your more generalised information.

Use exceptional content to target audience personas.


Customers are considerably more likely to convert if your blog approach focuses on the value propositions and solutions that they are most interested in. Making visitors feel connected to your company is simply one of several strategies for lowering your bounce rate!


Let's take a look at a fashion retailer like H&M. The business sells young, new, and affordable apparel, which results in a variety of client profiles. Aside from teenagers and those in their early twenties with disposable cash, the site's consistently stylish and low-cost clothes appeals to middle- and working-class women in their 30s and early 40s.


The latter persona places a premium on professional business wear as well as comfortable-but-cute apparel. They also search for traits like as figure-flattering and classy. This group is interested in fashion, but it is not the centre of their universe. And they may like indulging, but not in pricey clothing that makes them feel bad about their purchase. This group would benefit from a post like Easing Into Fall.


Teenagers and young women, on the other hand, are obsessed with fashion and culture. Their purchasing selections are impulsive, exploratory, and influenced by current trends. And the level of sophistication or interview-readiness of an item isn't always their top concern. For this group, The Bold, the Bright, and the Brilliant is a fun, informative, and conversion-friendly post.

Topic groups and pillar pages


Topic clusters and pillar pages aren't just useful for establishing topical authority and driving ranks in SEO. They are also an important component of a B2B content marketing strategy for establishing trust. Those personalities you're writing for might not convert after only one post. However, if they read more and learn that you're an authority on the subject they're interested in, they'll come to trust you more and more.


Link to related posts to help readers navigate your material and keep them reading.


Create categories for your blog and tag each post. You can go to the categories on the side by using a basic navigation layout similar to Whole Foods' blog. Alternatively, you can divide the page into sections and use an image-based navigation system, similar to Slack's blog.


Consider this: one of the primary advantages of any blog content strategy is its capacity to strengthen a brand's personality, credibility, and authority over time. You may shorten the timescale by making it easy to get to in-depth blog articles about the themes that each user is interested in. Instead of learning about your brand post by post and email by email, your audience may learn about the brand inside an overarching theme all at once. This increases the recall value of your brand in the minds of your target audience. And it makes them that much more saleable.

Additional Materials


Do Content Hubs Exist? (Examples, Types, and SEO Advantages)

ENTIRE ARTICLE

What exactly are Pillar Pages? How Do They Aid SEO Rankings?

ENTIRE ARTICLE

What exactly are Topic Clusters? (How They Enhance SEO)

ENTIRE ARTICLE

Internal Linking for SEO: A Strategic Best Practices Guide

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Creation of a content calendar


Before you start a blog, you should plan out your publishing schedule. Your content calendar is an essential organisational tool that assists your entire team in producing the right material at the right time.


Creating a strategy that works for the team and incorporates other departments will automatically promote rankings and conversions. It enables you to generate buzz about product releases as they occur, offer solutions throughout various holidays, advertise seasonal items, and handle life events such as graduation or the back-to-school rush.


For the most part, the connection between conversions and a robust content calendar will occur spontaneously. You can, however, fine-tune your calendar using a conversion-driven approach to help it go the extra mile. Use tools like Google Trends to pinpoint the precise moments when your priority keywords are most popular.


Then, using Ahrefs, Moz, STAT, SEMRush, or another similar tool, delve even further into your keyword research data, observing how search volume for priority keywords varies month to month. Monitor conversions to determine whether specific days of the week or months of the year result in a rise in conversions on your blog.


Then, as you design your content calendar, use this knowledge to your advantage. Allow each piece of material to hit at the precise moment when it is most likely to have an effect.

Conversion-friendly content

The preparation and conversion optimization stages of your content creation process are critical. But, at the end of the day, the single most important aspect in developing a blog strategy that ranks and converts is, well, creating material that is worth it. Your article must be of high quality. It has to be excellent.


And, believe it or not, here is where the majority of blog tactics fail. Companies will sometimes spend a significant amount of time developing their content strategy, defining a calendar, and developing a working production system. Only to strike out with the posts themselves in the eighth inning. True, 300-word fluff entries may keep your site updated on a daily basis, but to what end?


Include the resources and staff time required to create the type of material that people will want to read. If the piece is a how-to or advice piece, try to enlist an actual subject matter expert in the content's creation. You may conveniently discover these topic matter specialists within your own organisation.


Because it is unique to you, in-house industry knowledge is one of the best instances of content marketing.


Change up the format of your blog post by include visual content in addition to text. Your design team should also be involved in the creation of infographics, interactive elements, and other blog-related materials. Then, recruit fantastic writers. Allow them adequate time and give them a cause to care about each post. If blogging becomes a repetitive and mechanical process for them, they will not be able to write the creative, fascinating, enjoyable, or essential pieces that they are capable of.


In this post, we delve even further into the tremendous commercial impact of content marketing.

Invitations to action


Include clear calls to action in each post and make them visually appealing. This does not have to be the standard "purchase now!" or "start your free trial!" call to action. You can also include CTAs that link the user to more blog posts, resources, case studies, webinars, or individual goods, depending on the content and funnel level. Alternatively, invite them to a talk, challenge them to try something new, or show them where they may learn more.



While visible CTAs such as buttons and call-outs are essential components of any conversion strategy, they are not the only sort of CTA that converts. You may also incorporate the CTA within the text and make it the natural next step. Try testing inline text CTAs, which can occasionally outperform graphic CTAs on the same page. You can even go one step farther. Recipes, for example, are a significant feature of a foodie-focused grocery store's blog, such as Whole Foods or Trader Joe's. By giving a quick and easy way to add every item in each recipe, in the exact amount, to your shopping list, you may enhance conversions enormously. a well-known grocery delivery service Instacart expands on this concept by working with popular recipe site AllRecipes.


Home improvement stores and other sites offering project-based how-can to's also benefit from this method. Michael's, for example, incorporates a supply list into each of its project ideas and provides a simple "Add to Cart" button next to each individual item.

Reporting and success metrics

Use the first conversion targets you set as a baseline to gauge the performance of your business blog strategy. Then, taking into account the length of your sales cycle, calculate the conversion rate for each post.


As soon as the holiday is finished, you'll be able to track conversions on a holiday-themed blog article, for example. However, for evergreen blogs and firms with longer sales cycles, such as Slack, the conversion rate in the first month may not reflect the entire story. If the post becomes a valuable resource and a constant source of organic traffic, you will observe an increase in conversions over time.


View conversion paths as well as conversions for each post. This will be taken into account when a user interacts with the article at a given stage of the customer journey (and when it is the initial interaction), even if they later convert through another channel. Conversion pathways aren't without flaws. They are, nonetheless, a useful supplementary data point.


Start keeping track of which posts convert well. Then, fine-tune your strategy as needed. Here's a more in-depth look at the most critical SEO data to monitor.

Optimized conversion


Without conversion optimization, your blog approach will fail to take off. Include a lot of visual call-outs and CTAs, but make sure they flow with the blog content and adhere to UX best practises. Check each link to ensure it is operational. And make sure you thoroughly edit each post to avoid trust hurdles like grammar and spelling errors. Maintain a clean and contemporary blog design.


Take, for example, our blog posts. Not only do we include CTAs throughout the post, but we also include them at the end. However, they are also included at the end, along with social network sharing links. Some of the CTAs will take you to the contact page. Others connect to more blog posts. And some lead to case studies pertinent to the blog topic. CTAs that are contextually related to the material on that particular page can be found in each blog post.


If you go through our blog entries, you'll notice that some of the CTA wording is repeated, such as this:

Repetition strengthens messages


The repeated CTAs aren't by chance. In fact, it's an excellent approach to cement stridec identity and mission in the minds of our readers.


The key is to change it up. Include more than one call to action (CTA) on a single page. Contextually appropriate CTAs should be tested alongside more foundational CTAs. The more CTAs we put in our content, the longer it is. This not only increases the number of conversion chances for readers. It also helps to break up the material and make the post more visually appealing. After all, no one wants to read a blog article that seems more like a PhD dissertation.


Individual posts from a well-executed content strategy will continue to generate organic traffic long after they were published: posts can continue to provide traffic for months, if not years. It's vital, then, to go back and update high-performing blog pieces on a regular basis. Check that their design is current, that the call-outs are still the ones you want to emphasise, and that vital information is as current and relevant as feasible. Check for broken links and ensure that the resources you link to are still the most useful ones you can provide. When it comes to conversions, your popular pieces from the past have a plethora of low-hanging fruit.


A/B testing


Testing, testing, testing is a big aspect of conversion rate optimization. Even CRO specialists can't think of the best CTAs for your blog article off the top of their heads. Something as easy as altering a word in your CTA or changing the colour of the CTA can have an influence on conversions. And selecting a winner is a procedure that must be learned all over again each time.


To begin tracking modifications and microchanges against each other, utilise A/B testing tools like as Optimizely, VWO, and AB Tasty. Change one component of the post and compare it to a control version of the identical post. Use your findings to create content, design components, and language that becomes more conversion friendly over time.


Behavioral examination


Use behavioural intelligence tools such as Decibel, Mouseflow, and Hotjar to observe readers' "body language" as they navigate through your content.


  • Where will they drop you off?
  • How far do they scroll down the page?
  • What is the first thing they notice?
  • Which elements do they select?
  • What kinds of photos do people like to look at? Which ones are they ignoring?
  • Is there any friction in their page experience?
  • Are they displaying any symptoms of annoyance?


Adapt to these new insights as you go on.


When you combine a conversion event with a form in your article, behavioural analytics tools can identify which form fields are problematic and driving high form abandonment rates.

SEO approach for a blog


Including conversions in your SEO plan helps to ensure that all of your organic traffic pays off. Here's a quick rundown of how to optimise your blog for conversions.

Strategy for keyword research


Before proceeding, you may want to read our in-depth instruction on how to conduct keyword research.


Different types of conversions are driven by blog posts at each stage of the funnel. As a result, before analysing conversion rates, it's critical to categorise your conversion statistics. Branded phrases, for example, indicate a higher possibility of a purchase conversion. And "Awareness" keywords will show pain spots, inquiries, interests, and other useful information about how your consumers search, as well as the chance of a micro-conversion, such as an email sign up or download.


Then, when you watch each post's conversion rate, take note of the long-tail keywords that are generating traffic to those posts. Separately track this data and compare the conversion rates of your keywords over time. Recognize patterns in the types of searches that attract a conversion-ready audience.


Simultaneously, track the keywords that attract the most traffic and keep track of their conversions. The math will still work in your favour for many high-traffic posts with modest conversion rates, and you may add these keywords to your high-value keyword list. Take a look at the posts with no or very poor conversions and see if you can spot a pattern in their keywords, such as a specific topic or keyword breadth.


If the keyword isn't the issue, you should re-optimize these posts for conversions. In fact, any highly frequented post is a fantastic candidate for CRO. Even if they're converting well or well enough, even a small boost in conversion rate on high-traffic posts — yes, even those in the Awareness stage – can result in a large income increase down the road.

Competitive examination


Even the most powerful SEO Tool can't tell you the conversion rates of individual rival blog posts. However, you can utilise their insights to help you figure out what those posts are about. Tools such as Majestic, Ahrefs, and Moz can assist you in gathering the following information:


  •  Backlinks to rival posts. Posts with more backlinks are likely to have a greater conversion   rate because they compelled people to share the post.
  •  Online distribution.
  •  Popular topics and post types.

Learn how to do a competitive analysis to identify a trend in the subjects and formats used by your competitors. It's very likely that they're doing so because it works. Click through to the individual posts; what CTAs are they using?


On-page SEO


We prepared a full piece about how to conduct an on-page SEO study because it is such a vast subject. However, if you want the tldr version, keep reading.


Optimize each article for the desired keywords by include them in the content alongside contextually appropriate terms. Use metadata, URLs, and organisational headings like as H1s and H2s to reinforce keyword relevance for Google.


Don't just write for search engines and stuff plenty of keywords into your metadata! Searchers cannot convert on your site until they first click through from the SERP. Create one-of-a-kind, intriguing, and click-worthy title tags and meta descriptions. You'll have more room to breathe in the meta description. So take advantage of it by explaining to the search audience why they should read the content. What issues will they address? What will they discover?


If possible, include a call to action in each meta description to promote clicks, keeping in mind that the meta description's objective is to entice the user to read the post, not to make a purchase (yet). That means a CTA like "Order today for free shipping!" is unlikely to be effective.


Off-page SEO


It's time to focus on link building after you've tightened all the bolts with your content strategy and technical SEO. Online media and influencers will naturally link to your material if it is actually entertaining and beneficial. A few links here and there, however, will not close the gap if your top competitors' landing pages contain hundreds of links.


Furthermore, without a significant off-page SEO plan, your pages will not rank well enough to be discovered. It's the age-old chicken-and-egg problem. You'll need to engage in highly targeted blogger outreach to kickstart the backlink flywheel.


However, whether you intend to create guest pieces or pitch influencers, you must first arrange yourself and concentrate on your value proposition. While a guest blogging strategy may be more effective than simply asking for links, it is also far more time consuming.

Make it scalability.


Working conversion optimization straight into your blogging approach will turn it into a systematised, scalable process. However, you may require additional resources, such as additional writers to cover more long-form information, designers to supply great pictures and graphics, and UX artists to build a page with flow. Create templates for various types of content marketing page layouts. Also, keep your CTAs and visual call-outs consistent (or easily customizable) and simply accessible.


Hire or outsource a CRO professional who can make thorough advice, execute A/B testing, and monitor user behaviour if necessary.


Finally, have a good time! Yes, truly. One key to writing blog articles that convert is to ensure that your content staff is enthusiastic about the topic matter. And you'll be able to knock that one out of the park with the correct resources and a flawless production process.