How to Create a Winning Blog Content Strategy in 7 Steps

Among different issues, a good weblog can:

  • Drive site visitors to your small business.
  • Increase consciousness of your model and merchandise.
  • Bring new prospects your means.
  • Educate and nurture your prospects and prospects.
  • Help you grow to be a thought chief in your area of interest.

We say “can” since you first want a bulletproof weblog content material technique on your weblog to tick all of those bins.

And that’s what we’re going to discuss at present.

Here’s what we’ll cowl:

What is a weblog content material technique?

A weblog content material technique is a imaginative and prescient and a plan that you’ve got on your weblog. Much like a enterprise technique, a weblog technique will level your weblog in the fitting route and information you in direction of what you need to obtain together with your weblog content material.

Your weblog content material technique ought to be aligned with your small business objectives and your total content material technique. Your enterprise objectives ought to be the primary driver of your content material.

For a higher thought of the place your weblog technique sits in the massive image, right here’s a easy diagram:

Why do you want a weblog content material technique?

There are more than seven million weblog posts revealed each single day. In our examine, we discovered that almost all (90.63%) of all net pages get no month-to-month natural site visitors. At all.

Without a clear technique, you may find yourself creating weblog content material for the sake of making it—with out it getting any site visitors and doing any good for the expansion of your small business.

A strong weblog technique will assist you be in the 9.37%.

Now, let’s get to creating one.

How to create a weblog content material technique

Here’s a step-by-step information for constructing a weblog technique that may assist you get extra site visitors to your small business and produce new prospects your means.

  • Define your “why”
  • Research your opponents
  • Do thorough key phrase analysis
  • Build a content material plan
  • Create your weblog’s id
  • Track your success
  • 1. Define your “why”

    Forget the metrics for a second and consider the massive image. What is the aim of your weblog? Why ought to your weblog exist? Your solutions to these questions type the essence of your weblog content material technique, so attempt to put it into one sentence and let it information all of your weblog efforts.

    At Slido, as an illustration, our overarching aim is to grow to be the #1 useful resource for individuals who need to run higher conferences.

    If you’re struggling to discover your weblog’s function, this straightforward “help-to-by” framework (impressed by the “get-to-by” mannequin from promoting) could assist you. Just fill in the gaps.

    The function of my weblog is to assist [audience with a specific problem or JTBD] to [the desired outcome] by [the means].

    At Ahrefs, our help-to-by technique could possibly be as follows:

    Help entrepreneurs and web site homeowners to get higher at search engine marketing and drive extra site visitors to their web sites by publishing in-depth tutorials and how-to guides.

    If you’re constructing a weblog on your on-line yoga accent retailer, your weblog’s function could also be to:

    Help individuals beginning with yoga to attain success by offering them with the perfect practices and the perfect suggestions for gear.

    It’s essential to set your “why” proper off the bat because it helps preserve each different side of your weblog content material technique on observe.

    2. Research your opponents

    Competitive analysis is a useful supply of inspiration on your weblog content material. It uncovers which key phrases deliver them site visitors, what sort of content material works for them, what they’re doing effectively, and the place they fall quick.

    You ought to analysis two varieties of opponents:

    • Business opponents
    • Content opponents

    Business opponents

    Business opponents are the businesses/manufacturers that provide comparable (or the identical) services or products as you do. They’re comparatively straightforward to determine, as you’ve most likely been conscious of them from the very starting of your small business.

    For instance, if you happen to’re promoting yoga mats, then is your small business competitor.

    You can test your competitor’s best-performing content material in natural search utilizing Ahrefs’ Site Explorer:

  • Enter their area or weblog
  • Go to the Top Pages report
  •’s prime weblog posts by estimated month-to-month search site visitors

    Here, you possibly can see that will get a lot of natural site visitors to their posts about seated yoga poses and yoga poses for flexibility. They additionally rank #1 for each of those key phrases in Google, as you possibly can see from the “Top Keyword” and “Position” columns.

    This report is nice for rapidly discovering some preliminary matters and key phrases that is likely to be price writing about. If you want extra, simply repeat the method for extra enterprise opponents.

    Content opponents

    Content opponents are web sites you’re competing in opposition to in natural search however that don’t essentially compete with you in a enterprise sense.

    For instance, considered one of our content material opponents is as a result of it competes for lots of the identical key phrases. But it’s not our enterprise competitor as a result of we each promote various things.

    You can discover content material opponents simply with Keywords Explorer:

  • Enter the key phrases you discovered when analyzing enterprise opponents
  • Go to the Traffic Share by Domains report
  • This report reveals the web sites with probably the most estimated natural site visitors from the key phrases you entered:

    Run these websites by means of Site Explorer as you probably did with your small business opponents to discover much more matter concepts.

    3. Do thorough key phrase analysis

    Now that you recognize what your opponents write about and the place their site visitors comes from, it’s time for key phrase analysis to discover what individuals are trying to find in your area of interest.

    First, determine your seed key phrases. Seed key phrases are mainly the important thing matters that you simply’ll be writing about in your weblog. The easiest method to do that is to write down the primary phrases that outline what your small business is about or what you promote.

    For instance, if you happen to’re beginning a weblog on your espresso store, they may look one thing like this:

    • Coffee
    • Espresso
    • Cappuccino
    • Latte
    • Aeropress
    • Coffee beans

    If you plug these into Keywords Explorer, go to the Matching phrases report, and swap the match sort to “Questions,” you’ll see a whole lot or hundreds of question-focused key phrase concepts:

    Most of those can be appropriate candidates for weblog posts as a result of they’re questions.

    If you want extra key phrase concepts, learn our full information to key phrase analysis.

    4. Build a content material plan

    Now that you’ve got tons of concepts on your weblog, it’s time to prioritize and construct your content material plan. To do that, you need to contemplate these three metrics:

    • Traffic potential – How many occasions a month is that key phrase looked for in Google?
    • Ranking issue – How onerous is it to rank in natural search outcomes for that key phrase?
    • Business worth – How related is your product in connection to the matter?

    The greatest matters are these with excessive site visitors potential and enterprise worth and low competitors:

    How do you decide these items?

    In Keywords Explorer, you will get a tough sense of site visitors potential by trying on the key phrase’s month-to-month search quantity. However, we suggest paying extra consideration to the estimated site visitors of the top-ranking web page—as most pages get site visitors from a number of key phrases.

    For instance, the search quantity for “how to make french press coffee” is 20K/month, however the top-ranking web page will get round 60% extra site visitors:

    As for estimating rating issue, our Keyword Difficulty (KD) metric is a good first port of name. It charges the relative rating issue of key phrases on a 0–100 scale (larger = tougher):

    That mentioned, because it’s inconceivable to distill rating issue to a single quantity, we suggest you test a few different issues earlier than focusing on a key phrase. You can be taught extra about these in our information to discovering low-competition key phrases.

    Finally, when it comes to enterprise worth/potential, we suggest assigning every matter a worth between zero and three relying on how essential your product/service is for fixing the issue at hand.


    Bringing this all collectively, it’s clear that if you happen to promote high-quality espresso beans on-line, then a key phrase like “how to make iced coffee” ought to be in your radar as a result of it:

    • Has excessive site visitors potential – the top-ranking pages will get ~46K month-to-month search visits.
    • Is low competitors – its KD rating is comparatively low (28), and a few of the top-ranking pages are from comparatively small websites.
    • Has excessive enterprise worth – your espresso beans may also help searchers make a higher cup of iced espresso.

    Once you’ve discovered a bunch of related matters to cowl, the following step is to group your matters and sort out them in batches, in any other case generally known as “clustering.”

    For instance, when doing key phrase analysis, you may discover that many individuals are trying to find methods to make various kinds of espresso, like:

    • how to make iced espresso
    • how to make chilly brew espresso
    • how to make french press espresso
    • how to make whipped espresso
    • how to make matcha latte

    So it’d make sense to group these into a “cluster” and sort out them concurrently. You could even have the option to use the identical template/define for all matters in a group, which is able to considerably enhance the effectivity of your content material creation efforts.

    You also can interlink these posts to create what’s generally known as a content material hub, which some individuals imagine helps every publish to rank larger in Google:

    5. Create your weblog’s id

    Think of your weblog in the identical method as you consider your model. What differentiates it from different comparable blogs? What can be your weblog’s distinctive voice, tone, and model?

    Put collectively a set of editorial tips that may outline your weblog’s model.

    The most essential facets of your weblog’s tips are:

    • Visual tips
    • Voice & tone
    • Writing guidelines

    Visual tips

    Visual tips are there to create consistency in the standard and elegance of weblog publish imagery. It’s essential as a result of your weblog is an extension of your model, so that you shouldn’t underestimate the visible facet.

    There’s usually a lot to contemplate right here, so a good place to begin is to discover a means to make your header illustrations distinctive and recognizable.

    For instance, on the Ahrefs weblog, every publish options a customized illustration with a distinctive visible model:

    Voice & Tone

    Voice and tone tips outline your weblog’s character and values. For instance, if you happen to had to describe your weblog with adjectives that you’d usually use when describing a individual, what would they be? Simple and good? Friendly and bubbly? Humble and useful?

    Your weblog’s voice and tone will probably derive from it if you have already got a sturdy model id.

    However, preserve in thoughts that your weblog is a separate entity. Define the way it will sound, what it’ll stand for, and what feelings you need the articles to evoke. Be particular about jargon, formality/informality of the writing, the extent of quirkiness, the usage of humor, and many others.

    Writing guidelines

    While voice and tone tips are extra concerning the “soul” of your weblog, writing guidelines outline the “body” of your weblog content material. These embrace spelling (e.g., British vs. American), formatting, the size of paragraphs, capitalization, headline codecs, and many others.

    Having these sorts of tips will assist you preserve the identical stage of high quality throughout all of your weblog posts and onboard new writers extra simply.

    professional tip

    Write down all of your weblog guidelines and tips into a coherent doc. It will act as an instruction guide on your weblog you can share together with your contributing writers and are available again to everytime you want to develop your weblog technique (I want somebody had instructed me this earlier).

    6. Track your success

    Having a weblog content material technique is all effectively and good, however you additionally want a Key Performance Indicator (KPI) to observe how effectively your technique is working throughout time. You also can present this to your boss in the event that they’re inquisitive about your weblog’s efficiency.

    If you’re beginning out together with your weblog, site visitors might be probably the most possible KPI to observe—which you are able to do with Google Analytics. It could sound primary, however you merely want to write content material, unfold it, and acquire traction in the early phases.

    Once you get to that stage, it’s clever to swap to measuring a extra strong KPI like your natural share of voice. This tells you the way seen your model is in natural search relative to the competitors.

    You can get a sense of your natural share of voice utilizing Rank Tracker:

  • Add the key phrases you need to rank for
  • Add your opponents
  • Go to the Competitors Overview report
  • Check your Visibility
  • You need this to be rising relative to your opponents over time.

    Final ideas

    Building a profitable weblog content material technique takes effort and time, however it’s price it. If you’re moving into running a blog, try to be in it for the lengthy haul. You gained’t see outcomes right away, however with the assistance of Ahrefs and this tutorial, you’ll construct a high quality weblog that may bear fruit in the type of extra eyeballs and prospects your means.

    PS: If you hear individuals say: “Do people still read? …Isn’t the blog dead?” Don’t hear. As lengthy as individuals are nonetheless trying to find info on search engines like google and yahoo, running a blog isn’t useless.

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