Getting Started With Your Brand’s On-Site Blog

By August 8, 2018Blogging & SEO
on-site blog

An on-site blog can be an extremely powerful tool, and could be the solution to take your content marketing to the next level. Whether you’re yet to create an on-site blog for your business, or you gave blogging a go, but quickly ran out of inspiration or time, I’m here to tell you that a strategic and creative blog could help you reach the goals that you’ve set out for your brand.

Read on to find out how an on-site blog could benefit you, as well as discovering easy to implement strategies to ensure your blog is a success…


How Lifestyle Brands can Benefit From an On-Site Blog…

on-site blog

A blog could transform your traffic, and has the ability to triple your traffic and more. Here are a few benefits to introducing a blog to your website:

1. Improves SEO

When it comes to increasing your search engine rankings, and being ranked for multiple terms and queries, an on-site blog is key. Think about it, for many businesses there are lots of search terms your dream client or customer might find you through, but how can you optimise your site for all of them when it’s only made up of 10 pages? An on-site blog enables you to create searchable content, adding it to your site regularly, building a stronger picture of what you do for Google, as well as providing you with pages that can be optimised for key search terms.

2. Makes driving traffic through Pinterest easy

Pinterest can be an impressive driver of traffic, but so many brands and businesses are not utilizing this amazing tool. This is specifically true for lifestyle brands, as there is a huge audience on Pinterest surrounding fashion, beauty, interior design, health and fitness, bridal…and all other lifestyle industries. When you have an on-site blog that has great content and visuals, you can drive highly targeted traffic to your blog posts using Pinterest.

If you would like to implement Pinterest marketing for your business, you can download my guide ‘How to Triple your Website Traffic with Pinterest’ here.

3. Adds value to your dream customer

Creating content that your dream customer will love will bring them to you. A creative and strategic on-site blog that provides answers, ideas and inspiration that your ideal customer is looking for is a great way to drive traffic without initially trying to push a sale. When you’re a product or service based website, an on-site blog presents a fantastic opportunity to drive traffic through social media without publishing content aimed at making sales.

Of course ultimately you want the traffic that comes through your blog content to convert, whether that’s a mailing list signup or a sale. An on-site blog is a great way to build your audience and specifically target your dream customer, by providing them with value. This in turn will result in a growing and engaged customer base, and of course more sales.


How to Create Blog Content that will Make an Impact…

on-site blog

Creating blog content is all well and good, but it’s important to be strategic about the content that you create in order to see a great return on investment. Here are a few steps that you can take to ensure your on-site blog is working as hard as possible.

1. Plan ahead

Look into where your weak spots are when it comes to your search traffic. Are there any key search terms that you’re not ranking for? Think outside the box and consider all of the ways that your customer might be searching for you. Write a list of all of the keywords and phrases and create a content plan to incorporate these keywords and phrases into.

Depending on how many keywords and phrases you need to cover, your plan could be anything from three months to a year. Focus on one keyword/phrase per post, and create content consistently to cover all areas, once a week or more if possible.

2. Consider trends and seasons

Take notice of content trends. What’s working well on Google, what are your competitors doing, what’s receiving the most shares on social? You want to create content that people are actually looking for, and that will add value to them. In addition, consider seasonal trends, dates and occasions to plan for – make sure you don’t miss out on an opportunity to boost your traffic.

3. Push content through social

Make sure you share all of your blog posts through social. Don’t just do this once though. Did you know that around only 6% of your audience see each post you publish. That’s a tiny amount! Because of this, it’s totally OK to re-share your content several times. If you’re worried about repeating yourself, just create a new visual and caption each time you share a blog post to keep pushing traffic through to this piece of content.

Where possible, create evergreen content. This is content that won’t date or become irrelevant, and provides the perfect opportunity to be re-shared throughout the year to keep your audience engaged.

4. Utilize Pinterest

Make sure you pin all of your blog posts to your Pinterest boards to make your content work even harder. You can repin posts several times, you just need to create a new visual each time.

5. Create a content calendar

Creating a successful on-site blog does require regular commitment and strategic planning. In creating a content calendar you can set out a clear strategy and a timeline to stick to. You might find that you need to put aside one day a week to create all of the content and the visuals that you need to make the most of your on-site blog, but in planning ahead you can make the most of the time that you have to put into making your on-site blog a success.

Consistency is key when it comes to your on-site blog. It takes time to build traction and start to generate interest. If ever in doubt, don’t be afraid to ask your audience what they want from you. Test things and work towards a strategy that delivers results. When you get it right, an on-site blog can create amazing results for your lifestyle brand.

Have you seen great success with an on-site blog for your brand? Comment and share your experience, or post any questions you have below.

Eilidh MacRae

Author Eilidh MacRae

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