Blogging is a central part of content marketing, but how can you maintain a theme through a series of blogs for a campaign?
Most digital marketers and their clients will understand that content remains kind. The use of organic content with good SEO remains a crucial weapon in the armoury of anyone trying to win the battle for the attention of potential customers.
Of course, the first task of any organic content strategy is to build up authority with good SEO and hit the first page of the search rankings. If the content is written well enough and all the best practices of SEO are applied, this can be accomplished in six months. Once achieved, the task becomes easier to maintain thereafter.
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How can you make organic blogs more effective?
All this is good news for creating awareness to begin with. But how effective can it be in pushing the reader along the buyer journey?
Part of the answer lies in the role of organic content in a campaign. The rule of seven applies here. The typical buyer needs to see a marketing message seven times before they make a decision to commit to a purchase.
For that reason, while writing, a very good blog can be very interesting. If it is on a completely different theme to the blog before it or the one after it, the net effect is that readers will be less likely to come back for more.
A more effective way of approaching the task is to plan ahead and come up with a series of blogs that fit together to help your campaign, giving readers something to keep on coming back to.
There are different forms this could take:
- A series of blogs that each take different aspects of a theme to build up a comprehensive picture,
- A succession of blogs that look at the same issue from a range of different perspectives,
- A series of blogs that tell a story, which is ongoing with each successive piece.
Where does good storytelling come in?
The last of these can be the most compelling of all when used in a campaign, as it can contain a series of elements that storytelling is able to bring into the equation.
- It creates a deeper sense of what a firm does and why,
- It develops a narrative the reader feels they can become a part of,
- It reveals more information each time.
Let’s consider a practical example. Suppose your firm has developed a new product, which has an eco-friendly element to it. You could then tell your firm’s story through a series of blogs, each helping to engage the reader with what you are doing.
For instance, you can start by outlining the vision behind your firm and why the original ideas you had were the reason for the development of the product that is now on offer. Then, your subsequent blogs can discuss the product in relation to the development process, the way the company was built to reflect a set of values and where it is going next.
In order to do this, it is important to plan ahead. Just as other aspects of a digital marketing campaign would be planned, such as a schedule of social media posts or PPC ads, so a series of blogs can be planned. By sitting down and working out a series of blogs to support a campaign, with each reflecting a part of your story or an informative piece to cover a key part of the topic, you can ensure you have a comprehensive plan in place.
Integrating your blogs with other marketing areas
Furthermore, a structured series of blogs can also play an important role in a wider marketing campaign. The best strategy will make sure there is a sufficiently close connection between the blog topics and other elements, such as PPC or social media posts.
For example, suppose you are running a series of PPC ads promoting a particular product to solve a certain problem. It makes sense if your blogs also focus on various aspects of this problem and the issues it raises, before proceeding to explain what the solution is.
By doing this, you can ensure your organic content backs up the other marketing work you are doing and vice versa. This also helps move you through the ‘rule of seven’ process.
How long should your series of blogs be?
The next question to ask is just how long a series of blogs should be. After all, there are few subjects on which so much can usefully be written that you can keep on producing material without repeating yourself.
The following considerations should be taken into account for this.
- Is it accompanying a campaign of PPC ads, social media posts or other digital marketing of a particular length?
- Is there a clearly defined set of aspects of a topic that should each be covered by a blog?
- Is the topic one on which new developments are happening all the time, meaning there is always something fresh to produce content about?
Of course, you will want to keep on producing content to build up your authority. In addition, with good SEO you can reach the first page of the Google rankings in six months. But that does not mean producing content for the sake of it.
Indeed, a better strategy is to be ready with something else. The reason is to move onto once a campaign is done. In this way, you can produce a fresh series of blogs and widen your authority.
What can we do to help?
At BeUniqueness, we have years of expertise in content marketing. We can help ensure you have the kind of blog content that can build up authority, tell a story and cover themes thoroughly to ensure your campaign is given the best possible chance of success.