To blog or not to blog… that is the question. When you consider that blogging increases your leads by 67%, gives you 97% more links to your website and a fantastic return on investment, the answer is definitely “To blog!” This is why it’s such a critical part of your digital marketing strategy.
Your website is vital to your online marketing strategy. It is your business card on the Internet. It sells your company when you aren’t physically networking, following up on leads and closing sales. Therefore, your blog is as important. Now, whether you use external or internal bloggers, they help to get the job (reaching your digital marketing goals) done.
How do bloggers fit into your digital marketing strategy?
They help increase SEO and traffic to your site and blog
Most customers will find your website or blog by entering a question or search phrase into a search engine. For example, ‘How do bloggers fit into your digital marketing strategy’. Therefore, you need to have a good SEO ranking so your customers can find you online.
Bloggers (internal or external) help you achieve this by posting regular, high-quality blogs on your website or even on theirs. They use relevant keywords and relevant content to ensure your customers can find you online.
This means that the person putting together the content calendar needs to have done thorough keyword research as this information will inform what topics they assign to bloggers. A list – of about 20 – keywords and long-tail keywords needs to be developed that need to be incorporated into each blog post. This is so that Google will pick up that your site is relevant to these keywords and when people search for these keywords the search engine will rank your site highly in the SERPs. (A good idea would be to do an SEO course to get more familiar with keyword research.)