How to include the blog in your digital marketing strategy

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The first thing you need to know is that having a blog is not just about writing and publishing whatever comes to mind from time to time . You need to design a strategy with a publication schedule and types of content based on your audience and your goals.

Set your blog goals
As we always recommend, in any digital clinical nurse specialist email list marketing strategy the first step is to establish the objectives you want to achieve . Remember that these must be measurable and aligned with the general objectives of your company.

Some of the goals of your blog could be, for example, to promote your brand, build customer loyalty, reach your target audience, generate leads, increase sales or improve customer satisfaction.

Before designing the strategy, it is interesting to identify the best practices of your competitors . Select a few companies and analyze what categories their blogs have, what topics they address, how often, and what posts generate the most interaction. With all this, you can get a fairly precise idea of ​​what you need.

blog audience
Define your blog's audience
What type of audience do you want to reach with your blog? Their profile is probably similar to that of your potential client. Analyze the sociodemographic aspects (gender, age, education, income, lifestyle, etc.). This will help you establish, among other things, the writing style, more or less formal, and the technical level of your articles .

Determines the contents and formats
Once you know your audience and what content is valuable to them, you can define the main topic of your blog and the categories it will include . At this point, a prior study of your competition will be very useful.


A blog doesn't only contain text articles. In fact, you should use different formats in your posts to make them more enjoyable . You can include infographics, videos, podcasts, reviews, product comparisons, interviews or any other format that will appeal to your audience.

blog
Create a publishing and dissemination plan
Ideally, you should create an annual publication calendar , although this is not always possible. In any case, plan your content well in advance and take into account how important dates and events affect your business : trade fairs, sales, Christmas, etc.

To increase the reach of your blog, share your content on social networks where your audience is. A good idea is to monitor news related to your sector and write about it when there is a relevant event.

Finally, don't forget to measure the results and adjust your strategy to what your audience expects. And remember: a blog is a profitable investment in the medium and long term .

Nowadays, blogging is included in almost all digital marketing strategies. Do you already have your own blog? Tell us how it works for you or why you haven't incorporated it yet.

Guest Author :

Patxi Fontalba
Digital entrepreneur since 1997. Director at TTANDEM, an agency specializing in digital marketing and results-oriented web design.