If you talk to 10 digital marketing agencies, you’ll get 10 different ideas on how to create a blog strategy.
Unfortunately, many provide their clients with “cookie-cutter” strategies.
You can’t create the same blogging plan for an enterprise tire company as you would for a pest company that serves a 50-mile radius or an author marketing cookbooks.
First and foremost, the discussion must focus on the end goals of each business or personal brand.
Is the client’s mission to build value over a 10-year period and retain customers (think of a plastic surgeon or investment company), or is the mission to highlight its products to one-time buyers (think of a DNA test business)?
The above examples would require extremely different strategies.
Although all businesses are different, one approach does work for most cases, a strategy that my agency has developed while working with clients from niche wellness product businesses to luxury rehabs to enterprise tire companies.
The process weaves three tactics together that run simultaneously. The first is what I call “Intentional Storytelling SEO,” basically creating keyword-optimized content for user intent that’s based on storytelling. The other tactics focus on Unique Selling Points (USP) and sales blending.