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Creating A Blog Strategy In 4 Steps

If you’re not doing it already, writing blog posts is an exceptionally wonderful marketing tool to add to your toolbox. 

Apparently, websites that post blogs end up seeing up to 55% more visitors than websites that don’t, according to HubSpot

I already know that blog posts are a helpful avenue to get fresh eyes onto your site, but this statistic is shocking. With numbers like that—and the potential for those visitors to book your services?—we shouldn’t be skipping out on blogging!

And aside from bringing new potential clients to your site, blogs work their magic in a few other ways:

  • They provide potential clients with valuable content
  • They give you a chance to highlight your own expertise within your industry
  • They support your SEO strategy by frequently updating your website’s content
  • They go hand in hand with your Pinterest marketing

With all of this good stuff, chances are, adding blogging to your marketing plan and creating a blog strategy is a smart move. 

And it doesn’t have to be hard.

In fact, I’m gonna help make it not hard at all!

Creating a blog strategy

Identify what your audience wants to read

If you want your audience to actually read the blogs you write, you need to know what it is that they want and need to know. Like the rest of your website, your blogs ask that you really understand your audience. 

There’s a few ways you can do this:

  1. Ask them! If you have a newsletter, ask your readers what they’d like to learn about. If you’re in a FB group for your industry, post a comment asking what your ideal customers are dying to learn more about. 
  2. Pay attention. Take note of the questions you’re most commonly asked. Keep track of the things your clients complain about in their lives and businesses. 
  3. Think about your services and what help someone would need to DIY those services themselves. If someone’s not ready to invest in your branding services, what can you offer them that’ll help them do it themselves?

While you’re researching, create a list of every possible idea that crosses your mind. And for the long-term, it’s helpful to have a running list on your notes app to jot these ideas down when inspiration strikes! Because, suddenly you’ll be seeing blog post ideas all around.

Keyword Research

With all of the ideas and topics in mind, it’s time for keyword research to make sure that, along with providing loads of value, your blogs are also SEO optimized. 

Personally, I use UberSuggest, and with the free plan, you can get 3 searches a day. I ended up purchasing the lifetime plan, though they do offer monthly plans, too. 

(Quick story: I actually accidentally purchased the lifetime plan, panicked, and reached out to their team to cancel it—which they did so quickly for me! Then that same day realized that the lifetime plan was actually such a good deal and made the most sense for me, given how often I’d be using it. So then I re-purchased the lifetime plan and it’s been happily ever after ever since.)

Based on your research, begin researching potential keywords that align with what you want to educate on. Chances are, you’ll also find inspiration for more blog topics here as well. Essentially, you want to go with keywords that have a high search volume but a low keyword difficulty.

I keep all of my keyword research data handy in Google Sheets so I can pull from it when I need more ideas down the line, for blogging or my website. 

Create a content plan

With all of this yummy data you’ve collected, now it’s time to weave it all together into a content plan. 

I personally also use Google Sheets, though I know Airtable is also a wonderful tool for this. (But I’m going to be painfully honest here: I cannot figure Airtable out for the life of me. So good ol’ faithful Google Sheets it is!). 

You can set up your plan however makes sense for you. I break mine down into 6 months, and with one blog post a month, I have about 4 blog posts a month to plan. For each blog post, I’ll determine the general topic (I always find it best to settle on a title once the actual blog is finished), the category it fits into, when I want to post it, the target keyword, and any other notes I want to add.

Be consistent

Creating a blog strategy that’s successful is only possible if you’re consistent! So when you’re developing your strategy, be honest about how often you’ll actually be able to post. And then stick to it!

I’ve found that once a week is ideal for me, because I generally always have time to whip one up. I also find that leaves me with plenty of content to repurpose for Pinterest. I’m not on social media, but if I was, it’s also helpful to be repurposed for your content there, too. So it’s always time well spent!


Before you publish your blog posts, make sure you’re optimizing them so that they perform at their best!

And that’s the basics of creating a blog strategy!

It’s important to note, though, that you don’t have to stick to your content plan every week if you’re feeling inspired to write something else! I’ve found that it’s really helpful in guiding me when I’m either super busy with client work or feeling totally uninspired. 

But it shouldn’t ever restrict you. 

Hey, I’m Kristie! And if you want help creating a blog strategy, I’d love to help! Message me here and let’s chat about what you need! 

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