All kinds of things can provide the “content” in content marketing, but one of the most effective is a blog. You can use a blog to put a more personal face on your brand, but its primary purpose is to drive traffic.
But where are you driving traffic to? Is your current website the best place for your blog, or should you host it elsewhere? As always, with marketing strategy, the answer is “it depends on what you’re trying to do.”
The usual practice is to host a blog on your own website. Do this if you want to:
- Drive traffic to your site. Obviously, there’s a correlation between traffic and sales. Use the blog to attract visitors, then make sure it’s easy to navigate around your site to find product information, customer reviews, and other material that will turn visitors into customers.
- Make sure there’s a constant flow of new material on your site. One of the most important factors in page rankings is fresh content. A blog is one of the easiest ways to make sure there’s new content on a frequent basis. Ideally, one or more people will be blogging a few times a week, if not daily.
An on-site blog isn’t always the answer though. The primary reason to host your blog off-site is to protect the effectiveness of key words that are already creating traffic. Some blogs include content that is only partially connected — or not connected at all — to your main mission.
For example, blogging about your staff’s community service activities or the company softball team, or posting photos and brief bios of new employees, can help personalize your organization’s public face. At the same time, however, it can also throw up a bunch of key words that might dilute the search effectiveness of terms more relevant to your products or services. You don’t necessarily need to acquire a new domain to move your blog offsite: you can use WordPress or a similar site and crosslink between the two domains.
A blog is a great idea — but make it part of your overall branding strategy and place it accordingly.