There are many things a well-thought out blog is capable of, lead generation, building brand image, cultivating client engagement, and amplifying SEO effort are just a few. Starting a blog for your company is a big decision, even with the obvious benefits. You must also consider some of the potential drawbacks of a blog. They can be very time-consuming, require constant attention, and can even divert resources away from other (potentially more effective) digital marketing campaigns.

4 Questions to Ask Before Launching Your Blog

To help make your decision, consider these five questions:

1. Do we have talented writers available?

A large amount of writing is involved in blogging, so you need qualified (and willing) people on-staff or agency writers at your disposal.

2. Do our existing and potential clients read blogs?

Researching your target audiences browsing habits will help you determine if a blog will generate enough leads for it to be a worthwhile venture. If you discover they aren’t doing much online research into your industry, then they may be better ways to generate leads.

3. Will blogging help our SEO campaign?

A company blog can benefit SEO in a number of ways, but it can also drain resources from other, better SEO tactics. Discuss the impact a blog could have on your SEO campaign with your firm before you make a decision. They will be able to offer insights and experience that may influence your decision.

4. What is our content strategy?

Business blogs usually don’t get satisfactory results when they are comprised of low-quality content. Ask yourself:

  • “What are we going to write about?
  • “Why will potential client be reading it?”
  • “How do we get blog subscribers into our conversion funnel?”

If you cannot provide direct answers to these questions, then you’re not quite ready for a company blog yet

How will we know if our blog is successful?

Like any other marketing program, a blog needs to have key performance indicators (or KPIs). Helpful metrics for blogs include:

  • Number of subscribers (RSS and email)
  • Number of page views
  • Time on page
  • Organic traffic
  • Referred traffic
  • Number of comments
  • Number of conversions (form submissions and phone-in)
  • Number of social shares
  • Quality of social shares
  • Organic search visibility of blog content

At AdInfusion, we are aware that a successful digital marketing campaigns for a businesses require great content. We can teach companies how to reliably expand their  business through content-based marketing while rescuing them from the costs of wasted resources – including time and money – on methods that don’t translate into results for their brand or business.