Maintaining a corporate blog has many business benefits; both for search engine
optimization (SEO) and from a lead generation perspective:
• Publishing regular new content signals “freshness” and
keeps search engines crawling your site on a regular basis.
• Blogging is a great way to rank for long-tail search queries
and more informational queries for which sales pages are
unlikely to rank; these queries often reveal a high degree
• Blogging fosters link-building, because helpful, informative
blog posts are more likely to attract natural editorial
links than sales pages.
• Positioning yourself as an expert in your field builds industry
authority, trust and the strength of your brand.
For these reasons and more, many companies have launched corporate
blogs. The most successful of them have large returning
readerships (in addition to high rankings) because they’re good
at anticipating what their audience wants to read.
The best way to answer the question — what does your audience want? — is to use
all the data at your disposal to define your blog’s content and editorial calendar. This article
will outline a three-step strategy for
using tools and analytics to build a steady
stream of content that will appeal to your
readers and customers and help achieve
high search engine rankings.
Step 1: Generating Content
Ideas from Keyword Research
When launching a new blog with a topical
focus, it’s a good idea to use keyword
research tools to help create a framework
of topics to cover. This foundational
content will serve to establish your blog
as an authoritative source of information
in the industry and on the chosen topic.
For example: You own a kitchen supply
company and have decided to launch a
food blog. By researching food-related
keywords, you can plan some of the
basic topics your writers will cover. This
can also help define the major categories
of your blog.
By researching “recipes,” you might
notice a large volume of searches for
“easy recipes”. This can be the focus of
the new blog.
Drilling down further into that niche, outline some subcategories to tackle, such as:
• Easy chicken recipes
• Easy pasta recipes
• Easy dessert recipes
• Easy recipes for kids
• Easy Mexican recipes
Using simple keyword research, you have now established a focal point of the
blog as well as generated several ideas to get started with and on which to focus
optimization efforts. And, based on this research, you now know some of the topics
most relevant to your target audience.
Step 2: Using Keyword Referrals to Build Out the Editorial Calendar
Once you’ve covered the basics on the blog, it’s time to start delving into analytics
data to find more specific, long-tail keywords that are driving traffic to your website.
This data is especially valuable because it’s private, personalized, and proprietary.
These are real keywords that are bringing real people — customers and prospects —
to your pages.
Go into your analytics application and look for referring keywords — the terms
that people have entered into search engines that led them to your blog. You should
find some interesting long-tail phrases that are relevant to your blog, but perhaps for
which you haven’t yet created dedicated, targeted posts.
• How to make guacamole
• Easy recipe for chicken parmesan
• Quick birthday cake recipes
By tackling these phrases in new blog posts, you will capture more traffic in those
niches from search engines, as well as provide even more specific, useful and linkready
content for your readers.
Step 3: Using Traffic and Engagement Data to Optimize and Refine
Don’t stop at using keyword tools and analytics data to inspire new blog posts. You
can also use this data to go back and further optimize your existing blog content for
search. Published posts are still valuable sources of new traffic, links and leads even
when they aren’t new. And, you can use your best-performing posts as models for
creating new content that will have the most impact with your audience.
Here are some ways to use analytics data to optimize content and refine your
• Check keyword reports for specific blog posts. Are the keywords that are driving
traffic the ones that you optimized the page for? Look for missed opportunities. Are
there keyword variations you could go back and include in the copy? Is your title
tag doing enough work?
• Pay attention to engagement too. Which blog posts have the most comments?
Which posts have low bounce rates or high conversion and click-through rates?
How can you replicate those conditions?
• Look for patterns in your highest-traffic and best-converting blog posts. Are they
how-to posts? Videos? What types of posts get the most links? Do your readers
like longer posts or shorter posts? List-style posts or articles? Learn from your own
mistakes as well as your own wins. Repeat what works and don’t waste time on
If you get into the habit of incorporating data into your content development strategy,
you’ll find that you have happier, more engaged readers, and more of them.
About the Author: Elisa Gabbert is the Content Development Manager at WordStream Inc., a provider of
PPC management software and services and keyword research tools, where she manages
the WordStream Internet Marketing Blog, social media activities and other content
marketing efforts. You can follow her on Twitter at @egabbert.
ALSO READ: Setting an Editorial Calendar
An editorial calendar is an excellent
way to ensure blog posts are timely
and relevant. Calendars are also
attractive to advertisers. They give
them the opportunity to prepare
ad materials, as well as offer a long
view of upcoming material that
might be good fits for future or