Blogging: Why it should be at the core of your content strategy

Google’s changes to the way it calculates search ranking over the past year have had a profound effect on what businesses must do to maintain consistently high rankings. A detailed analysis of search results over the past few months and public announcements by Google have made it clear that to achieve high rankings, you now need more than a few optimised webpages and a strong number of backlinks – you need a content strategy that utilises several online tools.
A company’s content strategy can be multi-faceted to include video, user generated content, white papers and even ebooks. But for most companies, the core of content comes in the form of a blog. Regular blog posting demonstrates to the search engines that a website is active and up-to-date. Blogs are also a valuable way in which a company can interact with its existing clients and the wider web audience that it hopes to convert to customers in the future.

The key to successful blogging is for a company to provide its target market with information it is looking for on the web. This can include details of individual products or services that the company may offer as well as information relevant to the market as a whole. A carefully thought out blogging strategy can help establish a company as a leader in its field and its blog as a go to source for information.

Blogging not only helps a website’s SEO efforts, but it also provides a low-cost way for a business to get the attention of its target customer base.