The Masterplan for your blog – content marketing’s go-to channel

Our new guide explains how LinkedIn grew our blog subscribers 21x in just over a year – and how you can do the same

February 23, 2017

Inspirational Quotes

Content marketing plays out in an increasingly complex media landscape: there are more channels to choose from, more formats to try – and it gets more and more difficult to integrate the different elements of a B2B content marketing strategy. Where does your content live? How can you build an audience for it? How can you tell what works? And how often should you be publishing content?

The answers to all of these questions can be found in your blog strategy. To misquote the Dude from The Big Lebowski, your blog is the rug that ties the social media room together. It’s a platform that you fully own, a central home where all content across all formats can live, and where you can focus your efforts on building a loyal, relevant audience. And you don’t have to take my word for it – according to the Content Marketing Institute (CMI), three quarters of UK marketers identify their blog as ‘critical’ to content success.

The right blog strategy won’t just grow the audience for your blog; it will help to give your overall content strategy focus and rhythm. When your blog does well, your content marketing does well. Because it matters so much, it demands a Masterplan. And so we decided to draw that Masterplan up.

The Blog Masterplan is an guide based on our experiences. It explains how a clear, data-driven strategy enabled us to grow our number of blog subscribers 21x in just over a year. That’s had a huge impact on our content marketing effectiveness, on our understanding of our audience, and our ability to keep our content relevant and responsive. The Blog Masterplan sets out a proven formula for growing any B2B blog at hyperspeed – and tapping the same benefits for your own content strategy.

You’ll find practical tips for building a content planning framework, choosing the right publishing frequency, mixing up content types and formats, and promoting each post to get maximum value from it. We’ve also included simple SEO techniques that can give you a deeper understanding of what your audience is looking for – and keep your content relevant and timely.

The Blog Masterplan will help you to build the owned audience that your content deserves. Click here to download – and start putting it into action.