The blog in Digital Marketing Strategy:all you need to know

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A blog is a website that serves to publish content such as articles and photos. These publications are called posts and are an important basis for a good Digital Marketing strategy.

blog: concept

The term blog arose from the junction of two words from the English language — web and log, which became weblog and, later, just blog, which can be translated as “network diary”. It is a type of site that attracts users because of the ease of publishing it, dispensing programming knowledge. In general, it has a comments section, encouraging discussions.

At the time they emerged, blogs functioned as a kind of virtual diary for their authors. Over time, however, the possibilities have increased, and blogs, in addition to personal pages, have also become an important Digital Marketing tool .

Blog History

To trace a history of blogs, it is necessary to go back to the beginning of the internet. Although the term blog only appeared in 1997, pages known as online diaries ( online diaries ) existed since the early 1990s. In these accounts, people wrote about daily experiences, general comments, prose, poetry and everything else that could be found in a diary. Readers could contribute by making comments.

After a slow start, blogs began to gain popularity, and became popular in the United States especially after 1999. At that time blogging tools such as Blogger also began to emerge.

From the 2000s onwards, companies began to notice changes in the behavior of consumers, who gained an active role in the purchase process, disseminating and seeking opinions about products and services before purchasing them. In addition to being the subjects of publications on personal blogs, companies decided to create their own virtual diaries. And, with the popularization of strategies such as Digital Marketing and Inbound Marketing , blogs have become a key part of businesses looking to be found on the internet.

How to create a blog

Now that Blue World City covered blogging history, it’s time to comment on how you can actually create a blog for your business.

Difficult? Not so much. Nowadays this task can be faster than you think, depending on the chosen platform. Creating a blog involves some basic requirements:

  • First, you need to hire a website hosting service;
  • The second step is to secure an attractive address for your page with a domain registration service;
  • Then comes web design. These words frighten a lot of people, afraid of the complexity of the work.

That’s where CMS, or content management systems  , come in. These are platforms that simplify — and a lot — the work of building a website, even for those who look at a line of code and see nothing but confusion.

How a blog can help your Digital Marketing strategy

The blog is a tool that has the potential to help a company gain authority, appear at the top of search engines and, of course, sell more.

Proof of this is that our company, for example, started with a blog. Even before having a product, Resultados Digitais already had a blog, a channel that was responsible for attracting audiences, validating hypotheses for the development of our software — RD Station Marketing  — and educating the market about Digital Marketing.

Blogs generate authority and help sell

When writing about your market, product or service, you demonstrate knowledge of the facts, which generates authority for your business and helps you sell more. If you have a blog with quality content, hits and comments, it shows that you understand the subject. It’s a way of being seen as someone who knows what he’s talking about, which creates credibility for your company.

Good content helps you get on Google

By posting content on a blog, your business has more pages to be indexed on Google compared to a regular website. It also increases the likelihood that other sites will link to yours, which improves search engine rankings and attracts more visits.

public education

Educating the public is one of the main benefits of having a blog. With it you can show the importance of your product or service to your target audience  without necessarily mentioning them. For this, you can address issues related to your industry and that explore the pains that are solved by what you offer. That’s what we did here at RD, as we talked about in the introduction to this topic.

Facilitates the sales process

The blog also helps to give a little boost to those customers who are not yet at the time of purchase. Is that, by following the page, the potential customer maintains contact with your company and is conquered little by little, while your brand stays in their mind for when the time to purchase comes.

permanent results

Blog posts should be regular, but even if you decide to abandon yours, it can continue to generate results. It’s the opposite of what happens when you stop investing in advertising, for example: the blog remains on the air, maintaining referral links and the authority of the pages on Google. In other words, you get traffic for free!

These are just a few reasons why a blog can help your Digital Marketing strategy.

Blog and SEO: from choosing guidelines to optimization

It makes no sense to invest time writing a post that won’t be read or found, do you agree? That’s what SEO ( search engine optimization ) is for. With this set of techniques, your content can even reach the top of search engines like Google!

That’s why the concern with SEO must permeate the entire production process of your blog content, from the choice of themes. But it’s not just about seeding keywords throughout the text. Increasingly semantic, search engines currently give priority to well-written articles that meet the needs of users.

With this focus on the user in mind, here are some items you can optimize so that your content is found by search engines and ranks well.

Looking for the perfect keyword

A good starting point before writing your posts is keyword . She is the one who will guide the writing and also allow you to optimize the content you already have, according to items we will talk about later.

To find the perfect keyword for your business, it is necessary to take into account the search volume for a given term, the ranking difficulty, the step in the funnel that the keyword  represents and the current positioning of your website for it.

The Keyword Density Question

After defining the theme of your post, the question arises: “how often should I use the keyword in my post?”. This is a question that most blog content producers have asked themselves at some point.

But like so much in terms of SEO, the answer is not a one-size-fits-all formula. Some say that the ideal is a density of 2% — a text of 100 words, so you would need to bring the keyword twice. This may be a good convention, but don’t follow it literally by changing a phrase that is understandable just to fit a keyword , for example.

Internal links

The more time users spend on your blog, the more search engines will understand that your content is quality. That’s why including links that point to other articles can improve your ranking by encouraging your audience to read other articles.

SEO Tags

There are some tags that you can optimize for both new and existing posts. For this optimization, it is essential to have a defined keyword, as improvements will be made from that term. Know the main ones:

  • Meta title: The meta title is the title of the article that appears on Google when you do a search. It is important that it contains the exact keyword.
  • Meta description: the meta description, in turn, is the description about the article that appears on the results page below the meta title. Google does not always show it: sometimes, the search engine selects the excerpt of the article that best meets the user’s search intentions. Although it will no longer directly affect post ranking, it is important to write a compelling meta description to increase click-through rate.
  • Heading tags: Search engines like Google encourage the hierarchical organization of a page through heading tags. They are “h1”, “h2”, “h3” … “h6”. In posts, they function as title, subtitle, subtitle of the subtitle etc. It’s important to use your keyword in these subheads: the more important the header, the more important you use the term. In H1, for example, it is essential.


It is not proven that including images in a post is considered a positive point by Google, but there is a good argument in favor: it is that including photos or illustrations is a way to make the text more user-friendly and can make the visitor spend more time in the page. It also allows to include the keyword in attributes like alt attribute, image name etc.

These are just a few things to consider when writing your search engine optimized post. Learn more details in the article How to Write a 100% Article for SEO .

Other SEO Optimizations

As we said, there is no cake recipe for a successful SEO strategy. As SEO specialist Pedro Dias said, “we tend to do a lot of what someone said instead of going after our experiences”.

But having some quick tips, adaptable to your blog, can make this investigative work much easier.

Speaking of optimizations, RD Station Marketing , the leading Marketing Automation tool in Latin America, has the functionality of Page Optimization for SEO.

From an analysis of your website and the keywords that are important to your business, the tool indicates the best way to take your pages to the top organic positions in search engines such as Google.

Blog and Conversion: How to Generate Leads Effectively

In addition to generating traffic and a relationship channel, blogging also plays an important role in Lead generation. At RD, we’ve identified some conversion points that have generated really cool results.

Let’s share here the ones that have worked for us, but it is noteworthy that there is no single killer formula, but several ways to generate Leads. It also doesn’t mean that they should all be used at the same time. Less can be more sometimes.

  • Newsletter subscription: if you have a newsletter, provide a subscription field for the reader to leave their email address and follow up on upcoming posts. It can be in the sidebar, at the top, in the footer or in the middle of the content, you choose.
  • Internal links:  if you have already published Landing Pages  with offers (of products, services or content), take advantage of the blog posts and create links so that the user is directed to these pages.
  • Pop-ups:  Before the reader leaves your blog, get them to be impacted by a pop-up  and offer some valued offer related to the content they’re reading.
  • Chatbots:  With a sequence of questions and alternatives, you can set up a chatbot  to interact with the user and capture their email.
  • Forms:  Inserting a form inside the post is like dropping Landing Page fields into the text. It’s one less path to go and that usually brings good conversion results.

Blog Post Types

A blog is not just made of educational posts. Although this type of article is the most used by companies that invest in Digital Marketing, it is possible to diversify its contents. We separate some ideas.

educational post

If you are on the internet, it is certain that you have already seen an educational post out there. The purpose of this content, as the name implies, is to teach the public about the market in which a particular product or service is inserted. The idea is more to educate than sell: it may be that the reader already uses the product, finding in the content a way to enjoy it even more. Or maybe you’re just learning about the subject and will become a customer in the future.

A good example is the first post published on RD’s blog in 2010: The Benefits of Digital Marketing for Small and Medium Businesses . In it we talk about the small and medium business market and how Digital Marketing  is the best option for those looking to grow. Adapt this idea to your business, creating content that solves the pain of your target audience instead of institutional texts or merely sellers.


To teach your audience to do an action in a more practical and right way, go tutorial. With this format, the reader can reproduce what you’re making, whether it’s a cake recipe or a Photoshop command. When producing the format, imagine the audience reading the post and make use of printscreens , explanatory images and other resources necessary to make themselves understood.


List type posts are easy to make. Just think for a few minutes and divide your topic into topics: first to last, best to worst, in chronological order, in sequence… There are many possibilities and this type of article usually has great results, both in organic and social traffic . That’s because they are easy to read and arouse the public’s curiosity.

Case studies

Case studies are another way to prove the value of your product or service. This format, also called case, demonstrates in a didactic and practical way the way in which a given company overcame challenges and achieved results using a solution.

An important aspect of the case is that it is focused on the customer’s perspective. It is not the company that is saying that the service is good, but the one who uses it. This gives credibility to the message.

How about doing an interview with one of your successful clients and posting it on your blog as a case study? Without a doubt, the content will help other potential customers when making a decision.

Guest posts

Does your blog already receive guest posts? This is an excellent format to maintain relationships with partner companies and, in addition, save efforts in content production. By publishing your posts on other blogs, you also do link building to improve your SEO . Just don’t forget to align the theme and language of the posts that will be published on your blog very well with your content strategy.

It doesn’t stop there: check out more ideas in post 13 types of content you can produce for your blog.

Even with so many possibilities, is it difficult to start filling the blank page? Get inspired by the infographic below and use our blog post structure template  as your starting points!

Assembling a content team


Assembling a content team is not easy: more than hiring qualified professionals, you need to know exactly what will be the necessary roles and positions in your team. That’s why we’ve listed some of the essential roles for your content team below:


The coordinator and/or manager is an essential role in the content team, as he is a key player in developing and scaling the team’s content strategy. The role of the coordinator/manager is to follow up on all the details of the strategy, from checking and managing a freelancer to making sure that other team members are carrying out their tasks in the best possible way.

Ideally, this person should be able to balance organization and creativity, relationship management and work quality, be able to keep up with the team’s difficulties and challenges, and help solve the problems of other team members.

Content/Marketing Strategist

The process of creating and running a content strategy is complex. Sometimes, the team is so focused on researching themes, writing content and promoting them, that it ends up losing a little the broader vision of how Content Marketing  should position itself to really generate results for the company.

Thus, a content/marketing strategist must be someone who really understands what good content is for their market and pays attention to detail, but who also has a vision for the future and is prepared to go further and ensure the team’s goals .

content producer

The content producer is the heart of content strategy; after all, he is the one who will produce it. When hiring this type of professional, it is important to pay attention to the quality of the person’s work, rather than their professional background or qualifications themselves.

However, it is undeniable that professionals with experience in content production, such as journalists, tend to do very well in this role, mainly due to the investigative nature of the profession, and the need they have to write content that can explain well what is being passed on to the public. No wonder that many content producers are trained journalists.

video professional

It cannot be denied that the demand for video content has grown more and more on the internet. Therefore, it is essential to have a professional in this area for the production of this type of content in your team. If you can produce high quality video content without breaking your budget, you will only benefit your marketing strategy.

If your budget still doesn’t support having a full-time professional in this area, consider at least hiring a freelancer, or get someone who at least knows the basics of the job to create simple videos. But be sure to invest in this format, as it is increasingly strategic for Content Marketing.


Text content is vital to the Marketing strategy, but many people learn and absorb knowledge through images.

Hence, it is very important to invest in hiring a professional visual content creators. After all, we know that content on the internet and social networks , in general, tends to generate more engagement and results when supported by good visual solutions. By the way, the visual content doesn’t need to be just the supporting role of your strategy: it can even be the protagonist in several occasions, as in the case of infographics .

Interaction with other teams

The content team needs to be in constant interaction with other teams in the company. After all, the content needs to be able to address and respond to the pains and doubts of customers and, for this, it is necessary to dialogue with the teams that have the most contact with customers, especially the sales, pre-sales  and customer success team , in addition, of course, to other teams that must make up the marketing team.

For this, it is necessary to have well-aligned expectations and goals, so that each one knows what to expect from the other. In this regard, one suggestion is to create an SLA or SLA ( Service Level Agreement the u Service Level Agreement) , a kind of contract between the two parties, which details all these details of which shall be supplied by each of them.

Blog Metrics

To maintain a quality blog, it is necessary to go beyond the quality of the content: it is necessary to understand the results that these contents are bringing to your business. And the best way to do this is to measure those results.

Unlike traditional marketing actions, Digital Marketing strategies can — and should — be measured so that we understand the results and we can work on improvements when necessary.

Unlike traditional marketing actions, Digital Marketing strategies can — and should — be measured so that we understand the results and we can work on improvements when necessary.

Even if you think your company’s blog posts are of great quality, you’ll need to metrics to prove the results. Here comes a bit of science and “exact” that the content professional needs to have. You need to find the metrics to identify the success of articles.

Some interesting metrics to measure the impact of a blog on your Content Marketing strategy are:

  •  Pageviews : pageviews are different from visits! To be clear: in a visit, you can have more than one pageview on the same page — this will just depend on how many times the user has entered it. Anyway, measuring pageviews is important to identify, for example, which are the most accessed pages.
  • Unique users:  here refers to the visitor who, if he has already entered a certain website and had a cookie installed on his computer, will count as the same visitor on different occasions. This way, it is possible to know how many visitors a website had without counting the same user more than once.
  • Conversions: The total number of conversions the post generated. These conversions vary and can be either downloading rich material or signing up for our newsletter.
  • Conversion rate : The  conversion rate  is the percentage of visitors who make a conversion. For example, if a post had 100 visitors and 20 conversions, that means the conversion rate is 20%.
  • Bounce Rate:  The bounce rate — or bounce rate — is a number expressed as a percentage and indicates how many visitors accessed a single page of your company’s website and then left, without continuing to navigate to a next page. Each time this happens, a rejection is counted.
  • Traffic by channel:  when someone accesses your website, it certainly came from somewhere on the internet. This is important so that we can prioritize the channels that need optimization. Some channels to measure are: organic search, social, referral, email, direct and paid.

What to expect from the content strategy?

A blog has high potential to generate results for your Content Marketing strategy. But this requires patience and consistency. The best way to have a loyal audience on your blog is to be regular in your posts.

Quality is often confused with quantity. And what we see when that happens are companies producing a high volume of content, but with little filtering and little quality.

Being consistent and with a well-defined strategy, your business will start to generate traffic, leads and, consequently, sales, making the blog also have a role in the company’s revenue.


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