How can I optimize my online blog?


To optimize your online blog, you need a well-structured content strategy that attracts visitors in the long term and positions you as a thought leader in your market!You can create this content strategy using this free template and the following 8 steps:

Step 1: Key message

You need a clear, consistent and concise message that you send to consumers.Contradicting yourself from platform to platform will unnecessarily confuse your audience.

This core message unites all your produced content.Even if it’s different content – videos, podcasts, blog posts – it all comes from the same place. The same voice.

Step 2: Determine your goals and KPIs

Start with measurable goals – Clear and SMARTe goals.

The will to increase conversions is all well and good, but how much?In what period of time? Make your goals SMART so they can be measured. So you can prove that you have reached or even surpassed them.

SMART targets – S pezifisch, M edible, A ttractive, R ealist, T mininisrated.

  • Specifically – real numbers with real dates – who, what, what, where, why?
  • Measurable – how will you monitor and analyze your performance?
  • Attractive – choose destinations that are challenging but possible.
  • Realistic – check if you have the resources to achieve your goals.
  • Scheduled – when do you want to reach your goal?

Here are some examples of SMART goals:

  • Blog subscribers increase by 60% to Q4
  • Achieving an average click-through rate of 15% by October
  • Increase LinkedIn followers to 550K to Q3
  • Increase website visitors to 3,000 per month through September

It is important that you understand your current position so that you can set realistic and achievable goals.

Once they are set, any content your team produces should be aligned with the goals.

Step 3: Which of your existing content works?

Over 70 million blog posts are published everymonth.

How can you stand out from the crowd?How will you make sure users click on your content?

If you don’t know what’s inspiring your audience, you don’t know what makes your brand successful.How do you want to know what to publish?

You need to monitor and analyze the results of your content.Which of your contributions has the highest level of commitment. Which email brought the best click-through rate and the best opening rate? Which video was shared the most?

Step 4: Identify your audience

You may have a team of great content strategists who develop finely crafted blog posts, rocking videos, insightful social media posts.but…. who is your target group? Do you have multiple target groups, with different needs?

With Talkwalker Analytics you can determine your target group demographics

Make sure your content marketing strategy appeals to more than one audience.

One segment is mainly interested in video and Instagram, while another is heavily invested in LinkedIn posts. Consider all your customers, both as individuals and as segments. In which social channel does Segment A take place? Does Segment B prefer videos, podcasts or case studies?

Step 5: Identify content content – What do users want?

You won’t know if you don’t use social listening.Try not to even guess! This kind of myopia has destroyed many brands.

You need to monitor online conversations to identify consumers’ problems, mood toward your products and brand.In addition, find out what they say about your competitors and your industry.

Ideally, your product will solve a problem for your target group.Your content should educate consumers on how to solve all the problems they are experiencing. It must offer added value. Make life easier for them.

Your content strategy needs to support not only consumers who are still dealing with your products, but also those who have successfully implemented your product.

Give your audience the right content and make them experts in your product.Play your cards correctly and you can harvest some interesting user-generated content.

Fantastic user-generated content that you can visual analysis not detected.

I can’t tell you what this content will look like for your brand.

It varies from industry to industry. You have to stop your eyes and monitor them.

Step 6: Create content

Once you’ve sorted out the issues you need to address, you’ll need to set your resources and budget.

Here is a list of content formats you can work with:

Blog Posts

Regularly publish to attract new visitors.The content should provide added value for readers (whether customers or prospects). Your blog posts should be so fantastic that readers share them on their social media accounts.


Offer a free e-book for download. None of us can resist a free gift.

EBooks are part of your inbound marketing process.After reading your blog post, you’re offering an eBook that delves deeper into the topic.

For example…. I wrote a blog post – From Marketing Strategy to Marketing Plan.It explains what, why and how to create a marketing strategy for your brand. The CTA in this post is a free eBook to download: Digital Marketing Strategy Guide 2019.The eBook – 13,000 words – contains the original blog post, the campaign management formula, the guide to managing a social media campaign with social listening, and social media coverage.

Case Studies/Testimonials

A customer has used your product and solved all his challenges.You may/should enter with it.

It does not necessarily have to be written content.You can create a podcast, infographic, or video interview. The purpose of a case study is to show potential customers who are reluctant to work with your brand that your product is fantastic.

Remember that we love and trust user-generated content.66% of consumers trust customer reviews 12times more than your content. You will also spend 90% more time on your website when you find NGI on your website.


All people love templates.You generate leads for your business while providing added value for your audience.

Give them something that saves them time and makes their work easier, and they will come back to get more.


They can be found everywhere on social media.why? Because we like to share them. An ideal way to organize a lot of data visually appealing.


By 2021, 80% of online trafficwill consist of videos !It is a medium that brings a lot of commitment and is distributed through social media channels and websites.

Marketing specialists claim to get up to 66% more qualified leads per year by integrating video marketing and increasing your brand awareness by 54%.

If you also want to integrate video marketing into your strategy, you should invest in a video analytics tool to accurately capture ROI.With the right tool, you can capture user-generated content, brand violations, and demonstrate the ROI of your sponsorship.

For example, you sponsored a football match.Visual analysis captures your logo on the jerseys of players and fans, banners on the pitch side, and much more. You’ll even find all the visual mentions from the crowd who share videos of the event on social media.

Video analysis – perfectly played

To measure the exact impact of your sponsorship, you need to find every online mention, whether in text or image.

Social media

You should regularly post content on your social media channels – Twitter, Facebook, LinkedIn, Instagram, YouTube.


Because the vast majority of the population spends most of their time here.

Instagram users search for photos, videos and graphics – current events, user-generated content, behind-the-scenes videos. On Facebook, users read blog posts, watch Facebook videos, product promotions, memes, GIFs, event logins.

Publishing on Facebook and Twitter will increase your reach, direct traffic to your website, and stimulate conversations in your industry.

Where is your audience?

Here are some more content examples you can create…

  • Email Newsletter – weekly, monthly, quarterly – industry, corporate, product news
  • Illustrations, Cartoons
  • Product reviews
  • Webinars – Interviews, Q&As, Product Launch
  • Giveaways – Contests, Quiz Questions
  • Guides, manuals – videos, blog posts
  • Opinions – Customer, Influencer
  • Dictionary, Glossary – Definitions, Terms
  • Interviews – Video, Blog Posts, Podcasts – Customers, CEO, Influencer
  • Listicles – Top 100 Instagram Influencers, Facebook Stats, 50 Best Social Listening Tools, Predictions
  • Vlog
  • Own research
  • Press releases
  • User-generated content – blog posts, social media news, reviews
  • Podcasts
  • Videos – Interviews, Recruitment, Behind the Scenes with the Team, How To
  • Polls, votes, quizzes
  • Whitepaper, Reports – Targeted Content
  • Slideshares
  • Faqs

Step 7: Identify Publishing Channels

In addition to the many different content forms, you also have different channels on which you can publish.This can include its own platforms – e.g. Your website, blog, social media channels – or Earned & Paid Media.

Owned, Paid, Earned Media offer various options for publishing.

Step 8: Strengthen existing content

Marketing for your marketing.

Social media is the obvious target for reinforcement. Share on both your business and personal accounts.

Expand your audience and reach customers, employees, influencers, and more to promote your content.


I worked intensively on planning the perfect content strategy and created a corresponding content strategy template for free download.I hope I can help you with that!

Yours sincerely

Maxime Rommes

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