How to navigate the blogosphere

A robust blog content strategy is no longer a “nice to have” for firms – it's a lifeline.

However, conquering the blogosphere can sometimes feel like a whole other level as it requires more than just creating compelling content; it demands a strategic approach that includes strong governance.

Blog versus article: What’s the difference?

An article and a blog post might seem similar, but they have some key differences. Blog posts, typically shorter than articles are around 500 to 1,500 words, and they require regular updates with fresh content. What sets blogs apart is their focus on dedicated themes that address current market challenges and opportunities, always with the client in mind. This ensures your content not only engages but also resonates deeply with your audience, making them eager to subscribe and consistently return for more insights.

Investing time into building a strong blog strategy is worthwhile. It positions your firm as a thought leader, builds trust with potential clients, and also boosts your online visibility through improved SEO.

Key steps for effective blogging

1. Strategic content governance

Establishing clear objectives aligned with your firm’s overarching goals ensures that every blog post contributes meaningfully to thought leadership and client trust. Investing in a cohesive brand identity, as guided by governance principles, not only enhances recognition but also reinforces the firm’s credibility in the industry. By setting responsibilities for content creation and approval among multiple authors, firms can ensure a diversity of perspectives while maintaining high standards.

2. Content quality and consistency

Regularly update your blog with insightful and valuable content that engages your target audience and addresses the issues that keep them up at night. Strive for high-quality content that breaks down complex topics into clear, concise language, resonating with even the most time-sensitive reader. Consistent posting schedules also help build a loyal readership.

3. Incorporating different content formats

The written word is a powerful tool, but it's not the only one in your arsenal. Consider incorporating infographics, videos, and even transcripts into your blog content mix. This approach not only keeps your audience engaged but also can boost your SEO efforts.

4. Getting your content seen and measuring success

Promote your blog content internally as well as externally across social media platforms like LinkedIn and X, as well as email marketing to keep your audience informed about new posts. Equally important is ensuring that your website's navigation is user-friendly, with clear signposting and utilisation of categories and tags to organise your blog posts. This makes it easy for readers to find and engage with your blog effortlessly.

Metrics such as website traffic and engagement levels can gauge the effectiveness of blog posts in reaching and resonating with your target audience. By analysing these metrics, firms can refine their content strategy and governance framework continually.

5. Use technology to create content

Finally, consider the use of powerful self-service blog platforms such as Passle that encourage a steady flow of timely content for clients and prospects, and can be integrated into your firm’s website. These platforms do not replace your content strategy or governance but instead help extrapolate often difficult to find content from the experts across your firm.