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When you’re deliberating between the benefits of a blog vs. website, consider the type of content that will most effectively support your goals.
Remember, a blog can be a website, and a website can contain a blog. One of the most compelling reasons to use both in tandem is to optimize your content marketing strategy. This is a marketing practice based on creating and sharing relevant materials like tutorials, social media posts, and other valuable resources.
According to The Content Marketing Institute, 91 percent of B2B marketers are using content to promote themselves. A blog is one of the best platforms to deliver valuable information to your target audience.
You too can create a content strategy that brings your blog and website together to promote everything that your brand has to offer.
From “Product” pages to your “Contact Us” section, every piece of content on your website should be relevant to your other sections, as well as your brand’s overall mission. The debate isn’t between a blog vs. website, but how to create the most effective blog that aligns with your website.
Too many websites include valuable information that ends up lost or forgotten. This might include “About Us” pages. These sections tell the stories of each business and how they came to be.
Your “About Us” section has the potential to be the most visited area of your site. By getting a little creative, you can feature a more cohesive website that ties this information into the rest of your content.
For example, you might elaborate on the history presented in your “About Us” page through a blog post that links back to it, establishing a consistent storyline throughout your site.
This increases the impact that content can have on your brand, and helps drive visitors to the pages that are the most important. It works because there are multiple avenues to access the same content, products, or services.
You can do this for several other areas of your site as well. Don’t be afraid to experiment with your portfolio, testimonials, or FAQ section.
Adding a blog to your WordPress.com website shouldn’t change your brand’s voice and feel. The two should be complementary. To create harmony between the various aspects of your website — be it your portfolio, blog posts, or product pages — keep these three factors in mind:
- Use the same voice and language throughout.
- Use similar imagery or photo filters for a more cohesive aesthetic.
- Look for opportunities to use your blog to highlight or expand on content from other parts of your website.
Your content strategy should focus on a single goal: creating excellent user experiences. Approach your content strategy from your target audience’s perspective. What types of pages and information do they look for?
If you sell products, begin with product pages. Address what’s important, special, or different about your products or services. This might result in material for a blog post that links back to your product pages. Conversely, product pages can link to blog posts, FAQs, or help pages as well.
You can also work supplementary posts like news items, announcements, or press releases into your blog. If you’re comfortable, take this a step further by embedding videos that cover how-to processes, or novel ways to take advantage of your products or services.
Just remember, a good strategy provides the information that a visitor needs in regard to your business, and ties it together with content across your pages, social media platforms, and marketing channels.
When you create a cohesive content strategy for your website, you’ll see results in time. Pay attention to your website analytics and look for increased engagement, social sharing, and higher conversation rates.
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