How to Develop a Blog Content Strategy

Developing a blog content strategy involves defining your goals, researching competitors, creating audience personas, and mapping out blog categories. Further, you’ll need to undertake topical and keyword research, brainstorm content ideas, outline a content calendar, and then publish and market your content. This strategic approach ensures your blog aligns with your business objectives and resonates with your target audience.

illustration with text "How to Develop a Blog Content Strategy"

If you feel overwhelmed by the chaotic nature of maintaining a blog, it’s time to breathe a sigh of relief.

A well-crafted blog content strategy not only offers a structured approach but also ensures your efforts align with your business goals. The confusion of what to publish next disappears, replaced by a clear roadmap for your content creation.

Above all, it enables your content to truly resonate with your target audience, driving engagement and conversions. In this article, we’re exploring a few steps to help you understand how to develop a blog content strategy for your business.

How to Develop a Blog Content Strategy

A blog content strategy serves as a blueprint that guides your blogging efforts, helping you publish content that engages your audience and supports your business goals.

Here’s how to develop a blog content strategy …

Eric Sachs - Content Strategy

Define Your Goals

Before you start brainstorming blog topics or creating content, it’s crucial to define your goals. What do you hope to achieve with your blog? Do you want to build brand awareness, generate leads, or establish yourself as a thought leader in your industry? Clear goals guide your content creation process and provide a benchmark to measure your blog’s success.

Suppose you run a fitness blog. Your primary goal could be to establish yourself as an authoritative figure in the fitness industry. Therefore, your secondary goals could include increasing website traffic by 25% in the next six months, increasing the number of email subscribers by 20% in the next quarter, and boosting engagement on blog posts by 15% within two months.

Research the Competition

Next, take time to research your competition. Identify the top blogs in your industry and study what they’re doing. What topics are they covering? What’s their tone and style? How do they engage their readers? While you shouldn’t copy your competitors, understanding their approach can offer valuable insights for shaping your own strategy.

If your blog is in the tech industry, you might analyze a competitor like TechCrunch. You might study their most popular posts, their post frequency, the categories they cover, their engagement levels, and the keywords they are ranking for. This analysis would provide insight into the content your audience appreciates and give you ideas for what could be added or improved upon in your blog.

Create Audience Personas

Understanding your audience is a crucial step in creating a successful blog content strategy. Develop audience personas that detail your ideal readers’ demographics, interests, challenges, and online behaviors. This information helps you create content that resonates with your audience and meets their needs.

For a blog that targets travel enthusiasts, you might create a persona named “Adventure Adam”. Adam is 28, loves hiking and exploring off-beat travel destinations, and often searches for eco-friendly travel tips. He appreciates detailed itineraries and high-quality images. Understanding Adam’s preferences helps you tailor your blog content to appeal to similar readers.

Map Out Your Blog Categories

Your blog should have defined categories that align with your business objectives, audience interests, and keyword research. Categories not only help organize your blog content, but they also guide your content creation process and improve the user experience on your blog.

An interior design blog might categorize posts according to room types (e.g., kitchen, bedroom, living room), design styles (e.g., minimalistic, rustic, vintage), and other categories like DIY projects, budget decor tips, and design trend forecasts.

Begin Your Topical and Keyword Research

Based on your blog categories and audience personas, begin your topical and keyword research. Use SEO tools to identify keywords relevant to your industry and audience. Similarly, look for popular topics that your audience cares about. This research will form the foundation of your content creation.

If you’re a roofing company, you might find that “roofing materials” is a popular topic with significant search volume. From this, you can extract related long-tail keywords like “best commercial roofing materials” or “what’s the lifespan of roofing materials.”

Brainstorm Content Ideas

Now, it’s time to brainstorm content ideas. Based on your keyword and topical research, generate a list of potential blog posts. Consider different types of content, such as how-to guides, listicles, opinion pieces, and interviews. Keep your audience personas in mind to ensure your content ideas are relevant to your readers.

If you publish a blog about mental health, you might brainstorm topics like “The 10 Most Common Mental Health Conditions” or “How to Talk About Mental Health.”

Create Your Content Calendar

Once you have a list of content ideas, create a content calendar. This document outlines what content you’ll publish, when, and where. A content calendar helps you plan your content in advance, ensuring a consistent posting schedule and allowing for strategic planning around events, holidays, or product launches.

A beauty blog may plan to publish articles twice a week, say, on Wednesdays and Saturdays. The content calendar might include topics for each month, deadlines for draft submission, and dates for publishing. For instance, if it’s February, the blog could cover topics related to skincare in winter, Valentine’s Day makeup tutorials, and the best beauty products for dry skin.

Write Your Content!

Creating engaging content is the crux of your blog strategy. It’s the stage where all your research and planning come to fruition as you craft blog posts that resonate with your audience, using your chosen keywords effectively for SEO optimization. Always ensure your content is valuable, original, and well-structured, with a clear call to action that drives user engagement.

Hit Publish and Track Your Metrics

Once your content is live, your job isn’t done. The next crucial step is to monitor your blog performance. Tracking the most important content marketing metrics like views, unique visitors, and conversions can provide valuable insights into how your content is performing.

This data helps you understand your audience’s behavior better, what they appreciate, what they don’t, and what actions they take after consuming your content. It’s through this analysis that you can refine your blog content strategy, focusing on what works and improving or discarding what doesn’t.

Here at Sachs Marketing Group, our SEO team tracks the most important metrics in order to refine the blog content strategy moving forward. This helps ensure we’re using data-driven insight to ensure content reaches more potential customers and has a positive impact on our clients’ businesses.


As we delve deeper into blog content strategies, it’s natural to have a few queries. Here, we aim to answer some of the most frequently asked questions:

What is a blogging strategy?

A blogging strategy is a planned approach to creating and promoting content on a blog. It involves determining the purpose of your blog, understanding your audience, researching and using relevant keywords, creating quality content, and promoting it to maximize visibility and reach.

How do I create a content strategy for my blog?

Creating a content strategy for your blog involves several steps: defining your blog’s goals, understanding your target audience, researching competitors and keywords, brainstorming content ideas, and creating a content calendar. Furthermore, creating quality content and promoting it effectively are also critical parts of your strategy.

How do you create content for a blog?

Creating content for a blog involves identifying topics that interest your audience, researching relevant keywords, creating an outline, writing the post, adding visual elements, and optimizing the post for SEO. After publishing, the blog post should be promoted on relevant platforms to maximize its reach.

What makes good blog content?

Good blog content is original, valuable, and engaging. It addresses the interests or problems of the target audience, is well-structured and easy to read, uses compelling visuals, and is optimized for search engines. It also includes a clear call to action, guiding readers on what to do next.

Eric Sachs - Content Strategy

Need Help with Your Blog Content Strategy?

Are you ready to revolutionize your blog with an effective content strategy, but feel a bit overwhelmed? Sachs Marketing Group is here to help!

Our team of content strategy experts can help. With a thorough understanding of your goals and audience, we can craft a custom blog content strategy that aligns with your business objectives and resonates with your readers. Not only will we help streamline your blogging efforts, but we will also ensure that your content effectively attracts, engages, and converts your target audience.

Contact us today to learn more about our services!


Now that you know how to develop a blog content strategy, it’s time to get started!

Creating a blog content strategy might seem like a daunting task, but the benefits it brings to your blogging efforts are substantial. By having a clear understanding of your goals, audience, and the competitive landscape, you can craft compelling content that truly resonates with your readers.

Remember, consistency is key – stick to your content calendar, keep your audience engaged, and don’t shy away from revising your strategy based on your blog’s performance.

With a solid blog content strategy, your blog can become an effective tool in your marketing arsenal, driving traffic, building brand awareness, and generating leads.

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SEO virtuoso, CEO @Sachs Marketing Group. Focused on being of service to business owners - helping to better position them in the eyes of their audiences.

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