Why do you need a blogging strategy

Blog Marketing: Tips for More Readers, Reach & Sales

Due to the "hype" around content marketing, professional blogging is increasingly valued as an effective marketing tool (although it is actually not hype, as I explain here).

With the increasing number of corporate and influencer blogs, the days of niche existence are finally over.Blog marketing is becoming an important success factor in online marketing.

But that's not easy.

The web is like a sea of ​​content and in order not to sink you need a stable ship. Blog marketing can be that ship.

What you also need is a comprehensive strategy to keep your blog "on track"; So you can reach your target group with the right content and be successful in the long term. Because the full potential of blogs does not unfold overnight.

With this article I want to give you a first insight into blog marketing and introduce you to the necessary components of a strategy. After a short introduction to the different sub-areas, you will find a list with further links to go even deeper into the topic.


Blog marketing is versatile. I want to put a special focus on the following four areas:


What this overview does not address:

  • Marketing strategy outside of the blog context
  • Success measurement (although I would like to add this part)
  • Technical details, e.g. on content management systems
  • More details on the delimitation of corporate blogs

Before we begin ...


Blog Marketing Definition

Can you explain what blog marketing is and how it worksBlog Marketing differs from it?

The easiest way to explain this is to consider the objectives of both measures:

  • The goal of the Blog Marketing lies - at least in the end - in the monetization of your blog, i.e. the direct (passive) generation of sales. Your blog is the object of marketing. This includes measures such as referral or affiliate marketing, display or in-text advertising.

  • The focus of the Blog marketing is, however, on the long-term establishment of your blog in order to "advertise" something else through it. For example your products or services, or general brand building. This includes all measures that serve to draw attention to your content (through content marketing, SEO or social media marketing) and to build up and expand a regular readership. Building trust and networking with other bloggers also play an important role.

Marketing can be part of your strategy, but will rarely be successful without basic blog marketing.


In the following sections, I primarily want to give you an insight into blog marketing.

4 requirements to be successful with your blog project

As you know, I've devoted an entire book to blog marketing. Three big chapters in it are content, design and search engine optimization. I want to use this structure here as well and add the item promotion.


Blog content

A blog, how could it be otherwise, is all about your content. Before starting your blog project, you should ask yourself two questions:

  1. What do I want to write about (and why)?
  2. Who do I want to write for (and why)?

These two aspects should be carefully considered before you start designing the blog. Ideally, you choose a topic that you pursue with interest and passion. The greater your wealth of experience or your expertise, the better.

If you have problems finding a topic, you can get inspiration from other blogs, newsletters, specialist books and keyword analyzes. Often this results in new questions or food for thought that you can take up.

Another important point is the blog structure. Determine when and how often you publish new content. An editorial plan with which you can structure your output is a good choice.

All of this contributes to the quality of your articles, which, as you know, outweighs the pure quantity. Your blog should give readers clear added value and shine with topicality and good storytelling.

Only if your content is convincing will you build up a regular readership and even win customers over the long term.

More tips & tricks about content:

Blog & content design

How fast do you think we can process visual information?

60,000 times faster than text!

This is one of the reasons why the first impression is crucial. One look is enough for new visitors to decide if you and your blog are worth coming back to.

Bad design can distract from good content and create unfounded prejudices. Content and design always go hand in hand!

In order to encourage length of stay and interaction, and to encourage users to return, your blog should have a clear visual structure that allows intuitive navigation. And by navigation I don't just mean the link bar, but the basic consumability of your content.

Most traditional templates follow the same, established structure that is known from large portals. Although this makes operation easier, it can also act as desired and therefore interchangeable.

If possible, individualize individual elements of the templates or develop your own design that has a high recognition value. This includes a professional logo as well as a consistent color and font concept. In this way - similar to the corporate identity of large companies - you can build your own blog identity, which is the core of blog marketing. The graphic implementation should correspond to the goals of your blog and adequately reflect the content.

It also pays off to regularly adapt the design to the requirements of the visitors, as they usually have a precise idea of ​​what they like and what they don't. In this article I explain what is important in this concept.

Useful knowledge & design tips:

Blog SEO

How many visitors do you get through organic search?

In order to attract as many interested readers as possible via search (i.e. above all Google), it is important to make the best possible use of the SEO potential. The constantly growing, automatically networked structure of blogs is of course very beneficial in this regard.

In addition to the typical SEO link building, the focus is primarily on on-page optimization measures. Because your content still plays the most important role.

The continuous publication of high-quality content leads to links and recommendations, which in turn affect your search ranking. On the technical side, you should pay attention to a high-performance web host, because a faster page structure improves the user experience and is rewarded by search engines, especially mobile ones.

In the off-page SEO area, it is important to act very carefully. Buying backlinks is an absolute no-go. Particularly irrelevant links - if, for example, the linked page does not match your topic - are recognized and punished by Google's algorithms. That none of your blog marketing put a significant damper and in the worst case even mean the complete end.

Bloggers who are not very familiar with this area prefer to work with an agency or an SEO expert they trust.

Other useful SEO tips:

Blog Promotion

Another aspect of blog marketing is promotion.

A doctorate is typically aimed at a specific goal and is limited in time. One of these goals can be to increase reach and traffic. The possibilities are diverse, but the content should match your blog.

  • Social media such as Facebook, Twitter & Co. can be used, for example, to advertise individual articles and to gain additional readers by participating in discussions in topic-relevant groups. Strategic content seeding also has a similar effect.

  • Guest posts in other blogs can be just as useful as participating in or hosting blog parades, posting interactive articles and organizing competitions and sweepstakes.

  • It is also possible to use additional content formats that can be attractive beyond the classic blog article. E-books, worksheets, and infographics can be quickly created from the content of your blog. If you collect user data (so-called leads) in exchange for this content, you can use this for e-mail marketing, for example.

Tips on how to generate leads and use them effectively:

Incidentally, all of these measures strengthen the branding, as they position you and your blog both thematically and qualitatively.


Further articles on (Personal) Brand Building:



Content, design, SEO and promotion. These are four important pillars of blog marketing. Not the only ones, because monetization is also an interesting area of ​​blogging, for example, but probably not relevant for everyone.

To round off this introduction, I now have a few tips for you to develop your blog into a company in the long term.


9 tips on how to build a blog business in the long term ...

... or make yourself an entrepreneur through your blog.

Your blog strategy is fundamentally based on whether you want to make money from your blog.

While corporate blogs are more aimed at generating qualified leads, most bloggers are more interested in placing their topics as prominently as possible. Ultimately, however, you have many different ways to make money from your blog. *

  1. Integrate externally directed pay-per-click or pay-per-sales / lead programs such as Google AdSense or the Amazon partner program.
  2. Use commission-based affiliate marketing through partner programs.
  3. Market ad space or advertorials as direct.
  4. Publish sponsored posts. However, use them sparingly and make sure that they fit your blog thematically on the one hand and are marked as advertising on the other.
  5. Expand or bundle individual content and offer it as paid publications (e-books, etc.). Tools, plug-ins and ad-ons developed in-house are also available for sale.
  6. Offer particularly detailed and exclusive articles in a paid section. A certain degree of awareness of your blog is an advantage for this.
  7. Use your skills as a blogger: Whether as an editor for corporate blogs, social media experts or consultants - in times of content marketing, specialists are more in demand than ever.
  8. Sell ​​your blogs. For "serial niche bloggers" this is a lucrative business model.
  9. Use your experience to teach others something in seminars, workshops or online courses.



Like other of my guides, this one is a living document.

I will probably add further aspects over time, or further develop individual areas such as social media or online advertising.

Do you have any preferences?

What is currently your biggest construction site? How could I support you through my experience?

Write me a comment!