“The currency of blogging is authenticity and trust,” says respected entrepreneur Jason Calacanis.

Damn right, we say.

Blogs (and other varieties of content, including videos, podcasts, articles, etc.) can establish your brand as a trustworthy authority within your industry, all while entertaining, informing, and/or educating your audience.

That’s why having a well-polished blog strategy in situ can work wonders for your business and/or brand. At BridgeWeb, we highly recommend having one on your website.

We need to recollect one thing – there are over half a billion blogs on the net. Yours is simply one among them.

Okay, we’re telling you this NOT because we’re here to dampen your spirits, but rather, we’re here to point out to you that you just CAN create a powerful blogging strategy; one which will DRIVE blog visitors seamlessly through the customer value journey.

If your customers are within the ‘aware’ stage, for instance, regular blogging can keep them ‘brand aware’.

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A great engagement strategy, as an example, is to release informative news within your industry or new tactics people are setting out with.

With a powerful blog strategy in situ, your content can become the solution or SOLUTION people are looking for; in line with your brand/business’ personality and voice.

That means a sandwich catering company wouldn’t publish a blog on mowing lawns. A lawn mowing business wouldn’t publish a blog on healthy skin. That’s why, here at BridgeWeb, we don’t publish blogs on recipes or gardening (I mean we could, but they’d probably be terrible).

So how does one find content to post on your blog?

Here are three quick and simple steps that’ll facilitate yours on your way.

1. Create an inventory of all the products or services you offer (into different categories)
2. Use websites like ‘Semrush’ or ‘Answer the Public’ to seek out out what questions people are asking to support these categories
3. Generate a commentary calendar; mapping out dates, content, SEO keywords that help your blog rank in Google, social media channels where the blog is posted to, author, internal links (orphaned content), etc.

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So, why is implementing a content calendar so important? As a part of your content strategy, you wish to ascertain what percentage of times per week you’ll post. It is, after all, important to stay things consistent and frequent.

Promoting a positive relationship and building trust together with your audience means they're going to look to your content as a reputable source of VALUE; one they will rely on. That’s why the consistent posting is essential.

Blogs can't be your end-all, be-all for marketing. That’s why it’s important to track metrics associated with your blog; page views (you can find these in Google Analytics), CTA performance (if you've got CTA’s within your blog), time spent reading your blog/understandings of where people stopped reading your blog (there are platforms available online which might show you this information) and more.

If your blogs don't seem to be working, STOP! If something isn’t generating you the KPI’s and goals you’re working towards, then it’s time to vary things up.

That said, don’t drop your blog strategy instantly. provides it time. If you’re consistently seeing your numbers going down; reset, transform your strategy so your numbers are reflecting strong brand awareness.

Without a well-polished SEO strategy, your website won’t stand a major chance of being discovered organically through Google – and that’s why title tags are one vital piece to the SEO puzzle.

Want to find out more about SEO in Toronto? Want to find out more about Orphaned Content, Content Creation, Content Strategy, or Content Marketing? Get in contact with us today!