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How to Decide on an Internal Editorial Strategy

 When it comes to blog credibility and authority, there are two main facets to keep in mind: search engine authority and the reputation of your blog from your visitors. Building authority with search engines is all about SEO and link building, but we’ll dive deeper into this next week. The reputation of your blog is all about your editorial strategy. Think about it: If you read an article or blog post that doesn’t cite sources, doesn’t include relevant facts and statistics, and is full of typos, you’re not very likely to find it valuable or share it with others. You might even be more likely to criticize the author of that content. Providing valuable content isn’t just about the writing, it’s also about the editing. Let’s plan for your editorial strategy: what are your standards and guidelines, and how will you keep your team accountable for those standards? Now that you’ve focused on how you’ll maintain the reputation of your blog through the editing process, it’s time to move onto building authority and a reputation for your blog through search engine optimization and promotional strategies.  

Who writes what? 

The first step is planning who will write the blog content. Make sure you have enough resources and time to keep up with the content strategy you’ve set up. If you hope to publish three blog posts a day but only have one blog post author, you probably won’t be able to keep up with that schedule for long. Take the time to plan out your resources, and put your best content writers on the job. 

How is your internal editing process handled? 

It doesn’t matter how good your writers are, every piece of writing needs to be edited and reviewed by an editor. Identify a blog editor (even if it’s one of many tasks they handle) to make sure no piece of writing gets published without being fact-checked and edited for typos. 

What are your editorial standards?

 Every team that writes content needs an editorial standard or style to look to for guidelines. Whether it’s grammatical principles, citation guidelines, or capitalizations, make sure you have guidelines for you team in place. Most English online writing uses the Associated Press Stylebook (which we use at HubSpot, too!).

How to Attract and Scale Traffic: SEO and Promotional Guidelines

In the long term, blogging can help increase your website traffic exponentially, but it will take some hard work on your end. How will you disseminate and promote your posts and make sure your content is ranking high on search engine results pages? It takes a little search engine optimization (SEO) and promotional effort to achieve this. 

How to get started with SEO in the short term 

How to do keyword research 

SEO starts with ranking for keywords that your target audience is searching for. The best way to rank for keywords is by designing your blog posts based on the keywords you’re trying to rank for. Start with keyword research, and use those keywords to brainstorm and tailor your posts. 
How to decide what to rank for 
While researching, you’ll probably notice that some keywords have very high search volume with high competition. This makes them very difficult for any new publication to rank for right off the bat. Look for long-tailed, niche keywords with low competition to start. You may not generate high search volume right away, but the more niche your keywords are, the better qualified your visitors will be. 
Optimize your blog posts for SEO 
Once you’ve chosen keywords, it’s time to optimize each blog post for SEO. Make sure you’re optimizing your meta description, page title, keywords, URLs, etc. for the keywords you’re trying to rank for. Want to learn more about SEO? Check out this video and OnPage SEO template. 

Strategies for promoting your blog 

Social media 

Once your blog launches, promote the launch and blog posts on your social media accounts. Leverage your existing audience to generate traffic to your new blog. Don’t forget to use images, videos, and compelling copy in your posts! 

Paid campaigns 

Want to reach more people not already interacting with your brand? Use paid campaigns on social media platforms like Linkedin, Twitter, Facebook, and Instagram to promote your new blog. 

Press release 

The launch of your blog is a great time to write a press release and announce the launch to the public. The more backlinks you get to your blog on launch day, the better for your SEO juice and the more traffic you’ll bring in.

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