Are blog packages still worth it?

Blogs are dead. 

That’s what I hear and read on a regular basis. And yes, rubbish blogs are dead. We’re drowning in a sea of poor content, but great blogs are far from dead.

Great blogs can be a point of engagement, a conversion tool and just a handy tool in your marketing arsenal. Blog packages are at the heart of that, providing you with regular content to fuel your marketing efforts.

What is a blog package?

A blog package is a bundle of blogs which is delivered to you every month providing you with fresh new content without having to write in-house. Every copywriter packages things up differently but the package could also include promotional emails, social media posts or images to accompany your blog.

They’re the perfect way to maintain consistent content when you’re stretched for resources internally.

Why do you need regular blogs?

For any business serious about their content marketing, regular content is the lynchpin. There are a few reasons why you need regular blogs and content.

Consistent activity

When you click onto a business’ blog page and nothing’s been published for 6-months it immediately raises alarm bells. You start to wonder if they’re still in business and it negatively impacts your impression of them.

It’s little inconsistencies like this which turn potential clients off. Having a consistent stream of blogs shows that you’re definitely still in business but you also fully understand your audience and their problems.  

Establish brand authority

Publishing a range of blogs on different topics within your niche and industry shows you know what you're talking about. That breadth of knowledge is key to establishing the business, and you, as an authority on the topic. The visible people and brands in your industry are the ones with strong brand authority and that authority comes from demonstrating your knowledge. What’s the best way to do that? Regular blogs.

Drive website traffic 

We all want more web traffic, more visitors to our website hopefully leads to more conversions and more clients. But you need a way to persuade your audience to click and that way is blogs.

Think about it, someone who might be in your extended network isn’t necessarily going to click through to your site every time, but if they see an interesting or relevant article then before they know it they’re on your site and your internal linking strategy will keep them there.

SEO

It’s no secret that Google loves fresh content. But what Google loves even more is experience, expertise, authority and trustworthiness….in other words EEAT. It’s content that’s real, it’s helpful, it’s written for people first. Blogs are the best way to create content that ticks the EEAT boxes.

You can answer specific questions, you can address pain points, you can put forward solutions and it’s in a format that can be tailored for your audience. 

Can blogs help boost AI visibility?

To some, AI has changed all of that. Everyone is searching for the secret answer that helps them appear in LLM responses. But right now we’re at a place where there isn’t a clear way to “rank” in AI searches. The only known way is to double down on your SEO. Yes, it’s SEO that will rank you in GEO.

So that means new content, helpful, people-first writing that clearly answers questions your audience have.

Do that mean there are changes you need to make to how you write blogs? Perhaps. 

Using more question headlines can help, as can providing a succinct answer that’s easily lifted without wider context. You might have also noticed that I’ve added a key takeaways section at the top of this blog - but that’s more for readability and to help people check what the blog’s going to cover before they commit. 

Blogs can absolutely help boost AI visibility. That’s not to say they’re the only way or it’s a guaranteed way. But as with SEO, there are no guarantees. All you can do is create, or commission, the best content possible, upload it, refresh it periodically and be as helpful as possible.

How to find a blog copywriter

The best way to find a blog copywriter to provide a blog package is through your existing network. Ask colleagues, check who you know already, take a look at your connections on LinkedIn.

I would say avoid putting out a blanket post on LinkedIn unless you want to be inundated. Instead, find recommendations and take a look at their writing. If they don’t have samples on your website then look at their own blog section or their social media posts to get a feel and then have a chat with them. 

From my experience, the best content comes out of strong working relationships so focus on the person as well as the writing. Here are more tips for choosing a copywriter.

If you don’t have the capacity to write regular blogs in house then a blog package could be the way forward for you. When working with the right copywriter, blog packages guarantee a level of content every month on topics that your audience care about, helping you to target your audience with helpful, expert content which will not only boost your SEO (and AI) prospects but also convert leads to clients. 

I work with a number of clients on long-term blog packages and am happy to chat through your requirements to see if we’d be a good fit.