How to create a blog step by step and get it ready for email marketing

Creating a blog isn’t as simple as it looks at first glance: you need to choose and get certain services and tools so the result looks professional and, on top of that, is ready for your Email Marketing campaigns.

With that in mind, I’ll use this post to cover both ideas:

1. How to create a blog from scratch.
2. How to optimize it and get it ready for Email Marketing.

Let’s get started!

· Before you start: what a blog is and what it’s for

A blog is a website, or a section of a website, where articles on a topic are published regularly. It can be personal or a company blog.

For a brand, it’s a way to attract visits from Google, show what it knows and turn readers into subscribers and customers. If you want to dig deeper into the definition, the types and some examples, check out our article what is a blog.

Here we focus on the practical side: how to create yours step by step and how to get it ready for email marketing from day one.

· Creating a blog from scratch: everything you need to know

To create a blog, you need to consider a series of factors and get them right from the very beginning.

The most important ones are:

► Your blog’s name and topic

The first thing you should do, before you even start creating your blog, is choose its name.

An option that has been on the rise in recent years is a personal brand blog, that is, a site that carries your name and where your image is the main reference.

Some examples:

1. My own blog, where I write about Marketing and offer my services as a WordPress web designer.
2. Ana Mata‘s blog, specializing in Growth Hacking.
3. Jose Argudo‘s blog on online marketing and content strategy

If you’d rather leave your personal brand aside, another very interesting option is to look for a different name for your blog, one that reflects your content and values while quickly coming across as original and easy to remember.

Some examples: El Perro de Papel, Publicidad en la Nube or Marketing and Web.

► Get your domain and hosting

Once you’ve defined your blog’s name and topic, the next step is to get the domain and hosting. These are services you can buy

separately, but the most common approach is to get both from the same hosting provider to avoid problems and surprises.

► Which CMS should you choose?

There are several CMSs or platforms on the Internet where you can create a blog. The best known and most widely used of all is WordPress, but there are others such as Blogger (owned by Google) or Drupal.

My recommendation is to go for WordPress, without a doubt.

► It’s time to design your blog

The design part is my favorite, because this is where you can develop the idea you have in mind and give it shape from a creative point of view.

To design your blog, you’ll need:

1. A template or theme. If you choose WordPress, you have nothing to worry about. There are around 12,000 templates, both free and paid. You just have to find the one that best fits your needs.
2. Images. This is a key element, because we live in a very visual environment and your goal should be to capture your readers’ attention. If you have the resources, the best option is to work with a photographer so you have exclusive photos. If that’s not your case, there are plenty of free-license stock image sites on the Internet.
3. Plugins or add-ons. These are the tools that will help you improve your blog’s design and features. There are around 34,000 plugins for WordPress.
4. Corporate identity. Finally, don’t forget graphic elements such as the logo, colors, fonts, shapes, etc.

► Complementary services

Once your blog’s design is ready, you should connect it to complementary services such as Analytics or Facebook, and also register it in Google Search Console so it starts being indexed.

· How to get your blog ready for Email Marketing

Now that your blog is up and running, it’s time to start building your Email Marketing strategy.

If you’ve chosen Mailrelay as your bulk email software (I hope so, since you’re here), these are the steps to follow to get your blog ready for Email Marketing:

1) Create your first subscriber group

Once you’ve created, verified and set up your account, the first step is to create one (or more) subscriber groups so you can start capturing the email addresses of the people who visit your blog and turn them into subscribers.

You can start by creating one group and, as your blog’s traffic grows, create others to segment your database properly.

2) Create signup forms

The next step is to create a signup form so you can start capturing the emails of your blog’s visitors.

Creating a form in Mailrelay is very simple. To do this, go to the Signup forms section, then to Custom forms and, finally, click the “Create” button.

These are the details you’ll need to fill in:

1. Name
2. Group field type
3. Groups
4. Success URL
5. Error URL
6. Confirmation URL
7. Fields

Once you’ve filled them all in, click the “View code” button and you’ll see the HTML code you need to embed the form in your blog.

3) How to add the forms to your blog

Adding the forms to your blog is as simple as copying the code I just mentioned and pasting it into the section of your site where you want it to appear.

The most common places to add a signup form are:

1. Sidebar
2. Footer
3. At the end of your posts
4. Blog header
5. Top bar (hello bar)
6. Pop-up

4) Set up autoresponders

The last step in getting your blog ready for Email Marketing is setting up autoresponders.

This is an optional feature you can use depending on your level of expertise.

Specifically, autoresponders let you send automated emails when someone subscribes to your blog, which makes them ideal for:

1. Sending a welcome or thank-you email.
2. If you offer a “gift” to encourage people to subscribe, you need to set up an autoresponder so it’s sent automatically.
3. Sending offers, promotions, discounts, etc.

I hope all these key points and tips prove really useful and help you in the exciting world of Email Marketing.

· Content strategies for your blog

Content is king in the digital world.

A good content strategy is what attracts and retains your audience. Here are some essential points to boost your content.

► Create an editorial calendar

An editorial calendar is the basic tool for organizing and planning your content.

It helps you keep a consistent publishing frequency and makes sure your content is varied and relevant to your audience.

• Consistency: Define how often you’ll publish and stick to it.
• Variety: Include different types of content to keep your audience engaged.
• Planning: Anticipate important dates or relevant events in your niche and prepare special content for those occasions.

► How to do keyword research for your posts

Keyword research helps you understand which terms your potential readers are searching for.

And how you can provide content that satisfies those searches.

• Tools: Use tools such as Google Keyword Planner, SEMrush or Ahrefs to identify relevant keywords.
• Long-tail keywords: Don’t ignore long-tail keywords, which may have less competition.
• User intent: Make sure you understand and match the intent behind the searches.

► The importance of compelling headings and subheadings

Headings and subheadings help hold the reader’s attention and make the content easier to navigate.

• Hook: Titles should be compelling and promise a clear benefit to readers.
• SEO: Include your keywords in headings when it’s natural and relevant.
• Readability: Use subheadings to break up the text and make it easier to read.

► How to write for SEO and for your readers

Writing for SEO and for your readers may seem like a challenge, but it’s perfectly doable with a balanced approach.

• Quality over quantity: Make sure your content is valuable and relevant.
• Natural keyword use: Work keywords in so that the text still flows naturally.
• Text structure: Use headings, lists and short paragraphs to make the text readable and friendly for both readers and search engines.

► Using multimedia: images, videos and podcasts

Multimedia enriches your posts and makes your content more shareable and engaging.

• Images: Use relevant images and make sure you optimize them for the web (size and format).
• Videos: Video tutorials or summaries can add an extra dimension to your posts.
• Podcasts: Consider creating audio content, since it can be consumed in different contexts (for example, on the commute to work).

· Blog promotion strategies

Even the best content needs to be promoted to gain visibility and attract traffic to your blog.

An effective promotion strategy puts your content in front of your target audience and helps you build a community around your brand.

► Using social media to promote your content

Social media is a powerful platform for promoting your blog.

• Active presence: Keep your profiles active with regular posts, and not only about your own content.
• Community: Engage with your followers, reply to their comments and join conversations.
• Paid promotion: Consider using paid ads to push your posts to a wider audience.

► Guest posting and collaborations

Guest posting and collaborations can help you reach new audiences and build relationships with other bloggers.

• Find relevant blogs: Look for blogs with an audience similar to yours.
• Offer value: Pitch valuable content that benefits both your blog and the host blog.
• Mutually beneficial relationships: Build relationships where both sides benefit in the long run.

► Link building strategies

Link building helps improve your SEO and attract relevant traffic.

• Quality content: Creating content people want to link to is the foundation of any link building strategy.
• Quality backlinks: Aim to get links from high-quality, relevant sites in your niche.
• Ask for links: Don’t hesitate to ask for links when you mention other brands or bloggers.

► Taking part in forums and groups related to your topic

Taking part in forums and groups can help you establish yourself as an authority in your niche and drive traffic to your blog.

• Be original: Add value to communities by answering questions and sharing your experience without aggressive self-promotion.
• Build relationships: Connect with other community members and build meaningful relationships.
• Use your forum signature: Consider adding a link to your blog in your forum post signature to subtly attract traffic.

· Blog monetization

Monetization is a critical stage in the life of a blog, turning your content efforts into a sustainable source of income.

With a range of strategies available, the right approach depends on the niche, the audience and the blogger’s preferences.

► Introduction to blog monetization

Monetizing a blog means putting strategies in place to turn your traffic and audience into a source of income.

The process involves deciding which monetization method(s) best fit your content and your visitors.

• Patience and work: Effective monetization usually requires a solid content base and an established audience.
• Diverse strategies: Explore different strategies to find out what works best for your blog.

► Direct advertising and AdSense

A common way to monetize is through advertising, either direct or through platforms such as Google AdSense.

• Google AdSense: Lets you show ads on your blog and earn money when visitors click on them.
• Direct advertising: Working directly with advertisers cuts out the middlemen and can bring in higher revenue.
• Strategic placement: Think about where you place ads to maximize clicks without sacrificing the user experience.

► Affiliate programs

Affiliate programs let you earn a commission for selling other companies’ products.

• Product selection: Choose products that are relevant and useful to your audience.
• Transparency: Be open about using affiliate links to maintain trust.
• Relevant content: Create content that naturally complements the affiliate products.

► Selling digital products and courses

Selling digital products or courses is an excellent way to monetize specific know-how.

• Unique products: Offer products that provide unique value and are aligned with your audience’s needs.
• Launch marketing: Plan launch strategies to maximize initial sales.
• Support and updates: Offer support to buyers and keep your products up to date.

► Offering professional services

Offering professional services, such as consulting or freelance work, turns your expertise into a direct offer.

• Service packages: Put together clear packages that highlight how you can help your clients.
• Testimonials and case studies: Use testimonials and case studies to show your experience and skills.
• Personal connection: Make it easy for potential clients to get in touch with you and learn more about your services.

Measuring and analyzing results

Simply creating and promoting content isn’t enough.

Measure and analyze the results to optimize your blog strategies.

Through detailed analysis, you can better understand your audience, refine your tactics and make data-driven decisions to guide your blog’s future.

► Setting up Google Analytics and Search Console

Google Analytics and Search Console are must-have tools for analyzing your blog’s performance.

• Installation: Make sure you install the tracking codes on your blog correctly.
• Goal setup: Define your goals and set them up in Analytics to track conversions.
• Performance analysis: Use Search Console to monitor your site’s SEO health and search performance.

► Interpreting key metrics

Understanding and interpreting key metrics gives you insights into what’s working and what needs improvement.

• Site traffic: Evaluate the number of visitors, sessions and page views.
• User behavior: Analyze session duration, pages per session and bounce rate.
• Conversion: Measure how effective your blog is at turning visits into desired actions (e.g., subscriptions, purchases).

► Using data to make strategic decisions

Data should inform and guide your strategies so you keep improving and reach your goals.

• Content adaptation: Adjust your content strategy based on what resonates with your audience.
• Campaign optimization: Evaluate and improve your promotional campaigns based on past performance.
• UX improvement: Use data to identify and address user experience issues on your blog.

► Additional data analysis tools

There are many tools that can complement your data analysis and give you deeper insights.

This kind of blog works as one more piece of branded content within your strategy.

• Hotjar or Crazy Egg: To understand how users interact with your site through heatmaps and session recordings.
• SEMrush or Ahrefs: For detailed analysis of your SEO, keyword tracking and backlink evaluation.
• Looker Studio (formerly Data Studio): To create custom reports and visual dashboards using data from different sources.

· Frequently asked questions

These are the most common questions when creating a blog.

How much does it cost to create a blog?

The basics are the domain and hosting, which you pay for yearly or monthly. On top of that, you can add a paid template, extensions and marketing tools.

Can you create a blog for free?

Yes, on platforms that host your blog at no cost. In exchange, you get less control, a domain with the platform’s name in it and fewer options to grow it.

Which platform is best for creating a blog?

For a professional blog, WordPress with your own domain and hosting is the most common choice because of its flexibility.

How often should you publish?

What matters is consistency. Better one useful article every week or every two weeks than lots in a row and then months without publishing.

How do I get subscribers for my blog?

With a visible form on every article, downloadable content in exchange for an email address and a newsletter that announces every new post.

Jose Argudo

CMO at Mailrelay. Writes about email marketing, copywriting, and conversion for small businesses and entrepreneurs.

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