Company blog
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A blog is not a company diary. It is a set of pages that answer a question, earn a place in the results and bring the reader back to the offer. When it is well built, it keeps working for years on a budget already spent. ## The angle before the topic Blogs that work start from experience: "how to read an invoice", "what timelines for a Shopify shop in Morocco". Those articles are useful because they describe a real problem. A company blog that explains your method or your expertise often converts better than a blog that repeats general definitions of its industry. ## Consistency matters more than volume Two articles a month for a year are worth more than ten articles in one week. Better a modest calendar kept than an ambitious plan abandoned. ## Measure and maintain A blog is measured in Search Console: queries won, pages rising, articles that stagnate. The best articles are updated, linked from the home page and mentioned in the newsletter. The weakest are merged with a neighbouring article to avoid cannibalisation.When this guide is for you
- You sell a complex service (consulting, software, training) and must explain before selling
- Your site receives visitors but they land on the home page and leave without remembering you
- Competitors show up on Google for questions your customers genuinely ask
- You want a base of content reusable in newsletters, on LinkedIn or in WhatsApp messages
- You are preparing a new offer and need to check market interest before investing
Step by step
- Define an editorial angle — Start from real experience and customer questions (how to read an invoice, what timelines for a shop in Morocco) rather than repeating general definitions.
- Build a realistic calendar — Two to four useful articles a month for a year beats ten articles in a week; keep a modest plan you can sustain.
- Interview experts and write — Feed external writers with expert interviews and a technical review, and avoid unfiltered generated text.
- Link to the offer — Add internal links to service pages, promote articles in the newsletter and on LinkedIn.
- Measure and maintain — Track queries, rankings, clicks and outbound links in Search Console, update the best articles and merge or remove the weakest.
What it costs (in MAD)
| Service | Indicative price | Good to know |
|---|---|---|
| Optimised blog article (800–1,500 words) | 800 – 2,500 MAD (approx. 75 – 230 €) | Depending on research, proofreading and expert interviews |
| In-house writing | 4,000 – 9,000 MAD / month (approx. 370 – 830 €) | 2 to 4 articles a month with a calendar and review |
| Editorial strategy | 8,000 – 20,000 MAD (one-off) | Editorial line, personas, 6-month calendar and prioritised topics |
| Review and update of older articles | 300 – 1,000 MAD / article (approx. 27 – 90 €) | Updating prices, screenshots and links |
| Blog calendar and design | 3,000 – 10,000 MAD | Category pages, article template, mobile screens |
Indicative ranges for the Moroccan market in 2026, excluding tax. Prices vary with scope and provider.
Mistakes to avoid
- Publishing on general topics unrelated to the offer, attracting only unqualified visitors
- Writing in bulk and then stopping after three months: visibility comes from consistency
- Never revisiting older articles, whose outdated prices undermine their credibility
- Forgetting links to service pages, when the blog is what brings in enquiries
Frequently asked questions
How long before a blog gets traffic?
Generally allow 3 to 6 months for the first meaningful rankings and 6 to 12 months for steady volume. A blog launched on a new site with little authority takes longer.
How many articles should be published?
Fewer than you might think. Two to four useful articles a month are often enough for an SME. Twenty good articles well linked to the offer bring in more than a hundred generic ones.
Who should write the articles?
The best author is someone who knows the trade. External writers work if they are fed by an expert interview and a technical review. Generated text without review is easy to spot.
Is a blog useful without paid search?
Yes, it is even an acquisition channel in its own right once articles rank. It also feeds the newsletter and LinkedIn, so one piece of writing serves several channels.
How do I know an article is working?
Look at impressions and clicks in Search Console, time on page and outbound links to service pages. An article with no clicks or visits after six months should be rewritten or removed.
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