3 Ways To Know Your Nonprofit’s Blog is Working
So, a client asked me the other day:
Are our blog posts actually effective?
They were publishing every week—consistently pumping out new blog content—yet they weren’t sure if all that effort was actually driving engagement, attracting visitors, or making an impact for their business.
If you’ve ever wondered the same thing, keep reading! I’m about to show you the exact approach we took to find out (and how you can do it too).
Why Your Blog Content Matters
Before we get into the nitty-gritty, let’s talk about why blog content is such a big deal. Sure, you can crank out weekly posts, but what do those posts actually accomplish?
Engagement: Quality blog content keeps people on your site longer and encourages them to explore.
Authority: Regularly publishing content that resonates can position your brand as a thought leader.
Visibility: Well-optimized posts can help you rank in search engines and attract organic traffic.
If your blog isn’t delivering on these key goals—or you’re not sure if it is—then it’s time to roll up your sleeves and dive into the data.
1. Check Your Blog Analytics (GA4 is Your Best Friend)
If you’re not tracking key metrics, you’re basically flying blind. In our client’s case, we hopped into Google Analytics 4 (GA4) to pull engagement time per user and views per post.
What we discovered:
Their highest-performing post was from a guest author who brought an established audience to the table.
Engagement time was solid on a handful of other posts, but there was a big drop-off on posts that were too product-heavy or sounded too “salesy.”
Key takeaway:
Featuring guest contributors can give your traffic a nice boost because they bring an existing audience with them.
Don’t be afraid to experiment with different styles and voices—see what resonates with your readers and do more of that.
2. Look at Organic Search Performance in GA4 and Google Search Console
Yes, your blog can (and should) generate consistent, long-term organic traffic. Even though this particular client had a relatively new site (meaning naturally low search traffic), their blog boasted the highest engagement rate across the entire site.
What this means for you:
If your blog has solid engagement, it’s a sign that people genuinely find your content useful.
This opens up a huge opportunity to invest in search engine optimization (SEO). If you can keep people’s attention, Google notices—and that can mean better rankings over time.
Key takeaway:
Even if search traffic is low right now, don’t give up on SEO.
Focus on creating valuable, readable content that speaks to your audience’s needs and questions. Over time, that can turn into a powerful source of organic traffic.
3. Leverage Blog Content Across Multiple Channels
Time for one of my favorite moves: repurposing. If you’re pouring energy into creating blog posts, why not squeeze as much mileage out of them as possible?
In our client’s case:
The blog fueled engagement across LinkedIn, email campaigns, and even ad copy.
The social media team took excerpts from blog posts to spark discussions on LinkedIn, using quotes, stats, and insights directly from the blog.
The email marketing folks included snippets or bullet points from the blog in their newsletters, driving people back to the site for the full story.
Key takeaway:
If your blog content is already hitting the mark with your audience, repurpose it across social media, email campaigns, and even advertising.
Consistent messaging across channels can amplify your brand’s voice and provide multiple touchpoints for your audience.
Is Your Website Accomplishing Your Goals?
Now that you know how we tackled one client’s question—“Are our blog posts actually effective?”—it’s time for you to put these tips into action:
Dig Into GA4: Track your engagement time and post views. Identify what’s resonating and do more of it.
Optimize for Search: Look at your organic traffic through GA4 and Google Search Console. If people are engaging, it’s worth stepping up your SEO game.
Reuse and Repurpose: Don’t let those blog posts collect dust. Share them on social, in emails, and anywhere else your audience hangs out.
Remember: Consistency + Data + Adaptation = Success. Your website should be working hard for you, so if something isn’t clicking, don’t be afraid to pivot!
Ready to Level Up Your Blog Strategy?
If you need help supercharging your blog content, optimizing for search, or even brainstorming new ways to repurpose, we’re here to help. Let’s make sure your digital marketing efforts aren’t just published—they’re actually effective.
