BluepointATM Blog & SEO Strategy
Overview
During the October 2025 campaign planning call, the team aligned on a lightweight but effective blog and SEO strategy for the BluePoint ATM website. The core principle: treat blog content as a multi-channel asset that serves SEO, email nurture, and social simultaneously — without cluttering the main site navigation.
See also: [1] | [2] | [3]
Blog Placement: Footer Over Navigation
Decision: Move the blog section to the website footer rather than featuring it in the main navigation.
Rationale:
- Keeps the primary navigation clean and conversion-focused
- Blog content still gets indexed by search engines (SEO value is preserved)
- Avoids giving casual visitors a reason to wander away from core product/service pages
- Footer placement is a common pattern for B2B sites where the blog is a secondary discovery channel rather than a primary CTA path
Owner: Melissa Cusumano (Asymmetric) — tasked with implementing the footer move.
"Blogs to be moved to footer for SEO benefits without cluttering main navigation."
— Meeting summary, October 2025
Blog-to-Email Pipeline
Blog content should feed directly into email campaigns rather than sitting as standalone web assets. The recommended flow:
- Publish blog post on the BluePoint ATM website
- Share on social (social content should align with the blog topic for that week/month)
- Include in email campaigns — send blog content to the growing contact list in HubSpot as a value-add touchpoint
This approach multiplies the ROI of each piece of content: one blog post generates an SEO page, a social post, and an email send.
"As your email list grows, send out the blogs to your email list. There's a lot of elements that filter from just like one item."
— Melissa Cusumano, October 2025 call
Pending Content (as of October 2025)
- October blogs — drafted but pending Wade Zirkle's review
- October social content — also pending Wade's review; flagged as overdue in ClickUp
Owner: Wade Zirkle (BluePoint ATM) — responsible for reviewing and approving October blog and social content.
SEO Considerations
- Blog posts provide long-tail keyword coverage for BluePoint ATM's target verticals (stadiums/arenas, water parks, entertainment, retail, etc.)
- Each campaign segment (e.g., stadiums & arenas, water parks) is a candidate for dedicated blog content that supports both the email campaign and organic search
- Keeping blogs indexed but out of primary navigation avoids diluting the conversion funnel while still accumulating domain authority over time
Recommended Content Cadence
| Channel | Frequency | Notes |
|---|---|---|
| Blog | Aligned to campaign segments | One post per active campaign vertical |
| Social | Weekly | Should mirror blog topic |
| Email (blog send) | Per campaign rhythm | Include blog links in nurture sequences |
Related Decisions
- Stadium/arena campaign is the immediate next focus; blog content for this segment should be prioritized — see [4]
- Water parks / amusement parks are the planned follow-on segment (budget season timing)
- Blog content can be repurposed into the "not ready" drip campaign as educational touchpoints — see [5]