How to create a blog strategy; for years, blogs have been a key way to elevate brand awareness. Blogs exist to build trust with an audience and provide valuable and actionable information. Businesses who know how to create a blog strategy enjoy greater engagement, recognition, and sales.
They are also generally considered more competitive among their peers. Blogging serves as a showcase for expertise and demonstrates the lengths a business is willing to go to connect with their audience.
Blogging has been an internet mainstay for decades. Yet it is not as simple as choosing a keyword and writing a post; it is a very intentional process.
How to Create a Blog Content Strategy: 10 Steps
Blogs allow businesses to take matters of visibility into their own hands. You need a viable blog strategy template in order to maximize your chances for success. Here are ten practical steps to getting a successful business blog off of the ground.
1. Define the budget.
For any successfull blog strategy for business, first, brainstorm a blog, and the possibilities are endless. Yet bringing these things to life costs money and a great deal of time. If a business wants to produce videos to embed in their blog, this is an expense that should be estimated as accurately as possible. Using writing services to create some of the content will also cost money, but can save them a ton of time and help with quality assurance.
2. Have realistic goals.
It is perfectly normal to have big dreams for a blog. Everyone would like more sales, to go viral, and to double their audience. All three can happen, but it is best to focus on one goal. Some newer businesses start a blog to make their fledging audience loyal. Some begin blogging solely to give customers extra value and end up enjoying other benefits in the process.
3. Identify the audience.
for the most successful campaigns, you need focused and goal-oriented blog strategy management. With a goal in mind, businesses can proceed toward identifying the market that will serve that goal. Why would this person visit the blog? What would they expect to find, and how can one exceed expectations? Are they purchasers, or people who influence others to purchase? Are they collecting actionable information that can help them solve a problem, or are they deciding which business they want to buy from?
4. Create the ideal audience liaison.
Once the audience is identified, a business can decide who should be speaking to them. The ideal audience liaison will serve as the voice of the blog. Perhaps they would identify with a casual tone and real-life anecdotes. Conversely, the audience may be more trusting of an informative speaker who knows the language of their industry.
5. Decide on content formats.
Businesses learning how to create an SEO blog strategy miss out on this one piece of insider information: it’s not all about the blog. The target audience will also be open to receiving content in other formats. For instance, the person collecting information they can act on will be lured in by how-to guides, white papers, and other content offers they hear about via the blog.
The smart shopper deciding whether or not to choose a brand wants case studies, reviews, and maybe even marketing emails.
6. Generate topics.
Once the target audience has been examined, it is time to brainstorm topics with titles they want to click on. Keyword research can inform much of this, as does deep industry knowledge. It is only important to bear in mind that the copy must align with the title; Google and its searchers have no faith in clickbait.
7. Research competitors.
How do “underdog” businesses end up ranking higher in search results than top competitors? It may be that their content went above and beyond. Every business that blogs must thoroughly research what their competitors are doing, and take it further. Examine search results for particular key phrases, note the basic information or common message, and optimize.
In this way, businesses can improve upon someone else’s winning business blog strategy.
8. Set a schedule.
The “trust” benefits of blogging materialize through a few different avenues. In the first place, the right information is supplied. The blog becomes a good source for what they want. Also, the blog is regularly updated; it’s not a ghost town that the business attends to in bursts.
What is “regular” will vary depending on the business, industry, and current level of awareness and reputation status. The biggest blogs in the business turn out hundreds of posts daily, while some thought leaders post once a month.
9. Identify promotion channels.
Those interested in how to create a blog strategy already know that SEO is a requirement. After all, a blog will never get a sufficient number of hits from search engines if they do not appear high enough in the results.
Aside from this, social media needs to have an ironclad place in the blog strategy for business. The feature photo and headline of a blog post make a visitor want to stay and read. But almost as importantly, they make a great social media post.
10. Measure results.
If the goal of a business’s blog is to increase sales, this is the result to keep an eye on. In some cases, engagement will rise, while sales remain stagnant. This tells a business that their strategy is just effective enough to hook the audience, but something is holding them back from purchasing.
Businesses need to take a multipronged approach toward proving their worth to the target audience. Most cannot rest on the “product speaks for itself” approach. A blog is a great way to support this.
That said, there are millions of blogs languishing online. Upon closer inspection, they did not employ some key principles of a great blog business strategy, such as:
- Clearly defined goals.
- An accurately identified audience.
- A voice and topics curated for said audience.
- The right posting frequency for that business.
- Extraordinary and diverse content – content that elaborates on competitor content, and offers additional formats for added value.
Though it can all seem more complicated than initially thought, knowing how to create a blog content strategy is a real marker of success. Blogging is a foundational and trustworthy method of promoting a business and increasing brand awareness, giving businesses plenty of motivation to deploy their strategy today.