A Content Strategy that’s Right for You
Finding the right strategy for your company.
Blogging without a strategy is like driving at night without your headlights on. It just doesn’t work out well for anyone involved. This is why having an effective business blog strategy is so important. Having a viable content strategy will help you to maximize your returns.
And we’re not just talking about monetary returns like your return on your investment. We’re talking about maximizing the effectiveness of your blogging efforts. After all, who wants to take the time to write a blog post, or have one written, just to have it essentially shelved.
When you take the time to have a great piece of content written, maximizing its exposure should be the goal.
Step 1 – Define the Purpose of Your Blog
A blog without a purpose will ultimately prove fruitless. If your blog has no purpose, is there any point in its existence? Why would you create a blog that has no benefit to your business?
Consider first what you want your blog to achieve. Do you want it to compliment your product range and provide customers with additional information? Do you want it to serve as a form of insight into your business operates?
Define the purpose of your blog and set in stone what you want it to achieve.
Step 2 – Define Your Target Audience and Demographic
Once you have created a purpose, you should then look at the blog’s target audience. Always know your audience. This will influence how the blogs are written and what type of language and subjects are used.
For example, if your products are marketed to a senior demographic, your blog should avoid using an excess of technical terminology and modern slang phrases.
Ensure that your blogs target audience matches with your sales and marketing strategies and that a clear audience is defined.
Step 3 – Create a List of Target Keywords
Blogs can serve as important SEO tools and can help increase traffic to your website.
To achieve this, blog articles must contain a list of carefully crafted keywords and phrases that search engines can pick out and index. Once you have defined your blog’s purpose and target audience, you should then research what keywords you wish to include.
What keywords are currently used in your website content? What keywords do wish to feature prominently? Which keywords do you feel users may typically search for on Google to find your business?
Step 4 – Choose a Suitable Means of Distribution
How will your blog be implemented?
Will you invest in a self-contained blog that is created from scratch and is integrated into your existing website theme? Or will you use a blogging platform such as WordPress or Weebly and simply link this to your business website? When choosing a means of distribution, you should also consider what level of control and customization you require.
Remember, blogging platforms often offer a reduced amount of customization and control.
Step 5 – Choose a Professional Blog Writing Service
A blog can be created and maintained in-house, or you can use a professional blog writing service.
A third-party service can provide numerous opportunities and can take away the stress and hassle associated with creating a blog.
Step 6 – Define How You will Promote Your Blog
The next step is to then decide how your blog will be marketed.
A blog could contain the most fantastically written posts in the world, but if it is not marketed, or promoted, the number of views will stay limited. Will you use social media to facilitate your blog? Will you promote it on your business website? Will you incorporate your blog into your other marketing such as printed brochures and leaflets?
Promotion is key and you should understand clearly how you intend to do this.
Step 7 – Agree on a Posting Schedule
How often will you post new blog articles? What approach will you take to posting? Will you post shorter articles more regularly, or will you post longer articles less often?
Having a series of shorter articles that are posted frequently can help improve your keyword placement. You can choose a wider range of keywords and rotate their use.
A third-party content writing company can help you decide an appropriate path to take and implement a beneficial posting schedule.
Step 8 – Create a List of Key Metrics for Your Blog
How do you want your blog to perform statistically? How many visitors do you want your blog to have per day? How many comments do you want your articles to contain?
What percentage do you want your SEO rankings to improve by due to the implementation of your blog? Consider what cold, hard numbers you wish your blog to achieve.
These figures can then be reviewed in the future. These figures can then be used to measure the overall success of specific blog posts.
Step 9 – Create a List of Potential Blog Titles
It is inadvisable to have progressed to this point without having a strong list of titles that will be included in your blog. Why would you create a blog if you have no specific content to write for it?
First, consider the different categories you wish to create such as how-to posts, top lists, etc., and once you have a group of categories, you can then work on individual titles for each category.
Alternatively, you can seek the advice of your blog writing service that will be able to assist in the creation of catchy and relevant titles.
Step 10 – Review the Progress and Impact of Your Blog
Once your blog is created and you have posted a series of blog posts, you should regularly assess its effectiveness.
You can look back at your chosen metrics and see if your blog is meeting your targets.
How many visitors is your blog generating? Is your blog being shared on social media? Is your blog commented on and has your blog generated any business?
Once you have reviewed the efficiency of your blog you can then look to make any necessary changes.
Updating and evolving your strategy over time ensures you are always moving forward and progressing.
Using these steps, and enlisting the services of a professional blog writing company, you can craft an effective, useful and worthwhile blog that will truly enhance your business and increase the worth of your website as a whole.
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