A Strategy for a Blog? Really?

BloggingBusiness owners ask me all the time whether they should have a business blog. My answer is always the same, let’s explore why.

Starting a blog is serious business that requires a huge time commitment, particularly if you are writing it yourself, so unless it is spelled out in your marketing strategy, you’ll need to create a separate blog strategy to determine its purpose and destiny before you start writing. In some industries you are only as good as your last blog entry, so make sure you can “commit” to this long term marketing tool.

I understand that many may feel a strategy for a blog is a bit “over the top”, but in fact by writing down your plan, you are more likely to commit to it, but also to see its value in the growth of your brand.

With over five years of experience writing various blog strategies for my clients, I have outlined a few key tips to consider when creating a strategy for your blog:

  1. Create a goal for your blog.

In other words, why do you want to have a blog? Is it to position you or your brand within an industry? Is it to provide guidance to your audience, or insights into industry trends? Or is it simply to provide tips to show your knowledge. Make sure you are very clear about the “why”, as it will help you determine the outcomes and direction of your blog strategy.

  1. Decide who your audience is going to be.

Who do you want to engage with and speak to with your blog? Are you trying to target C-level individuals, front line staff, or middle management? The more narrowly you define your target audience, the easier it will be to identify those people, cater to their needs with your content, and reach them with your messages. This audience should tie in to your key audience for your brand, so look to your marketing or branding strategy to help you determine audience.

  1. Content is still king.

Your primary and ongoing goal should be to continuously develop innovative content and put a truly unique spin on whatever topic you’re blogging about. Make sure your blog highlights your unique knowledge, voice and personality. Having a unique voice is one of the easiest ways to set it apart from your competition. Try to incorporate proprietary information, facts or research. The more unique and innovative your content and the better you target your audience, the easier it will be to build a following.

  1. Create an editorial schedule, and stick to it.

To build and maintain a steady audience, you’ll need to commit to a regular schedule for your blog. It has to be frequent enough that your audience expects it yet is not overwhelmed by it, so knowing your audiences tolerance is key here. Make sure you don’t over promise and under deliver as your audience could simply move on.

  1. Track and measure your success.

Most blog sites have great analytics, so make sure that you are tracking which blogs are giving you the best engagement and maybe consider creating a few blogs on a similar topic, or a series on the same topic. Always try to give your audience what they want and one way of ensuring this is tracking your analytics.

Do you have a business blog? What is your blog doing or NOT doing for you that you wish it would? Have you ever considered writing a blog strategy? I look forward to your comments and discussion.

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