How to Create a Blog Strategy That Works
Do you blog? Lots of businesses do. But are your blogging efforts bringing you the results you want? Blogging is one of the most recognised ways to reach out to a target audience. It is one of several forms of content used by businesses trying to attract the attention of their ideal customer. Content marketing is proven to bring in more business, visitors, sales, and results. Blogging is one of the most popular ways to do this. However, if you want to make blogging work, you should know how to create a blog strategy. It should be a strategy that will deliver the results you want.
So… what is a blog strategy and why do you need one?
In order to discover how to create a blog strategy, we must first understand what it is. Put simply, a blog strategy is a plan of action that drives your blogging efforts. Let’s assume you have a small business selling garden tools. You want to make more sales via your website. There are two ways you can go about this:
- You can come up with ideas for blog posts and write them whenever the mood takes you
- You can create a blog strategy first and develop post ideas that follow your strategy
Ah, yes, we’re back to the strategy again. It’s still a vague idea at the moment, so let’s make things clearer. It might be easier to think of your strategy as a plan for your blogging efforts. What do you want to achieve with your blog posts? You might have several aims in mind:
- Brand awareness – making people aware of your business and what you do
- Customer engagement – developing stronger connections with customers (and would-be customers)
- Lead generation – developing leads that could later convert to sales
- Sales – kinda obvious, I think!
There are others, but these are popular aims to focus on. You’ll notice they are all focused on driving better results for your business. Your strategy will prevent a scatter gun approach to blogging that is likely to fail. A random approach means you are relying on luck to deliver results. It also makes it difficult to measure your success. If you don’t have any goals, how can you tell if you have achieved them?
How to create a blog strategy that covers different goals
Let’s review those four examples – brand awareness, customer engagement, lead generation, and sales. Your blogging strategy could include all those. You might decide to write one blog post per week, focusing on one of those four examples in each one. You’d cover each of them once per month.
To do so, it makes sense to develop ideas for posts that fit with each example. For instance, you should know your USP (unique selling proposition) and how it ties in with your brand. Only then can you write posts that make people more aware of your brand. Just be aware your content should always be focused on your customer. Ask yourself how each blog post could be written to help them, to provide support, advice, or whatever else they are looking for.
If you try writing posts aimed at converting browsers into buyers, your content should be aimed at that visitor. Let’s go back to the garden tools example. Some of the people who find your site might be looking for ergonomic garden tools. If you sell them, you could write some posts based around that topic – posts that are aimed at someone who is ready to buy. This requires a different type of post to one written with brand awareness in mind. In that scenario, someone might just be looking for more info on ergonomic garden tools. They’re not yet ready to buy. So, a post written to make people more aware of your business might touch on the different types of tools available – and how yours stand out from the competition.
A basic blog strategy is much better than the scatter gun approach
Some people go into great depth when working out how to create a blog strategy. Others put together something more basic. But anything is better than nothing at all. Having a point to start from means you can monitor your progress and your results. It gives your blogging a purpose. When it’s done well, it also gives you a much better chance of getting the results you want. More visitors, more sales, a better outcome all round.
Need some help writing your blog posts? Fill in my easy contact form today to say hi. It could be the best thing you do for your blog. Whether you merely need some ideas or someone to complete your blog posts from idea to finished product, I can help.