In the world of Online Marketing, Strategy is a word thrown around with abandon. This is a shame as it devalues the term. if one aims to create a successful blog, a blogging strategy is essential. Strategy is a fancy label for something, which is more or less common sense. Enabling you to blog confidently. See what I mean about the term strategy being chucked about a lot?
What is a blogging strategy?
In essence blogging strategy is a short series of questions, once these are answered you have developed a blogging strategy. So its not as confusing /esoteric as it first appears.
• What is the purpose of the blog?
• What are your objectives?
• How do I measure the success of my blog?
• Who is the blog for?
• How often should I blog?
• How long should my blog posts be?
• How should I promote my blog content?
Why have a blogging strategy?
Answering these questions will provide your blog with a clear purpose, making it more coherent and focused. This removes the problem of blog posts which jar against other posts, leaving the reader with the question ‘why did they blog about this?’. I’ve seen larger companies and agencies fall into this trap. Clear goals will ensure your blog serves a useful purpose so you are not just ‘blogging for blogging’s sake’ by drawing up an appropriate set of metrics, you can monitor if you are achieving these goals. If your blog content interests your target audience then it will lead to a more engaged audience and they in turn are more likely to share the content on social media. Having a blogging strategy improves your chances of creating content your customers and followers want.
What are your objectives?
Convince and Convert offers 3 reasons for having a company blog. Each of the different reasons has a slightly different emphasis and different metrics. Having a clear reason for maintaining a company blog would appear obvious, however I suspect a lot of companies would be unable to provide a clear reason why. Don’t be one of them.
The three reasons convinceandconvert.com offers are as follows:
Blogging for Content
This is where there is a definite emphasis on search engine optimisation. The blog being used to drive traffic and attract backlinks.
Blogging for Commerce
This has similarities with blogging for content Here the emphasis is more on sales with conversions being the name of the game.
Blogging for Community
These blogs try to create a consistent readership around a certain theme or interest. There will be quite a lot of interaction with the readership. This type of blogging is generally for non-commercial reasons, once the community is flourishing. A commercial aspect may surface such as T-shirt sales or .mp3 downloads.
I’ll add a fourth category, which follows on from this
Blogging for Branding
This is where the blogger is attempting to raise his or her profile and to develop their brand. The blog posts are designed, for sharing widely on social media in the hope that some of the content will ‘go viral’.
Please note these aims are not exclusive. It’s fine to focus mainly on one of the goals, whilst including elements of another category. Chasing too many overall goals will lead to a blog that lacks focus. A clear focus and effective targeting are the ingredients of a really great blog. A blog, which answers your target audience’s questions, in an accessible way. Will be regarded as sticky, absorbing and useful. This will attract readers and subscribers, which, surely is the goal of any blog.
How do I measure the success of my blog?
Depending on the objectives you have chosen. You need to choose a suitable set of metrics. Analytics expert Avinash Kaushik has developed a great set of metrics that are easily to implement. They will allow you to monitor the impact of your blog with confidence. We’ll examine a few now I don’t want to crib all of his hard work so I will include a link to his quite blog in the further reading section.
1.Raw Author Contribution
a) Number of Posts / Number of Months Blogging
b) Number of Words In Post / Number of Posts
this will give you a good indication of the engagement you have with your visitors.
Conversation Rate = Number of Visitor Comments / Number of Posts
Know exactly whom you are writing for
Personas are a vital part of any good blogging strategy. Personas are character sketches of your customers, ideally backed up with data. If you can relate to your readers, this will help you to target your blog posts. Good quality content answers readers’ queries and is more likely to be shared. Having a good understanding of your reader’s requirements will enable you to help them.
How often should I blog?
Blogging frequency is another element of a blogging strategy. There is no definite answer to how often should a blog be updated. my answer would be as often as your resources will allow, without the quality suffering . I feel that daily blogging is not a long term option. Quality will decline in the long run. Regular blogging has a number of benefits such as:
This is how often the search engines index (or read) your website to see if there have been updates. A regularly updated blog will be indexed more often.
Search Engine Ranking
Regular updates boost the search engine ranking of ones website. Failing to update a blog often will result in a rankings drop. I can confirm this from personal experience.
Establish Authority Status
A regularly updated blog looks great, and will help to establish your authority. Over time this could increase the brand loyalty of your readers. Especially if you offer good quality content.
Shareable content for social media
A regular conduit of good quality content will provide plenty to share on social media. Raising your brand’s profile even further.
Once you have established yourself as a source of regular good quality information, it will be easier to attract blog and newsletter subscribers.
Attract a loyal readership
A regular good quality blog that answers people’s questions will attract readers. However, your content promotion efforts will need to be up to scratch.
Promoting content is just as important as creating it. However, it’s an aspect of blogging, which is often neglected. How much time should be spent promoting content is a personal choice. I think it is prudent to spend nearly as much time promoting blog posts as creating them. This means making an active effort to network with other bloggers. Rather than relying on Google’s good graces. How your content should be promoted is another aspect of your blogging strategy to consider. Effectively promoting blog content requires a lot more than simply sharing a blog post on social media. Blogger outreach or building ties with other bloggers is a major aspect of blog content promotion. Many bloggers are influencers one definition of which is:
Influencers are a person or group that has the ability to influence the behaviour or opinions of others.
Search engines want to reward good quality content with high search rankings. How do they know if content is good quality? If other people are sharing it is a good sign, especially if they are authorities in a niche. Blogger outreach needs to be an on-going process. You cannot approach other bloggers ‘Hey! I’ve got a great blog post. Help me to promote it NOW!’
Guest blogging is a great way to increase the size of your network and to build your reputation. Guest blogging involves writing posts for other people’s blogs in return for a service or backlink
The easiest way to find guest blogging opportunities in your niche is simply to search for them. a search query such as niche-keyword + “submit a guest post” should find plenty of guest blogging opportunities. Kissmetrics rather helpfully provide a list of potential search queries. Simply add a keyword for your niche where appropriate.
• keyword “submit a guest post”
• keyword “guest post”
• keyword “guest post by”
• keyword “accepting guest posts”
• keyword “guest post guidelines”
This article has explained what a blogging strategy is and I hope convinced you of the benefits .As you can see it’s not complex, merely a set of common sense questions which need to be addressed before one commits to having a blog. Let’s be honest having a blog is a commitment, a pleasant one, once you get used to it. You cannot expect to just blog for two of three posts. It is a long-term effort, a marathon not a sprint. Having a blogging strategy ensures you are running in the right direction.
Further Reading & Bibliography
- Using buyer personas in content marketingsmartinsights.com
- 31 business building benefits of Buyer Personas businessesgrow.com
- How to Create Easy, Yet Actionable, Content Marketing Personas contentmarketinginstitute.com
- How to Create a Successful Blog Strategy: A Step-by-Step Guidehubspot.com
- Planning Your Blog Strategy For 2015 Starts Today, Why Wait Until January?magnet4blogging.net
- How Do You Create An Effective Blogging Strategy? pushingsocial.com
- 1210 Reasons to Develop a B2B Blogging Strategykomarketingassociates.com
- 7 Successful Blogging Strategies from Great Bloggersfalconerwebmarketing.com