Blogging is no longer something that can be pushed to the sidelines. If you’re running an online business, you need to create a brand. A key component of that is to create a content marketing strategy, specifically a blog strategy.
If you don’t already have a blog for your business, now’s the time to jump on the bandwagon. Blogging is the best way to connect with your audience, promote yourself as an authority, and increase your search engine position. In 2018, blog content was reportedly a top priority for 53% of marketers. If you’re not sure where to begin with your blogging strategies, try these 4 ideas below.
1. Know Your Audience
The first component of any one of the top successful marketing strategies is to know your audience. If you don’t know who you’re talking to, you might as well not be talking at all. Start by thinking about who you’re trying to sell to with your business. What does your ideal user look like?
Now, take this ideal user and create a list of questions and concerns they might have. This is the foundation for your blogging content. For instance, if you’re a business software company, you would want to create content that appeals to those who make purchasing decisions for businesses, small business owners, and so on.
2. Follow a Blogging Schedule
Another important component of creating a blogging strategy is to create a schedule. Blogging is often thought of as something that you can do in your spare time. However, you’ll be much more successful if you’re able to follow a consistent schedule to make sure you’re creating content that’s right for your audience.
Consistency is really key in the online world. I bet you’ve experienced visiting a website only to discover the blog hasn’t been updated in months. You probably assume that business isn’t very active. This is a normal thing to think, but that’s not the impression you want to give your customers. Having an active blogging schedule makes your business look active and successful. While you might not be able to blog once a day, aim for a consistent number you can keep up with.
3. Be Personable
We’ve all read blogs that look like they were written by a machine. In fact, many blogs today are written by artificial intelligence, and you might not know the difference. However, you can almost always identify when bloggers and businesses lack a clear persona. A persona is a personality or tone your blog encompasses to make it more interesting.
Nobody wants to read a bland manual devoid of feeling, emotions, and experiences. Unless you’re writing a 100% technical blog, make sure you include some personality. If you can, put a face to the enterprise. Create a persona or assign a writer to your blog who can deliver personality and flair.
4. Drive Action
Finally, if your blogs aren’t driving action, they’re not successful. Many new bloggers and business owners fail to drive action with their posts, and this is a sign there needs to be a change. Remember, your goal is to build a brand your customers can trust. The sign that you’ve done just that is when your blog readers take action in some way.
So what types of action can you suggest? This will depend on your goals, but here are a few options:
- Read additional information
- Sign up for an email list
- Browse products/services
- Book a meeting or call
- Make a purchase
While you shouldn’t count on users making a purchase after reading your blog posts for the first time, think of how you can use your blogs to funnel users through the customer journey. They start by learning about your blog for the first time, and they learn to trust you as they read your posts. Finally, they’ll feel ready to take the next step, whether that means signing up for your email list or purchasing something.
Strengthen Your Blogging Strategy
If you’re not blogging, you’re falling behind. Businesses of all shapes and sizes are utilizing blogs to make a name for themselves. Treating your blog as a business in itself is the best way to create a brand, build trust, and drive action from your users.
In the past you might have been able to create a blog without any clear strategy, but that won’t work today. Now, you need the strategize to make the most of your blog. Get started with these ideas above today and see where they take you.