Before starting to even define a strategy it is important to ask whether ‘blogging’ is appropriate for your type of business…
Once you’ve made the decision to blog it is then important to define a strategy for doing so, as effort without direction is just wasted energy! To help you do this, here are some questions that may help:
1. Why blog?
Define your main objective….
- To increase traffic and improve search engine optimisation?
- For self promotion?
- For personal expression?
- To project your business as a credible and valued industry leader?
- To position as “thought leaders” within your industry
- To foster brand loyalty & brand equity
2. What do we want to achieve?
….Clearly identify what your goals will be…and how you’re going to measure them!
3. What should I blog about?
…It’s generally about having something unique or saying something in a way that makes an impact. Ask yourself:
- What are our interests and services?
- What are people currently saying about them?
- How can we further demonstrate what makes us unique?
Remember there is no right or wrong. Your blog should be subjective and opinion based to encourage people to discuss and engage.
N.B. Don’t give away your trade secrets but encourage engagement and project credibility in your area of expertise.
4. What kind of readers are you targeting?
- Who are your articles for?
- Who will be interested in them?
- How can you use it as a new business tool?
- Who do you want your prospective clients to be?
This is a key thing to bear in mind. Your readers need to find your thoughts interesting so that they return!
5. How am I going to disseminate our articles and increase traffic?
Blogging falls in to the social media category for a reason, it creates a micro community encouraging thought and response by members of that community. Effort without dissemination is just wasted energy!!! Here are some channels that you can disseminate your articles through:
- Other social media sites
- Article marketing
- Bookmarking links
- Word of mouth
To measure your success you will need to review your analytics regularly to see what articles are most popular, where people are finding them and what effect it is having on our SEO! We will use this data to make our blog strategy work harder for us on an ongoing basis.