Top 5 Steps to Craft a Blog Content Strategy
After a relatively sluggish start, blogging gained popularity quickly during the late 1990’s and early 2000’s. Since then, we’ve been witnessing a sort of revolution where countless individuals have made a name for themselves. Inevitably, the issue of quality over quantity was put into focus as more people started using blogs
Businesses, in particular, realized that it was no longer enough to merely have a blog section on their website. They needed to spend more time creating a high-quality content strategy that would allow them to build a reputation over the medium to long-term.
Here are the five steps required to craft one such value-generating and reputation-building content strategy.
1. A Clear Objective
Your blog cannot deliver on its potential if it doesn’t have a distinct purpose. You will need to have an objective in mind even before you start formulating your strategy. Ask yourself the following questions:
- What goal is my company trying to achieve (besides selling)?
- What narrative or story supports this objective?
- Who are the people that are supportive and can get behind this objective?
- Is my team already aligned behind this objective?
Once you have the answer to these questions, use them to define your objective.
2. Focus on Your Readers
Whatever objective you decide on and whatever content you end up writing, it will all be in vain if you do not take your audience into account.
- Who are they?
- What are they into?
- Is there a particular time of day when they prefer to consume your content?
Some of these questions can be answered by making use of various analytics software. Sometimes though, simply asking people directly is best.
3. Provide Real Value
We cannot stress the importance of this step enough. There is a lot of content on the internet, and anything that could be said has, most likely, been said. Nevertheless, it shouldn’t discourage you from creating content that will make your readers say – “I did not know that!”
There are several ways to go about this. Google has highlighted the importance of ’how-to’ content as a valuable marketing asset. Over 65% of millennials regularly turn to this form of material as a means of quickly picking up a new skill. Likewise, one in three have said that they purchased a product after watching a how-to video.
Another way of providing value via your content is not to state the facts as you have read them somewhere else. Provide your insight and distinguish yourself as an industry expert that your readers turn to for more information.
If your content provides real value to the reader, chances are they will be coming back for more. They may even feel inclined to give some of their input – which you should encourage, by the way.
But if your organization does not keep its blog content consistent – in both frequency and tone – then you are more likely to lose your audience over time. Consistency was shown to give authority and credibility, build brand awareness, engage audiences, and generate more leads.
5. Embrace Feedback
It was Ken Blanchard, one of the most influential leadership experts in the world, who once said that “Feedback is the breakfast of champions.” Be on the constant lookout for what your readers are saying, whether it is on social media, the comment section, or even when they contact you directly. Embrace their opinions, be responsive, and allow them to pitch in wherever possible.
You may also want to read: 5 Reasons Why Blog Content Should be a Part of Your Marketing Strategy
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