So you started a blog. That’s great! Next up, a blog content strategy.
In order for your blog to effectively achieve the goals that led you to create it, you need a blog content strategy that will drive the decisions regarding what topics to cover, what style articles are written in, and how and when content is published and shared.
Developing a blog content strategy is not difficult but it can make a significant difference in your blog’s success.
Why did you start your blog? Were you hoping to increase sales, introduce online shopping, or provide quick access to customer service? Maybe you hope to increase customer loyalty or get feedback on what new products and services your customers are looking for. Whatever your objectives, you need to determine what you hope to achieve in order to set the direction for your writing.
While your blog should not be one long sales pitch for your company, your objectives need to be the foundation of all of your content. For example, if increasing sales are the goal, your blog could include informative articles on the many uses of your products, introducing new products, and announcing sales. The key is to always give the customer something that they want in each article. If you are trying to use your blog as part of an overall construction marketing plan, you should check out this post.
Create a Schedule
A successful blog content strategy will include a well thought out schedule that takes advantage of holidays, seasons, and customer habits and needs. With a little bit of planning, your blog content can make the most of the things like holiday shopping, seasonal tips, and well-timed sales.
Scheduling blog articles help you to stay consistent in your posts and plan to return reader strategies like article series and popular topic revisits. This can also make it easier to pre-write content so that it is ready and available on the day it is scheduled to post, rather than always writing at the last minute.
Each blog article should include at least one relevant image to increase the attractiveness of your site and break up the text of your blog. If you have planned your blogging schedule ahead of time, it will be simple to also plan images for those topics. While there are few free sites offering quality images for commercial use, there are many that offer low prices, especially for purchasing multiple images at once.
Where possible, use images of your own business, products, and employees. These pictures will give your blog a more authentic feel than stock photos of obvious models and locations that customers recognize is not your store. Maintain quality standards in these pictures to keep the professionalism of the blog intact.
Consider Your Audience
The most well-planned blog content strategy will still fail if you have not considered the desires and interests of your target audience. In coordination with your blog objectives, you must write content that is what your target audience wants to read, and it must be written at their level.
This means that the content of your blog should be written in a voice that is similar to what you would use when answering customer questions in person or on the telephone. Do not use jargon or more complicated language on your blog than you would if the customer was standing before you.
Choose topics that will fit into your blog objectives but are also something that your customer will be eager to read about. For example, if you sell lawn maintenance supplies, a blog series on fall maintenance can give your customers tips on how to get their lawn winter-ready and feature products that can help them. This achieves your goal of increasing sales while giving customers information that is helpful to them at the same time.
Utilize Blog Statistics and Feedback
Based on comments, hit statistics, and numbers of shares, you will be able to determine what blog content your customers value most. This can be taken into account as you update and adjust your blog content strategy going forward.
If a blog series on Christmas sales and products received more hits and shares than anything else all year, you know to expand upon it for the next year. If a summer series on what to do while the kids are out of school didn’t get much attention, you can plan something else for next time. Take advantage of customer comments to get ideas for blog topics. If one person feels strongly enough about something to comment, you can be sure that other readers had the same thought but weren’t bold enough to say so.
Planning your blog content strategy can seem daunting at first, but is a useful tool that will allow you to make the most of your blog. Optimize the content that you put in front of your customers by evaluating what they want and how it fits into your blog objectives.
To make sure your blog (and overall marketing mix) is on point, maybe some time discussing your plan with my construction marketing consulting makes sense? If not, maybe our MOD marketing, with a combination of consulting and services makes a bit more sense. Either way, we can help.