Make an editorial plan
You will know your own business. You will know what your services are. You will know what your products are. You’ll need this information in order to get the first step right. This first step is getting the frequency of your blogging right. only you can determine this, because only you will know what resources you have at hand to fulfill the schedule.
How often should I publish?
There is no question whatsoever, that the more content you put out, the better your results are going to be. But it’s no use committing to 3 pieces of content a week, if you physically don’t have the time or manpower to fulfill the quota. So, firstly have a think about how frequent you can blog.
Also, the quality of that content is very important. The internet is already filled with average content, it is sorely lacking outstanding content. Your blogging strategy needs to take this quality aspect into account when planning your frequency.
You will need to decide what areas of your business that you are wanting to draw potential customers attention to. Is it a product, is it a service? Can you splinter these services and offers down into bite size chunks? This will give you plenty of content to put out over a period of months.
Plan this out. Plan on which given day you are talking about a specific product or service. Perhaps plan your blogging strategy and activity over the entire quarter. Plan it, then get it in the diary in a set slot that doesn’t move. Realise it’s ‘lead generation’ importance to your business.
If you set a quarterly plan, you can truly monitor the performance and results over that period of time.
 Be Relevant, add value and benefit
Once you’ve established your schedule and the core areas of your business that you will be talking about. The next step is the type of blog that you will want to put out. There are a lot of different types of blog styles out there. They all serve a specific purpose and we will go into a lot more detail about the different types of blog in another post.
But to get started, focus on writing ‘core concept posts’. By this we mean your core products, your core services. The areas that you’ve already identified and established in stage 1. Make sure it’s relevant to your business. Obvious I know, but relevance ranks highly in Google and social media outlets love it too.
So write about relevant core offers. But don’t sell the product or service at this stage. This is important, as your content will just melt away into irrelevance like the majority of content on the web. Give your potential and existing customers value and benefit. Show them part of the solution, whet their appetite with the valuable content you are giving them.
So, what do I mean?
Create content through your blog that starts to solve a problem for your target audience. Consider pieces of content like:
1 Page guide to …………..
5 steps to……….
The ultimate guide to……..
An Introduction to….
Top 10 tips to …………
All these blog post ideas are relevant to your core offer and add massive value and benefit to your potential and existing customer base. People love guides and lists. Make sure the content is not giving everything away though, as ultimately you want your valuable content to lead to revenue for your business.
 Become an authority
Exposure, shareability and backlinking.
An important part of your blogging strategy is to become a credible authority in your business field. Make sure the content that you put out has the widest possible relevant reach you can muster. Effective ways in which you can do this are:
Get active on forums and blogs.
Join in relevant conversations that are discussing things relevant to your business. Places where your customers hang out. Add your content in there and link back to your content, as long as its relevant. Remember, relevancy is very important where content is concerned.
Request to be a guest blogger
Can you ask to put your content out on websites that have a far greater reach than your own. Websites that are communicating directly to your customer base.
Get active on social media
Share your content on social media, ask people to share your content on relevant pages and groups. Did you know that Facebook is great for creating relevant customer audiences. You can find out more here.
By sharing and backlinking your content to as many relevant sources, websites and social media groups as possible. You will build your standing as an authority in your field of expertise, this undoubtedly leads to more leads, enquiries and revenue for your business.
 Sell your product or service
We’ve alluded to the direct selling aspect of your blogging strategy being a staged process. But ultimately the sale and increase in revenue is what you will be measuring your blogging strategy by. By not jumping in straight away with your sales message on your blog, you will gain far more customers.
You wouldn’t ask a person to marry you on your first date would you? The same principal applies here. Strategies and tips on how to stage the customer acquisition process can be found on our website here. There is lots of useful and valuable information on how to move cold leads through the marketing funnel here. Your blogging strategy is vital to all of this.
 Give your SEO a major boost
A beneficial by-product of your blogging strategy is the major SEO boost that fresh, relevant content on your website will bring. Especially if your website is built on a platform like WordPress. The Yoast plugin that can be plugged into WordPress is an industry leading SEO tool.
This will all be boosted by sharing and backlinking your content as mentioned in step 3. Basically the more relevant content that you put out there, the better your rankings will be. We all know what financial benefit being on page 1 of google can bring. Your blogging strategy can help with that, especially when it is being considered as one part of the wider SEO picture.
So, what are you waiting for?
As this article shows, you can see why businesses that actively blog generate 97% more leads than companies that don’t. To be fair, the tips and advice we’ve given away in this article is just the tip of the iceberg. There will be lots more tips and advice that we’ll be giving away over the coming days, weeks and months. All of them will have one main objective in mind.
To help you acquire and keep customers through your website and digital marketing activity.
If you can’t wait for the next blog just give us a ring 01302 515415 or drop us an email firstname.lastname@example.org if you have any questions around the points raised in this article.