One of the biggest challenges businesses face when they start a blog is knowing what to write about. Some businesses struggle to come up with post ideas, some have a hard time posting consistently and some aren’t getting the most out of their blogs. Business blogs are extremely helpful marketing tools since they can help you connect with your market, get you story out there and even build your search engine rankings. To reap these benefits, and to have a successful blog that builds your business, follow these steps to take the guesswork out of blogging.
Determine What You want From Your Blog
Before you can use your blog to its fullest potential, you have to decide what you want to accomplish with it. Different businesses achieve different things with their blogs. For example, some blogs serve as a way to update customers on business news and some blogs are used to show off new products and share product reviews. Other blogs are used as link bait to increase traffic to a website.
Think about your business and your marketing strategy and decide what you want your blog to do. Keep in mind that it is entirely possible that you will have several goals for your blog, many of which will build off of and support each other. A good example of this would be using a blog to sell more products. For this goal, you could use the tactic of posting product reviews and sharing them on social media, which will also increase your site traffic.
Create a Strategic Content Calendar
After you have set some goals for your blog, you should have a better idea of what kind of topics you need to write about and what kind of content you need to create. Each blog post should help you meet the goals you have set. One of the best ways to make sure your content is in line with your strategy is to spend some time brainstorming topics. Instead of sitting down and looking at a blank page, wondering what to write about every day, come up with several topics that help you meet your goal and then add them to a content calendar.
A content calendar is basically a guide that will help you remember what kind of content you want to use and to help you stay on track. Your content calendar can work around your digital marketing strategy so that your blog becomes one of the tools that helps you execute your marketing plan.
Put Yourself in Your Markets’ Shoes
The most successful blogs cater to their audience. They include content people are interested in and want to read. Put yourself in your markets’ shoes and think about what the people reading your blog want to see. Make a list of the topics they would want to learn more about and the kinds of content that is more likely to attract them to your website.
Figuring out what kind of content resonates with your market may take some trial and error. As you develop your bog, you can track which posts get more views, more comments and more shares. You may start to see patterns in the kinds of content that are well received. You can also go directly to your market and ask them through blog posts, comments, surveys, polls and focus groups what they want out of your blog. Ideally your goals and your markets’ needs overlap. If they don’t, you may need to reassess your strategy or the market you are targeting.
These steps can help you use your blog more strategically and help you overcome some of the challenges of blogging. You can start this process right away by deciding what you want to get out of your business bog.