How To Develop A Blog Strategy: 5 Steps To Set A Blog Strategy That Works

Toby Danylchuk | 39 Celsius Web Marketing Consulting

Use these five basic steps for setting a blog content strategy to write content that your customers want to read. https://www.39celsius.com/how-to-develop-a-blog-strategy-in-5-steps/

Content that has a chance at ranking in Google organically. And content that other people want to share so you can get more exposure. These steps will get you going.

✅ First, start with profiling who your ideal customers are. Any good strategy starts with the customer.
Why this step is essential:

Starting here ensures you write customer-focused content that matters to your future customers and in a tone they want to read. You don't want to write about content they do not care about. And this all comes from understanding the various customer types you have and each segment's unique needs and wants.
Here's how to profile your customers.
Write a descriptive customer outline for various types of customers. This document is referred to as a customer avatar. The outline for each customer segment would contain the following info:
-Age
-Gender
-Demographics
-Goals/values
-Pain points/what they struggle with
-Character/personality
-Wants/needs,
-Objections to close a sale
-Where do they hang out online

✅ Second, utilize keyword/topic research. Identify what types of content your customer is searching for.

-Common questions your customers have
-Ask your sales team
-Browse Facebook groups
-Quora for issues/questions
-Look at what your competitors are writing about
-Are they missing topics?
-Can you improve upon their content?
-Are they missing certain types of content that you can fill in, e.g., video, infographs, images
-Leverage Google Keyword Planner, Google Trends, other SEO tools

✅ Third, narrow these topics down and prioritize your content production based on which topics/keywords have the most economic value to you and the most search volume.

Some topics are merely informational vs. transactional.
The Google Keyword planner can be an excellent place to start to generate ideas and to understand which topics/keywords are most economically valuable (higher cost-per-click typically means more economic value since others are willing to bid up the price per keyword)

✅ Fourth, develop your blog promotional strategy? How will you promote your content?

-Develop an outreach strategy leveraging social media and email marketing
-Create a paid social strategy to promote your content to your ideal customers
-Identify and establish relationships with influencers in your industry that can help with exposure
-Start an email newsletter and make sure your blog content is promoted here
-Make sure people can sign up on your website for your latest content

✅ Fifth, set a blog content calendar of topics and publish regularly
Set a reasonable content publishing frequency and stick to it. A content calendar will keep you on track.
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