Many bloggers start blogging without a well thought out blogging strategy in place and thus often run into serious issues soon after starting their blogs.
In many other cases, people may have a blogging strategy in place which is not well thought out, or they may fail to follow the existing blogging strategy. In all these cases, lack of a blogging strategy or failure to follow it strictly can mean the difference between the success and failure of a blog.
A blogging strategy is often confused with the content or blogging calendar.
To put things into perspective, these are separate things as a blogging calendar also known as content calendar just covers the dates and frequencies of the blog posts to be published.
A blogging strategy, on the other hand, covers a whole spectrum of issues such as the purpose of a blog, target audience and ideal buyer persona, keywords, blog management, distribution platforms used for promoting blog content, frequency of blog posts, competition, metrics and analytics.
These points are extremely important and even a single aspect if left uncovered can shatter your dreams of having a successful blog.
In this post, we will cover all the important aspects of blogging strategy in detail, and by the time you finish reading this post, you’ll realise the importance of having a blogging strategy in place.
8 Reasons Why You Need A Detailed Blogging Strategy
Purpose Of Your Blog
Having a purpose of blogging is very important as without a sense of purpose and target to achieve, initial motivation can soon disappear, and many bloggers without a purpose are left with few published blog posts and nothing to show for their efforts.
Even before writing a single word, you must have the purpose or goal of your blog in mind.
Often companies tie the purpose of a blog to their overall business vision, and some also use the blog as leading pillar of their marketing efforts as in this case often the purpose of a blog is closely intertwined with the marketing aims of the company or business.
The purpose of a blog doesn’t need to be long as often; it is one simple clearly defined statement which guides the blogger to the wider goal he is trying to achieve through the blog.
Your Target Audience And Ideal Buyer Personas
Most businesses and companies nowadays use buyer personas and even the ones not using personas have a good understanding of the type of user/buyer they are trying to attract to their website. In a similar way, a good blogger has an idea about the type of reader he wants to visit his blog.
Using a buyer persona is even more important for businesses where the blog acts as a lead conversion tool as businesses are looking to build rapport with prospective clients through blog content in this case.
Often buyer persona of a blog reader and ideal client of a business are the same as few people would like to waste time in attracting readers to their blog who have no chance of buying the products/services offered by the company.
No blog can succeed without a carefully drafted SEO strategy in place and keywords are often the starting point of SEO for most blogs.
Ideally, a blog must be targeting 5 to 10 main keywords and other long tail associated keywords. Many bloggers make the mistake of too many keywords from the start, and this is surely a recipe for disaster.
It’s better to laser target keywords in the beginning, and once you are ranking high for your main keyword groups, you can certainly add other keywords to the mix.
Perhaps, keywords are the most important aspect of SEO for all websites and blogs, and careful keyword targeting can make the difference between success and failure in the world of e-commerce.
Long tail keyword phrases have replaced single keywords and before selecting the keyword groups for targeting you must brainstorm about the phrases your potential customers are searching for.
Blog management or editorial board refers to the people responsible for managing the blog. Most good blogs require team efforts as it’s just not possible for a single individual to manage all the aspects of a blog.
Most businesses have understood this, and there is a clear shift from few blog writers and admins to multiple writers, blog marketing managers who are responsible for managing distribution channels and promotion.
With the explosion of social media platforms and other distribution channels, it has become difficult to identify the best distribution channels for distributing your blog content.
Distribution is all about putting the content in front of the right target audience as even good content is of no use if your ideal target audience is unaware of it. In addition to traditional platforms such as; Facebook, Twitter, LinkedIn numerous other new platforms such as Instagram, Pinterest, SlideShare have emerged.
A distribution platform must be chosen only after thoroughly considering all its aspects and the type of target audience you want to target.
Frequency refers to the number of blog posts published each week or month, and it’s large to the discretion of blogger to decide on how much content will be appropriate for their readers.
An editorial calendar can greatly ease the burden as it allows the company to plan the number of posts they will be publishing.
Blogging requires a keen eye on competition as monitoring your competitors, and the content they are publishing can be crucial to the success of your blog.
With tools like Open Site Explorer (by Moz), and SEMrush Competitor Research you can easily conduct a content audit of your competitor’s blog and gain useful insights into the strategy adopted by competition.
Analytics and Metrics
There are several tools available to measure various metrics, and these can help you analyse various patterns of your blog visitors.
Most people wrongly assume that once they have installed Google Analytics or a similar tool on their blog their job is done. Knowing what to measure and which goals to pursue is even more important than using analytics tools as without a clear goal in sight these tools are of little help to bloggers.
You can set up funnels which can track the number of readers who made a purchase or track the progress of your blog readers in the overall marketing funnel.
Often, metrics can reveal quite interesting facts about your readers, and if used correctly then the information about the behaviour of users on your blog can turn out to be a gold mine.
The following points mentioned above are essential for drafting a blogging strategy and as is clear from the above discussion a good blogging strategy covers almost each aspect about a blog.
Most businesses have realised the importance of having a blogging strategy in place, and it’s your turn if you haven’t done so already.
Thank you very much for reading. We hope this post has given you a detailed blogging strategy you can use to go ahead and get started with a blog straight away.
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