Let’s get realistic.
You’ve taken great pains to set up your blog, open social media accounts and have painstakingly published some blog posts.
But every time you want to publish new posts, it’s a big task for you. Right from deciding what topic to blog about to keyword research, the post-type and images, its so much work.
Here’s when a well-formed blog content strategy comes to the rescue.
It helps you to stay focused on your content and give you results with less effort.
Looking for ways to grow your blog, get traffic, email subscribers and set the stage where blog monetization is a by-product of your blogging game?
Then too, a solid blog content strategy is extremely helpful.
A written blog content strategy doubles your chance of success and steps-up your blogging game. Click To Tweet
Just imagine how easy your blogging life will be…
In this article, we are going to understand how to create a content strategy for your blog.
If you master this one thing, you will never face writer’s block, get more traffic from search engines and more email subscribers also.
Now let’s get into the real stuff.
Steps to create a rock solid blog content strategy
Planning your blog strategy is not a huge task, yet many bloggers never realize its importance. Just planning and not putting it into action is also a waste of time.
Make sure you actually implement it for your business.
It starts with defining your blogging goals to identifying your audience, writing relevant content for them, right up to the content promotion.
STEP 1. Define your blogging goals
Ask yourself why you blog. What are your blogging goals and objectives?
Begin with the end in mind. When you are creating content, what do you want to achieve?
Define 2 – 3 objectives of your blog content strategy. But how do you do this?
Ask yourself questions like :
- Do you want to drive more traffic to your website?
- Are you aiming to get more email subscribers?
- Is generating more leads important for your business?
- Sell affiliate products through your blog
- Gain Facebook fans and Twitter followers
Once you set your goals, creating a content strategy for your blog will be more focused.
STEP 2. Identify your ideal audience.
Before you even begin creating your blog content strategy, you have to understand your audience and go as deep as you can.
It will help you immensely to base the further steps in your content strategy on it.
In other words, create a buyer persona of your ideal audience.
Buyer persona is a semi-fictional and generalized representation of your ideal blog readers. For this, start researching your target audience. What are their likes and dislikes, demographics, interests and pain-points.
All this research and analysis will give you a deep understanding of your ideal readers. Gather this data from your already existing customer base and gaining insights from it through surveys, interviews etc.
For example, you could find answers to such type of questions for going in-depth:
- Which social media platforms does my audience visit?
- What type of blogs, content, forums or communities do they prefer?
- Which problems or issues are they facing at work (and in personal life – if they are willing to share)
- What are their shopping preferences?
Have a look at a sample buyer persona in the image below.
These are just some of the basic things that you should know about your ideal audience. There can be lots of variations but this will give you a starting point on which you should base your blog content plan.
Hubspot gives you a detailed article to know more about buyer personas.
STEP 3. Design content to take them to the next level
After you have done the research about your target audience, the next logical step is designing content for them.
(a). At this stage, you should generate some content ideas.
These have to resonate with the aspirations and needs of your readers. Plus, you have to get new readers and email subscribers also.
With fresh content, fresh traffic will come to your site. They will be converted from strangers who know nothing about your brand to loyal readers and finally customers only if the content is relevant and resonates with their aspirations.
Your content has to take your readers to the next level.
At the same time, the content you design should take you towards your blogging goals.
(b). How to find content that your readers love?
You have many options to find this.
Quora is a questions and answers site where people ask questions related to a host of topics and people from the community give answers. It is a very good way to get the pulse of what people are searching for your niche.
Make a note of the questions people are asking and get valuable ideas for your own be content creation.
Hang out on online forums and communities, Facebook groups and search through the blog comments section of well-known blogs in your niche. All these places are enough to give you many ideas.
Use your competitors’ content creation topics to your advantage. Get inputs from their published articles too.
Maintain a spreadsheet and write down those topic ideas.
(c). Come up with keywords to target.
By now you have already got a kickass spreadsheet with great content ideas that your buyer persona is searching.
Come up with keywords to target related to your buyer persona’s common search terms or topics.
Do keyword research and find some long-tail keywords that are easier to rank for.
Once you have the keywords against each topic that you wish to write on, it’s time to fill up your editorial calendar.
STEP 4. Create an editorial calendar or blog content calendar.
Now let’s move on to giving a practical shape to our blog content strategy.
We create an editorial calendar.
There are free tools like Trello and Google calendar to do so. You can even use a simple Google Sheet to create your blog editorial calendar.
A blog editorial calendar from CoSchedule also does the job quite well.
At this point, you have to decide what type of content you will publish.
Find out the type of posts your buyer persona is most likely to engage with.
Be willing to experiment with different content types. Unless you test out the different types of content, you will never know which type of content gets more engagement from your audience.
Some types of content that are popular are:
- Blog posts like : how-to posts, list posts, expert roundups, interviews, case studies etc.
- Social media posts
Simple Google searches will give you a good idea about the kind of content types your target readers crave for.
See the search terms, what makes them stop and which type of content can solve their problems well (In the previous steps, you’ve already researched what your audience wants)
Remember – your audience decides the type of content they want to consume. You have to deliver that content better than your competitors.
Use Buzzsumo to find the most shared articles on social media by entering the content keywords from your research.
Go through the top few search results and try to create mind-blowing and longer content than the rest.
Check for spellings and grammar, have well-presented arguments and include relevant images.
Make blog posts easy to skim through. Use headers, subheaders and bullet points to do so
According to HubSpot, 43% of people admit to skimming blog posts.
Deliver the content better than your competitors.
Taking all this effort makes you stand a better chance of showing in the top search results of Google.
Now fill up your blog content editorial calendar with the content backlog.
STEP 5. Get into a blogging frequency
How frequently should you post? Should you post daily or a few times a week?
The answer is to post as frequently as possible. But not at the cost of quality content.
You’ve heard it before and I say it again: Content is King.
Blogging frequency also depends upon the type of content you produce. Generally, the more difficult it is to produce a particular type of content, the less frequently you are likely to produce it.
Take your audiences also into account when deciding the content creation frequency. Suppose you decide to hold a webinar on a certain date and time. But if most of your audience is not available at that time, then you will have to shift to a different date and time.
STEP 6. Over time, develop a personality for your brand and writing style
Maintain your originality and personality keeping note of what’s attractive to your audience.
In content marketing, people like the content personality that resonates with their own.
Just delivering relevant content is not the only thing you have to consider. How you present it, your writing style, structure all have a bearing on how much it is attractive to and enjoyed by your readers.
Develop that personality, It will come through practice.
Wrapping it up
One last thing…
Your editorial calendar will take care of your blogging frequency, content, topics, types of content etc. but what about sharing those awesome pieces of content with the audience?
The answer lies in automating your social media sharing and content distribution. Make it a habit to promote your content a lot for maximum visibility. Tools like HootSuite and Buffer take care of the social media scheduling part well..
Remember – what gets scheduled, gets done.
Having a solid blog content strategy will save hours of headache in producing quality articles.
The strategy itself takes only a few hours to create.
Your blog growth is a dynamic process and has different content requirements at different stages. Keep tweaking your blog content strategy to suit the changing needs for every stage.
I hope you derived value from this content piece. Would love to hear if you have any blogging strategy and how it works for you. Please leave your inputs in the comments section below.
…and please share this post on your favourite social media platforms. Thanks!