3 Simple Steps To Establishing A Blog Strategy In Your Business

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A blog is crucial in any long-term social media marketing plan. In general, it provides your business with a central topic for discussion and also helps build brand awareness (more details below). A recent study has also revealed that most marketers are keen to invest more in their corporate blog, highlighting its importance.

However, establishing a blog strategy in a business remains to be a challenge, especially to people who are new to blogs. As always, we attempt to tackle the issue in 3 simple steps.

#1. Set your goals and strategies

We often see how goals and strategies differ by a mile. For any plan to succeed, the goals and strategies have to be aligned. So, set your goals and pick a suitable strategy to achieve it.

As we have previously analyzed, there are basically 4 blog strategies that could be implemented.

(a)  Building thought leadership

(b)  Spreading corporate culture

(c)  Connecting with leaders

(d)  Branding

Let’s say we wish to achieve two goals: (1) build awareness and (2) generate sales leads. The appropriate strategies would be a mixture of (a) and (b). Why? To build awareness and generate sale leads, it is crucial for your business to be the thought leader in your industry. Adding in a corporate culture mix would allow potential customers to know you better. After all, everyone wants to work with someone who has an attractive personality. This works the same for your business.

#2. Find your source of content

Now that we’re done with goals and strategies, we are much clearer of what to blog about. But, who will the bloggers be? Here’s a checklist of criteria:

The blogger should:

- Understand what blogging is and what the blog sets out to achieve

- Know the business industry well

- Be opinionated and fun

- Have a decent writing ability

Remember that the content published on your corporate blog must be aligned with the strategy set out earlier. This will ensure consistency; helping readers understand your company better over time.

#3. Identify Measurement Methods

“You can’t manage what you can’t measure.” This old management quote still holds. So, to ensure continual self-reflection and improvement, set a couple of Key Performance Indicators (KPIs) to gauge your blog’s performance.

Back to the earlier example, our KPIs could be (1) the number of times the business is mentioned, (2) blog traffic, (3) blog comments and the (4) number of sales leads generated by the blog.

The first few months of the blog strategy implementation is probably not going to be a smooth sailing experience. Readership would start out low, which is a big reason why many disheartened businesses quit blogging. The key to blogging (besides the strategy) is perseverance. If your corporate blog were contributing meaningful content to the web consistently, you would be rewarded handsomely.

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