The first step in crafting a sound blogging strategy is to define your blogging goal. Once you’ve got a goal defined for your blog, then the real work of blogging begins as you tackle the task of creating content.
This is where many blogs get off track. Without a well defined goal, it’s hard to create content for your blog.
Creating content which supports your blogging goal is no small task. Brafton News reports that finding the time to create original content cited as major content marketing challenge.
Frequently it’s hard to find “time” for tasks we deem unimportant or difficult. The business owner that hasn’t defined a blogging goal will find the act of blogging both difficult and unrewarding.
Content Creation Rule #1: Review your blogging goal.
Before we can tackle creating content we have to revisit that pesky “define your blogging goal” issue. What exactly do you want your business blog to do?
- boost/reinforce your brand
- generate sales leads
- establish thought leadership
With the goal set before you, now is the time to begin creating content.
Content Creation Rule #2: You must create blog posts with the visitor in mind.
Who are the potential readers of your blog? Why are they here at your blog and most importantly – what do you want them to DO with the information you present on your business blog?
For example, let’s say you’re a brick and mortar business owner struggling with the issue of content creation for your blog. Every Friday in the fall, you see a regular stream of customers who are on their way to the local high school football game. It’s that kind of “trend” which should inspire you in creating blog posts for your business blog. The key is to tie the content in with your business blog goal.
Content Creation Rule #3: You must create blog posts titles which win clicks.
It’s not enough to write content for your target audience, you must also title your blog posts so it earns a click from your target audience.
It’s tempting to write “teaser” headlines in an effort to create a great blog post title which wins a click from a reader – but make sure your blog post content is equally worthy of “winning” that click from a visitor. When visitors click on a link to read a blog post – and are disappointed in what they find – they usually leave quickly – never to return.
However, when a reader is “rewarded” with content as compelling as the post title – they are likely to spend more time on your site – and read more about what your blog has to offer.
Content Creation Rule #4: Blog posts don’t have to be long – or short.
There is no “rule” when it comes to content creation. As a general rule, blog posts should be at least 300 words long – but that rule is “written” with the mindless robots which search the web in mind, not the reader.
Write as much as you need to write to cover the subject at hand – and don’t worry if EVERY blog post doesn’t reach the magic “300 word” goal.
Content Creation Rule #5: Blog posts need more than images and video.
A picture may paint a thousand words – and video is a great addition to any blog – but the mindless robots which search and index the web can’t
- “see” images
- “hear” audio
- “watch” video
Keep this in mind when you post this kind of content to your blog. You may have the best video in the world – but without the proper “written content” framing that video – the search engines won’t know what to do with that post.
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