One of the biggest challenges a company has is posting content that works in harmony with its online media programs. Gaining momentum with readers who are interested in reading each blog post, and being truly informed and engaged, not to mention gathering new prospective customers, is not an easy task.
Often, there are multiple problems that create lackluster results but usually there are two culprits: weak content and a lack of consistent publishing. If you are in charge of a blog then you know, once you start, daily, weekly, twice-monthly or monthly, it’s not easy to consistently publish on time, every time.
If you have this responsibility I feel your pain. Here are a number of ways to ensure that your blog gets a fighting chance of being read and appreciated by those you are targeting.
1.) Define the specific goals you want to achieve with your blogs
What is your primary goal? Is it to create a strong Thought Leadership positioning, define your company as the content expert in your industry, or provide a wide range of industry references and topics to attract new prospective customers? These are three specific goals. They work best when one of them is selected and all of your content is driven specifically by one goal, whatever it may be.
2.) Define your team
Predetermine who is going to write the blogs, who is going to edit them, and who is going to ensure that each blog remains true to your specific blog goal. Not having this sorted out before you start will add layers of pain and frustration.
3.) Define your audience
Who are you really talking to? Set up a conversation with that person and tell your story by providing the information you know he/she needs to ensure your blog is relevant to their specific needs. I often suggest you write your blog as if the person you are talking to is in the room with you.
4.) Define your niche
The more specific the niche you write for the more intensive your blogs can become. That will position your company for that one deep content area and create a resource for your readers to consistently rely upon.
5.) Define the voice you are going to write in
This is particularly important if you have multiple writers who sharing writing responsibilities. Writing in the same voice with the same tone will build a cohesive voice that your readers will get to know and appreciate. You need to decide If you are going to use humor, scientific facts, etc. Whichever tone you choose, you need to be interesting to read, not boring!
6.) Define your blog’s relevance by sharing your personal experience
If your blog talks from a ‘corporate speak’ voice of your corporation then readers will perceive a sense of hiding and potentially conclude it’s not relevant. However, if you talk from your specific experience a higher level of authenticity will come through. You can never underestimate the importance of sharing personal stories.
7.) Define you editorial calendar
Create an assortment of topics you would like to write about and put the tasks to pursue. This will keep your blog’s content on track and ensure each of your blogs hit the specific strategic topics you want to cover.
These 7 ways will bring true definition and added value to each of your blogs and program. They will also keep you on track as you pursue writing interesting blogs; the main goal is your target audience will look forward to reading your blogs. And that’s the main goal, isn’t it.
