Develop A Successful Blogging Strategy

by lukeclum on December 19, 2012

With the development of Netflix, e-readers, and internet ad-block tools, your customers are unlikely to see many of your traditional TV or newspaper advertisements. So how do you get the word out about your business then? The answer might surprise you—blogging.

A blog that contains high quality and relevant content can establish your business as an authoritative resource in your market, which will build customer loyalty, trust, and brand credibility. But there are literally thousands of blogs out there, so simply publishing whatever strikes your fancy is not going to engage your audience. You need a business blogging strategy in order for your blog to be most effective. Here are our tips for putting one together.

1. Know Your Brand

The best business blogs you’ll come across are saturated with humor, voice, images, video, and high quality content. But before you can start producing interesting and engaging content, you need to first identify the voice and style of your brand. Is your brand nontraditional, quirky, and fresh? Or is your brand sophisticated and more technical? Whatever words come to mind when describing your brand, are the descriptors that need to drive your blog.

2. Know Your Audience

Once you’ve identified exactly what your brand’s personality is, you need to determine who exactly it appeals to. Get to know your customers by asking these questions:

• What are their demographics (age, gender, income, education, etc.)?
• What are their main sources of influence (TV, newspapers, family, friends, magazines, etc.)?
• What are their wants and needs (in-depth tutorials, basic information, video posts, etc.)?

3. Produce Quality Content

Once you know who exactly your audience is, you can better assess what types of topics and content will be most interesting and relevant to them. Make sure your blog posts include images and videos, as this makes the post more interesting to readers. Keep in mind that web readers rarely read an article in full, and more often scan content. Don’t fight this, but embrace it by making your blog articles easy to scan by including bullet points, numbered tips/lists, section headings, and short paragraphs.

4. Share Your Content

Don’t create a blog and assume readers will find it all on their own. Outreach to other prominent bloggers in your market and ask to guest post on their sites or share an awesome infographic you created. Always make sure you share any blog posts across your social media platforms too, and make it easy for your readers to share your content by adding social media buttons to all your posts.

These are just the beginning steps to creating a really effective business blog. If you need more information on topics like what to write about and editorial guidelines, refer to the guide to business blogging below.
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Article by Luke Clum

Luke Clum is a Seattle based designer and web developer who loves hiking and climbing in the outdoors. You can find him on Twitter @lukeclum

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