My work mantra continues to be "content is king... content is king..." I repeat this to myself silently over and over as I continue to monitor traffic to our blog and what impact it is having on our sales funnel and new business growth.
John Munsell, CEO of Bizzuka nailed it in 8 simple words... "If content is king, conversion is queen." YES! To better utilize our space on our blog, and improve our interaction with our readers/subscribers, it became clear we needed a well-executed content strategy.
When thinking specifically about blogging... in my mind, it boils down to 2 questions you must answer in building a blog content strategy.
Who is your audience? Why do you have a blog?
They may seem like simple questions to answer, but you must truly consider both of these, and realize that there may be several answers to both questions. These 2 questions go hand-in-hand, and beneath each of these two simple questions, lies a long list of additional questions that will help you formulate a strategy for your blog. Completing a social media maturity assessment should be a pre-requisite to any new social media execution.
In doing this assessment, you would examine why you are creating a blog. You can then begin to look at who you hope to attract through your content. Keep in mind that depending on why you are blogging, there may be several audiences to consider. Asking yourself all the right questions (or completing a proper assessment), is the key to reaching your target audiences.
As a best practice, a good content strategy should be developed before the first blog post is ever published. More often than not, blogs are created before much consideration is given to the long term strategy. If you know whom you are writing for, how those readers will search out your content, and what you hope those readers will do while on your site, you can begin writing! And armed with information you need, you will have the knowledge to write content that will convert!
By creating a solid content strategy - you can help your King find his Queen!
The social maturity assessment process will take you far beyond just your blog, and can help establish the right foundation for marketing through all social channels. A worst practice in social marketing is to leap before you think. Once you publish content in the social realm, you can't get it back... it's there forever. Yes, Tweets seem simple and Facebook looks fun, but there is a definite strategy to all social channels based on your business. Your social marketing strategy is not cookie cutter and it never will be.
The good news is, if you've not done an assessment, but are already publishing social content, it's not too late to assess your current strategy and make adjustments to optimize your social marketing for future success!