Blogging success can be one of the best assets a company can add to their content marketing strategy.
A well-written blog can help manage a brand message, position a company as a thought leader, generate visitors to a corporate or product website, and improve general SEO. A blog can also be one of the most difficult content marketing tools to manage. With so many company blogs already in existence, one has to do more than write articles in order to be successful. In fact, every blog needs a strategic plan behind it. A recent article by Callan Green, social media account executive at Bailey Gardiner, discusses some key steps to creating a blueprint for blogging success.
One of the first things to do before beginning a blog is to define the target audience. For most companies, the target audience is generally the same group who is targeted for sales. Defining an audience as carefully as possible helps ensure content development is most effective and does not fall on deaf ears.
Another important step in creating a blog is the establishment of clear goals. Without set goals, a blog is essentially useless. These goals may be tied to a company’s financial goals, or they may be less tangible things, such as increasing brand awareness or strengthening consumer relations.
Other keys for blogging success include establishing appropriate keywords, posting frequently, and developing a measurement system.