Creating a blog for your company is a fantastic way to connect with your audience and promote your products or services. There are very few companies out there that don’t create content for themselves in some fashion or another, but for those few who are just getting started, there are three major considerations that if you do them well will help you become a successful blogger within your particular niche!
- Technical Considerations
You may feel that writing engaging content is the most important aspect of starting a blog, but dealing with the technical details are also vital. Before you get started, you need to take some time to think about which platform is right for your business, and therefore your blog. WordPress, Tumblr, Blogger, and Live Journal are just a few of the big name blogging platforms that seem to circulate most frequently in the marketing world, and all of them could help you get started.
You could also host your blog from your own website, which for most businesses is the best choice. Keeping your blog on your primary domain has many advantages and can avoid confusion down the road. But regardless of which platform you choose, there will likely be differences in cost, allowable content, policies, technical skill requirements, etc., so make sure to research your options thoroughly.
Another important technical consideration relates to optimizing your blog for social media. If your audience enjoys your digital content, there’s a good chance they’ll want to share it with their friends. Make it easy for them to do this by including buttons that allow for distribution to Facebook, Twitter, LinkedIn, or whichever social media platform you find most important to your readers. Technical issues related to storage capacity, data backup, security, encryption, and search engine optimization are all additional issues to explore… so, while they’re all avoidable and/or manageable, just be aware.
- Audience Considerations
In order to be impactful and informative, your blog must be relevant to your target audience. This may seem like an obvious one, but shallow content will not only bore your readership, it will turn them away. The biggest mistake of most new bloggers is they avoid taking any chances and their blog becomes trite and boring. Boring is your number one enemy!
Encourage your audience to interact with you. In order to spark interest, learn about the values, interests, and passions of your target group. Data analytics, careful social observation, and intent-based marketing may be areas that warrant more research, as they all focus on identifying the core motivational values of your targeted audience. Inbound marketers utilize what are called “personas”— fictional representations of your best fit clients as a way of focusing their writing.
Can-Do Ideas, for instance, markets to primarily four distinct personas. Can you guess who they are? Do you know your potential customers’ most outstanding needs and/or qualities? That’s a core consideration to make before delving into things with your blog.
Similarly, learning about how your audience likes to receive content can help guide the frequency with which you post blogs, photos, or other interesting content. It will be important for you to choose a posting schedule that is both appealing to your audience and also sustainable, considering the amount of time and energy you and your team have available.
- Marketing Considerations
Last but not least, you should give some serious consideration to how your blog will fit into the overall marketing plan for your business. Most businesses start marketing blogs to increase their customer volume, or meet any other type of marketing goals. A good first step in this process is for you to clearly define your marketing goals.
- Do you want to generate buzz for a new product or service?
- Increase visitors to your website?
- Reach a different demographic?
All of these goals can be furthered with a marketing blog—as long as you plan! If you’re clever, your blog can foster specific interests in your audience, then provide products or services that appeal to those interests (back to those personas we were talking about earlier). In this way, your efforts for blogging will always be moving your company forward towards your goals, in addition to generating interest and attention from potential customers. But more than anything, make sure that you have some sort of marketing plan for your blog so that you aren’t wasting time and resources by aimlessly creating content. Once you’ve hit the nail on the head with all of the above, you’re ready to get blogging.
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