How to create the perfect blog content strategy in 6 steps.

How to create the perfect blog content strategy in 6 steps.

You’ve heard of a content strategy, but do you know how to create one? If not, you’re in luck!

There are many ways to develop the perfect blog content strategy that will help your business succeed online. You just need to know where to start and what you need to be doing at each step of the way. That’s why we created this guide on how to create the perfect blog content strategy! Check it out to find out more.

So, What is a content strategy?

A content strategy is a formal plan of action that outlines all of your organisation’s content marketing efforts. Whether you are trying to implement a blog content strategy or are looking for ways to generate more leads through your existing blog, having a detailed plan in place can help you maintain consistency across all of your digital channels.

Content marketing has traditionally been undervalued as a method lead generation – but I’m here to tell you there is way more value in creating a scalable, logical content marketing strategy that there is in whacking all your marketing budget into paid advertising. It’s something I often talk to clients about when they have low budgets or are in niche sectors. Writing great content and measuring it accordingly will do wonders for your Digital Marketing Strategy.

Why are blogs important?

Writing useful blog posts is an important part of any successful content strategy, but creating useful blog posts every week—or even every day—can be challenging. It requires constant attention and vigilant planning; let one post slide by without proper editing or promotion and it could cause major harm to your long-term digital presence.

By being intentional about how you deploy resources throughout your content calendar, you’ll ensure that each post delivers both short-term value and long-term ROI for your business.

Why is a blog content marketing key to business success?

One of your top goals as a content marketer should be to create content that people will want to read. But you can’t just create any kind of content and hope it’ll perform well on its own. The problem is, many businesses fall into that trap.

Rather than creating helpful, educational posts that their audience will actually read, they focus on quantity over quality. They don’t understand that having a blog with lots of subpar posts won’t help them grow their traffic at all—and might even have negative effects!

If you know how to develop a blog content strategy, you can avoid making these mistakes and create awesome blog posts people want to consume and engage with.

Why are blog posts important?

Having a blog content strategy means you need to figure out exactly what type of blog post you’re going to produce. Are they going to be long-form stories? Short-form news pieces? Informational guides or infographics? Polls or quizzes? And if so, what will each post cover? When thinking about what sort of posts your business should create, consider using customer data (like NPS scores) to determine which topics are resonating most strongly with readers.

Step 1 – Define your goals

In order to create a blog content strategy that is going to help your business succeed online, you need to know what your goals are. Know exactly what it is you want from your blog content, and keep those goals in mind as you work through each step of your strategy. Remember – knowing exactly where you want to end up helps make sure that every step of your content marketing strategy is going in a useful direction.

Step 2 – Define User Personas

Before you even think about developing your content marketing strategy, it’s important to know who you are writing for. That’s where user personas come in. There are a lot of different ways to develop user personas, but an effective way is by identifying your target audience or buyer persona(s).

You can do that by getting insight into their needs, motivations and behaviors through surveys, interviews or focus groups. The aim here is not only to understand your user, but also why they would need your products and services in the first place. This will help you know how to position yourself differently from competitors as well as what value you are offering your audience. That way you’ll know what blog content to create, and why it’s important to your potential customers.

Step 3 – Identify Keywords (SEO)

To increase website traffic, one of the best places to start is by creating blog content that fits into several different categories or clusters. This allows your site’s visitors to discover relevant topics based on their browsing history. But how do you find out how to build these topics out? Keyword research of course!

Keyword research using a tool like SEMrush or AHrefs gives you real time insight into how competitive keywords are, who is competing for those keywords with their content, and what you need to do to improve your own content or blogs.

If you do this well, people will come back time and time again to your resources and content, as they know you are a trusted source.

For example, if someone is interested in reading about SEO techniques for business sites, they will be more likely to return after they have finished reading. If you don’t already have an organized structure in place, create one now using WordPress categories and tags or other software features that allow for similar functionality. You can also create additional sub-categories under each main category or cluster for more specific posts that you feel will be of greater interest to users who are searching within that main topic area. It means you build context to your blog content marketing strategy.

Step 4 – Create Content Clusters (SEO)

When planning out your content strategy, it can be helpful to think about what we call content clusters. The basic idea is that you take a look at each piece of content you publish and decide how it fits into one of these buckets:

Content clusters are simple. They are themes which drive authority up through your website, that shows google the most important commercial pages for your site. For instance, this blog is created to support my ‘Content Strategy Consultant’ page. It provides context to my reader, and allows them find my website through lots of other keywords that just ‘Content Marketing’.

This is split into three key areas. Pillar content, Cluster content and hyperlinks.

Hubspot have a great example that I use time and time again to explain how this methodology works.

Content Marketing methodology: Content Clusters, Hubspot

The amount of content clusters your have will vary on how many different services you have or types of content you’re creating. So, don’t just create one category and call it a day. Instead, create as many categories as you can; after all, more is better when it comes to search engine optimization (SEO). Just to give you an idea, here are 2 examples:

On – page search engine optimization tips

You would put your keywords in each content section. Let’s say I wanted to rank for on-page SEO tips. The sections are titled Title Tags, Meta Descriptions, Page Headers, etc., so I would include my target keywords in these sections every time I post an update under that category. Because our site has so much content, people are still finding us relevant keywords even if they aren’t using them in their actual searches…so again…more is better!

Evergreen Content strategy & blog posts

With evergreen content , you want to help your audience solve problems by giving them information that solves their problems over time.

When it comes to creating a content strategy, you’re going to want to focus on evergreen topics. These are topics that your target audience will continue to search for long after you’ve published your post or created your video.

Think about how long people search for information online before they make a decision; it’s longer than you think! If someone is looking for advice on how they can start their own business in 2016, chances are they’ll continue searching until 2017 and beyond.

That means that if you create valuable blog content around such a topic, you could have an evergreen piece of content that remains relevant for years.

Scaling your content marketing and editorial calendar

Hubspot has now build up their On-Page SEO, Evergreen and cluster content in their content marketing to create something that is unique, powerful and instrumental into driving meaningful interactions with their content marketing strategy.

Hubspot used to publish (and still do) a LOT of content. It’s super important to both their digital and content marketing strategy. Their model used to look like this:

Previous Hubspot Content Marketing Strategy

But now, organising their content into key areas that help their customers, they have created a content machine, and their structure looks more similar to the below. Driven by keyword research, these clusters create context within their content calendar, allow content ideas to flourish, and most importantly, drive alot of traffic and leads for them.Hubspot now create organised content clusters and create a blog post under each specific cluster,

Step 5 – Establish an editorial calendar for your blog posts (Publishing Schedule)

If you’re planning on publishing a lot of content, you should know what your publishing schedule will be. In other words, you want to establish an content or editorial calendar that details when and how often you’ll publish.

It’s important for you to hold everyone accountable for what they want to create, but it’s also important for you to understand what content ideas you have, what blog posts and content you are creating, and to track and analyze the impact of you marketing efforts.

Many companies publish every Monday or every Tuesday. Others might even publish five days a week. Decide what works best for your business and do it!

This is where tracking keywords comes in handy—you can use Google Analytics and other tools to see what times of day your target audience is online so that you can schedule around those times and optimize for search engines.

Step 6 – Determine What Content Will Work Best on Each Platform

Once you’ve drafted a few pieces of content, it’s time to determine what will work best across social media platforms and other digital marketing channels.

The goal here is not only posting quality content that people want to read and share, but also determining which platforms are best suited for sharing said content.

Design your content strategy around your audience

In other words, if you’re trying to reach an audience with a particular interest in certain software, don’t expect your audience to be easy to find on all social media platforms. Fans from Facebook aren’t going to drive traffic—they won’t.

But one thought leader in the SaAs space on LinkedIn or Twitter might retweet/repost your post to their 100,000 followers who actually care about software challenges. Knowing where your specific market hangs out online saves you valuable time and helps you create better content and blogs faster.

And once you find those communities, engaging with them can help kick-start new leads as well as increase conversion rates by more than 60%. To ensure every piece of content reaches its maximum potential across all channels, answer these questions: What audiences do I want to engage? What interests them? Where do they hang out online?

Ready to start putting together your perfect blog content strategy?

For many businesses, content strategy starts with determining which topics you want to cover and how often you plan on publishing new pieces of content (and where). Beyond that, you’ll need to figure out how much control your team will have over each piece of content—will multiple people contribute?
How do you plan on promoting it? What about SEO? These are just a few questions that need answers in order for you to develop a solid framework for your content strategy.

If you are looking for a hand with content or digital marketing, or are looking for someone to bounce some ideas off for putting together your own content strategy – then get in touch. We’d love to hear more about your goals and offer a free 20 minute discussion about how you can grow your business, the talk to our experts.

2 Responses

Leave a Reply