It’s not uncommon knowledge that blogging is essential for your nonprofit or small business. In fact, Business to Community reported that companies who blog receive nearly 97 percent more links to their website than companies who don’t and 55 percent more site visits. However, because of day to day demands, some organizations let blogging fall by the wayside. If you’re looking to drive more prospective clients or advocates to your website, blogging is an essential part of keeping your audience informed and engaged. If you are having trouble creating engaging content on your blog or simply don’t know where to start, follow these steps below.
Steps 1 & 2: Ask yourself ‘What & Why?’
It’s important to set goals for your blog. Ask yourself: What do you want your blog to achieve and why?
- More sales leads?
- Traffic to your website?
- More advocates for a specific issue?
- Engagement on your social channels?
These goals should ladder up to your business objectives.
Step 3: Ask ‘Who?’
In order to determine what type of content you want to create, figure out who you’re marketing to.
- Who are my target audiences? What age range are they in? What is their income?
This will help you tailor your content towards people who will actually convert into paying clients or brand advocates.
Step 4: Ask ‘Where?’
Ask yourself: Where can I find and target my audience online?
- What websites do they like to visit?
- What social media channels are they on?
This will assist you in determining what type of content to develop, which content will be the most engaging and where to promote your content online.
Step 5: Ask ‘When?’
Because consistency is key with any content strategy, ask yourself:
- When do I want to post?
- How frequently?
- How often do I want to check in to see if my content is resonating with my audience?
Tip: Create an editorial calendar for your blog to help you stay on track
At the most basic level, an editorial calendar should include:
- What you want your post to be about
- When you want content to be published & how often?
- Who is responsible for creating the content
- i.e. Assign each team member a due date. Perhaps every team member writes one blog post per month
With these simple steps, you can begin crafting an effective blogging strategy that drives visitors to your site and provides them with engaging and helpful content.