Marketing strategies and plans come in all shapes and sizes. The right plan for your business depends on many different factors. But one thing all businesses have in common is that they can benefit a great deal from blogging and/or publishing articles. (Here I am using the term blog and article interchangeably - in essence a medium where you share content with your audience.)
One of the keys to any successful marketing strategy is to build trust with your audience so that they see you as a source of valuable information and tips to help them solve the problems they are experiencing. Writing a blog is a fabulous way to do this and is part of content marketing strategies.
When you write a blog, you publish a steady stream of fresh content. This content draws traffic to your site and earns new readers, while also building a relationship with the readers you have.
Blogging is an effective and simple strategy to adopt
Many small businesses don't want to blog because it's 'writing' and you're not a 'writer.' But blogging is extremely simple and there are ways to short cut the writing process so that you can have fresh content with your own voice to serve your audience. This is why it makes a perfect element in an online marketing plan.
Blog posts can be as short as 300 words or even less. They can include videos, images or even audio files. Each post can cover one simple topic and the writing doesn't have to be magazine-grade. Write in a conversational tone like you're talking to a friend and proofread so that there aren't any grammar or spelling mistakes.
The way to blog headache-free is to set aside a little time each week to write and post. Carve out an hour or so to write something and post it. If you have a team member who can write well, delegate the task to them, or consider employing a virtual assistant to write for you.
A time-saving strategy for blogging
Use the strategy of creating master content.
Master content is where you create one longer article on a key topic relevant to your field. Then present that content in different forms throughout the month. For example, you may create shorter posts and social media content with teasers that link back to that post.
Or you can break that article into short videos that you post on social media to attract attention.
Different people respond to different media, some like to read a long post, others like to watch a video, yet others prefer to listen to audio.
Another creative way to use your master content is to create a podcast from it. Have four episodes, one each week based on a part of the longer article.
Create this one master blog post each month. That means you only have to write 12 articles a year.
Doable? I think so.
What to write?
Click through the slide show below for ideas on what to write about
Your next steps to ensure blogging is a part of your marketing strategy
Decide what topics your blog will cover and at what frequency you'll write and post.
Create a list of 12 topics for the year.
Set aside some time to write those 12 articles, if you do this all at once you will be done for the year! OR you may choose to spread the writing process over the year.
Decide how you will repurpose those master articles.
Each month present the new master content and the shorter posts, videos, and audios to your audience so they are hearing from you regularly with quality material.
Further benefits of blogging:
If you add a blog to your website, you'll boost your site's Search Engine Optimisation (SEO) and give visitors more to do there. This means they will stay on your site for longer, consuming more of your content and getting to know you.
You can also use your blog's analytics and its reader comments to learn more about your target market and its tastes.
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