Blogs are one of the most valuable content marketing tools that businesses have to engage with and educate their prospects and customers. But many businesses still aren't taking advantage of what is a great opportunity to directly share information and expertise.

At my company, we encounter that issue all the time. Companies either don't blog at all or they don't create enough of the right kind of content in their blog. Why? Usually because they don't have a blog editorial strategy.

A solid blog strategy will help you create relevant content on a regular basis to attract the people you are trying to reach and help your business convert those readers into customers.

Here are six steps to creating a successful blog strategy that delivers results for your business.

1. Define your audience

Though this first step may seem obvious, many businesses cannot define their exact audience. Identifying your target audience (i.e., whom you are talking to) is the first thing you need to do before even thinking about starting a blog. Be as specific as possible when determining who you are trying to reach.

For example, if you are a winery with a fab Cab, talk about the Cabernet grape, your harvesting process, and great food pairings for your best vino. Don't try to talk to every wine lover in the world or to Chardonnay fans. Be as focused as possible to generate the best results—increased readership, response, feedback, and customer calls.

2. Pinpoint clear goals

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ABOUT THE AUTHOR
Debbie Williams is co-founder and chief content officer of Sprout Content, a leading content marketing agency. She regularly contributes to the Content Marketing Institute blog. Reach Debbie via Debbie@sproutcontent.com, on Twitter via @debwilliams23, or via LinkedIn.