The best bloggers make it look all too easy. They consistently publish interesting and relevant posts and get people to talk about their posts, either in the comments section or on social media. They never seem at a loss for ideas. But, as with anything that looks easy to do on the surface, there’s a lot more that goes on with blogging behind the scenes.
It takes a lot of work to create an outstanding blog, more than simply having a few things to write about every now and then. Persistence and planning will help you create an exciting blog, one that you can use to measure your company’s success.
Create a Calendar
The first step to managing your blog is creating an editorial calendar, which sets out the posting schedule for the week or month ahead. An editorial calendar helps you plan your posts and will give you an idea of where and when you might need more content. Most importantly, having a calendar and some sort of content strategy will help your blog be more effective, according to a 2014 survey conducted by the Content Marketing Institute.
Your blog’s editorial calendar can be as in depth or bare bones as you’d like it to be. For example, you can include the subject of the post, the date it’s due, and its publish date, and be done. Or, you can include more details about each post, such as keywords, how you’ll promote it, and the persona you’ll use when writing the post (more on that below). There are many free calendar templates available online, such as this one from HubSpot, or you can create your own in Excel or using Google Calendar.
Know Your Audience
Knowing who reads your blog and what their level of experience with your niche is will help you better tailor your posts to them. It’s also possible that a number of different demographics read your blog, meaning that you’ll want to tailor some posts to the experts among your audience and some to the beginners. Customizing your posts to specific audiences also can mean creating separate personas as content dictates.
Creating a persona is about more than just understanding what a particular reader is looking for. It also involves knowing when that reader might be more likely to click through to your blog. For example, if one of your blog personas is a busy professional, it’s more likely that readers you are attempting to target will read your blog on the weekend or in the evening. But, if another one of your personas is a stay-at-home parent, those targeted readers might be more likely to read your blog in during the day, when the kids are taking a nap.
If you assign each post a persona when putting it in your editorial calendar, you’ll have a much better idea of the tone to take with the post, the level of complexity to include, and when to schedule it.
Keep the Ideas Flowing
As we discussed in our last post, a great blog needs great content that is both relevant to the widest possible audience and lets people take something away from the post. At the same time, your blog also has a constant need for new content.
Brainstorming ideas for posts can be a time consuming component of managing a blog. But, there are some ways to streamline the process. One way to is tie your post to something that is trending in social media or online at the time. For example, if you own a dress shop or fashion blog, the recent furor over “the dress” could have provided at least one post about ways to style a blue and black (or white and gold) dress.
You might also consider using a content generator when you’re really pressed for ideas. The title generator from Portent.com automatically creates a post title for you once you put in a subject or noun. Not all of the titles will work for you, but it can be a useful tool when you’re absolutely stumped and don’t know what you’ll write about next.
Analyzing your blog, using Google Analytics or another tool, helps you measure the areas that are doing well and getting a lot of traffic and see which areas aren’t as engaging. Looking at your blog’s statistics, you might realize that you need more posts on certain topic or posts that feature more images. Or, you might realize that one of your guest bloggers is incredibly popular, and might be worth working with on a more regular basis.
Like Rome, great blogs aren’t built in a day. It takes a lot of behind the scenes work to build your company’s blog and turn it into a well oiled, smoothly running machine.