The Blogging Process

In earlier posts we have discussed the benefits for your company to set up and contribute regularly to a blog.  The statistics don’t lie.  For example, Hubspot’s 2012 Inbound Marketing Report highlighted the importance of blogging. According to the study, 57% of companies who have a blog reported acquiring a customer from their blog. In that same study, a survey of marketers revealed that 81% of businesses say that their business blog is useful to critical for their business. But knowing that advantages of having a blog is a far cry from actually setting one up and submitting to it frequently.  Here are some basic tips that I have used to organize and publish our small business blogs.

  • Get organized – Create a spreadsheet or editorial calendar that lists blogs for each month that you plan to publish.  Include in this worksheet a link to “brainstormed topics” that you feel your audience will want read.  Having an ongoing list will help you if ideas come to mind while working on other posts.  This worksheet should also list the days that you published each blog so that easy reference is possible.
  • Know your Audience – Who is it that you most want to “talk to”? Define what type of reader your company wants to attract and write to those people.  This may be “How to’s”, informational, opinion, insider tips, trending ideas, or just explanations of basic tools of the trade.  By targeting the blog towards a specific audience it has a clear focus and goal.
  • Scope – Be sure your blog covers topics that are both broad enough to include many people in your target audience but also include some that are narrower in scope to appeal to those who are looking for the “nitty gritty” details.
  • Stockpile blogs – Bloggers, such as myself, usually bank or stockpile blogs.  I usually try to write several blogs over the course of a few days so that they may be set up for publication in our wordpress platform.  This allows for time for revisions and time to complete other work projects.
  • Tone – Decide what type of tone you would like to have in your blogs.  Put your personality into it so customers can get to know your company and make a connection to your business and brand.

Happy Blogging!