Suddenly, blogging every week just so the lights are on is not a strategy. And it’s never been one, honestly. So many bloggers keep throwing spaghetti at the wall to see what sticks — and spaghetti is not a strategy either.
What is a blog strategy?
It’s not about how you squander your marketing budget to write stuff on your website eh?
It’s about how you connect content and business strategy. In other words, blog strategy is publishing stories that help you achieve your business goals.
Why do you need a blog strategy?
By publishing useful, relevant and interesting content you spread the knowledge about your brand among your target audience. When people see you have something of value they convert. Boom.
How do we make a blog strategy?
At Kaiiax, coming up with a blog strategy is synonymous to finding a problem.
No business can be successful if it can’t relieve people of their pain points, of their challenges, and provide them with solid solutions. Talking about solutions to problems is an incredible way to convert.
Here is what we do to develop a blog strategy:
Step 1. Target market analysis
We run a strategic session called Market Segments to define:
- Who is your target audience?
- What kind of industry do they work in?
- What country are they from?
- What questions do they have related to your business?
- What challenges do they face on a daily basis?
- What influencers do they trust?
- What stage of the buying process are they in?
- What value proposition do you have for them?
- What other companies might they consider working with?
After this session, we come up with a list of problems that you can solve for each of your target markets. And then we see how we can talk about these problems to get the most of Google searches.
Step 2. Focus keywords research
To find a focus keyword, we research what people longing for knowledge type in Google search to reach our content. We come up with keyword ideas. Then we find the best keywords we have a chance to rank for. We pay specific attention to the search volume and keyword difficulty when we pick out focus keywords.
Step 3. Content planning
Content planning starts with identifying your business priority. In other words, we pick out a market segment you want to sell to in the following months.
Every piece we plan has the following attributes:
- Business purpose – why do you want to publish this on your blog?
- Target reader – who is your target reader and what brought them here?
- Focus keyword – what search query is your content relevant for?
- Title – how can you make a catchy title that will stand out among other similar content on Google?
- Knowledge – what do people reading your content are supposed to remember about your company?
- Key message – what is your content’s core point that you want to get across?
- Related content – what other content on your blog relates to the current topic?
- References – what other good content is written on this topic and how can you make yours better?
With these points clear we start writing fat outlines, or a detailed structure of the future piece of content.
Step 4. Outline
An outline is a story structure. A writer needs to write an outline to know what’s going to happen in each paragraph and to see how these paragraphs will bind together. An outline helps others – your boss, your editor, your marketing team – to understand what you’re going to write.
With an outline, a writer knows what’s missing and what they need to research. And they can have a meaningful conversation with an editor who can tell them where they’re going wrong.
Step 5. Writing and editing
At Kaiiax we don’t write blogs. Our clients’ writers do. We provide team hiring services in case you don’t have any writers in your company.
If you’re serious about blogging, we strongly recommend you to hire a blog editor and/or an English native copyeditor. Great writing comes before anything else.
Step 6. Publishing and distribution
Yet at the content planning stage, we help our clients’ teams figure out how they are going to distribute their content once it gets published. Ideally, you need to have a link building specialist and/or a social media marketing person who will contact website owners, bloggers, social media folks, post interesting blog comments, and get pretty backlinks to spread your content and improve your website’s organic rankings.
We can help you hire these people and educate them on how to plan and execute link building strategies.
Step 7. Analysis
About a month after a piece of content gets published we start looking at how well it performs. We want to know:
- Our SEO progress
- If our content attracts prospect attention
- If our content builds an engaged audience
- If our content builds brand knowledge
- If our content converts visitors into leads
Here are the metrics we look at:
- Target keyword positions
- Users who scrolled more than 75% of the page
- Transitions to root page (services, home, company)
These metrics define our next steps.
What results have we achieved for our clients?
In 2013 we started a mobile app development blog for a company we used to be employed at. At that time we didn’t have any experience building blog strategies. We tried many things. Some of our experiments failed and some succeeded. Little by little, we started learning from our accidental successes.
When we quit Yalantis, their blog generated about 60K visitors per month and brought 100 regular monthly leads.
This got us thinking: Why do some articles bring leads and others don’t? What do good and bad results depend on? Is it possible to repeat Yalantis’ success with other businesses?
And then we started working with RubyGarage. When they turned to Kaiiax, a few articles they had on their blog didn’t bring any results. Today, after about three years of co-development, RubyGarage.org has more than 70K monthly visits and an impressive number of leads.
SteelKiwi contacted us to change the content of their website so it attracts more clients and converts more visitors. At that time – about two years ago – they also started publishing some blogs whose performance left much to be desired. We taught their writers how to dig for problems, how to demonstrate SteelKiwi’s expertise between the lines, and how to write using “Professional-Yet-Human-Sounding” tone of voice. We also ran a bunch of education sessions with their team to explain the magic of SEO and link building. Now SteelKiwi gets 50K monthly website visitors and regular emails from people looking to work with their company.
Read more in our case studies.
If you’re interested in a blogging strategy, let us know. We’ll see if we can help.