4 Key Points of Blog Strategy
Are you drowning in a sea of trepidation about writing your company blog? Well, grab on to this paddle. I’m about to rescue you.
Frequency of posts:
Your blog is the window to your company’s soul. That being said, if you aren’t using your blog, close the window. A blog that hasn’t been updated in several months is as useful as leprosy. Not only will it offer you no benefit, people will be turned off by the stale born-on date of your last post. If you are trying to keep your readers engaged, then you should be publishing a legitimate post at the minimum of every other week. Once a week is a solid showing. If you are looking to be an industry resource/thought leader, multiple posts a week might be a good idea.
Your blog should be a mixture of posts for your clients or about your brand (corporate culture, explanation of company values, case studies, history, etc.) and posts about your industry (best practices, protips, breaking news, opinion, responses, thought leadership). Regarding specific sales pieces (coupons, special offers, product features): limit yourself to 15% or less of your total postings. People aren’t coming to your blog to be advertised to.
With the outward facing (non-industry) stories, pinpoint the places where your industry intersects with your potential customers’ lives. Create series [serieses? serii? -ed.] of posts about these. This technique could be good for writing a string of several weeks of posts at a time. Another winning trend is to compile lists of related data, enticing readers to learn more about a specific window of your expertise. It’s usually a good idea to have staff members contribute stories of office life and corporate reminiscences from time to time. Tie case studies into compelling narratives. show that there are beating hearts behind the face of your business.
With your industry-specific posts, become the taste-maker. Have an opinion, and voice it. Respond to other industry blogs with your own blogs, either strongly in favor or strongly against what others are saying. If you are able to predict the future of your industry, do so. Fortune favors the bold, and if your competitors are coming to you to find out what’s happening next, then obviously, you’re doing something right.
Length of posts:
Blog posts should be long enough to communicate the information, but short enough to keep your audience’s attention. Easy, right? The actual answer is that there’s no real golden length of a blog post. Generally, if you’re writing an overview/omnibus type post (“The Last Plumbing Article You’ll Ever Need To Read”), it can be longer, with several subsections. A list-type post should have 1-2 paragraphs for each item on the list. For anything else—we’ll call them “regular” posts—they could be as short as a great picture with a caption, or run about as long as a grade-school essay (3-6 paragraphs).
With the goBRANDgo! Media Calendar, you’ll see the WordPress icon showing you where to post and what to post about. Over time and evaluation of your audience’s tastes and preferences, you’ll have more and more focused recommendations, with, optimally, more and more readership in your industry and your target market.
What do you think? Did I get it right? Is there something I missed? Post in the comments, or contact me directly at bdooley (at) gobrandgo.com. I’m looking forward to your feedback!