25 Jun How to plan the content of your blog
Maybe you don’t know where to start or, maybe you started already but you don’t know how to continue. Whatever your reason is, if you are reading this post it’s because you want to plan the content of your blog well and today, we bring you the keys to do so.
Set your goals
Having a plan is a must- do not jump into writing without a clear objective. Why do you want to have a blog? What do you want to achieve with it? Sales, new subscribers to your newsletter, brand recognition, … Having a clear objective will let you know which topics can help you and which ones cannot. Is it also important to set a goal that can be measured (number of visits to your website, downloads, new followers, …). This will allow you to analyse the results and rectify if needed in order to achieve your objective.
Know your audience
When planning your content or any other digital marketing action, it is crucial to know who your Buyer Persona is, that ideal customer you want to conquer. What are their needs, their concerns, their motivations, their aspirations? If you can answer all these questions, it will be much easier for you to plan content that is useful for them.
Once your Buyer Persona is defined, you need to generate ideas that can be of their interest. First create the main themes of the blog, then other related ones and finally those sporadic ones.
Get your sales team together and ask them which are the main questions they receive throughout the sales process. Talk to the Account Managers to know what are the main topics discussed with the clients. Meet the Customer service team and gather the most frequent queries/concerns that they get from your customers. Review the large amount of information you receive and assess what might be optimal for your blog. You can also take advantage of your knowledge in the sector to create whitepapers, infographics, videos and create pieces with different formats that can attract the audience you want.
If your blog has been active for a while, review the results of the previous year to see which articles had the greatest impact and which ones the least (without losing sight of your objective) and decide what content you can expand or reuse.
Create your Editorial Calendar template
We have a clear objective and a list of topics designed. Now it’s time to decide the frequency of publication and create the editorial calendar- our roadmap to know what and when we should publish. In addition, if each article has its objective identified and you know which stage of the Buyer’s Journey is solving, you will already have a perfect planning.
Finally, remember that Google can be a great ally. You can search for keywords or use Google’s autocomplete function to be inspired by ideas and choose the best keywords to include in your articles. Remember always to apply some SEO to your posts to improve the positioning of your website and achieve a better reach.
If you already have everything ready to plan the contents of your blog, we recommend this article to write amazing content: STORYTELLING- Harness the power of narrative and weave it into your B2B marketing strategy.