We serve as the trusted marketing team for our clients. We are seen as a group of creatives and marketing experts who our clients know will deliver researched and strategic campaigns each month, quarter, and year to keep their businesses growing at a steadily increasing rate.
We’ve come up with many ideas over the years that our clients at first thought were outlandish or radical. They took a leap of faith and let us launch our campaign, and indeed, it proved successful. But there’s one marketing tactic that seems to scare almost every single client we’ve ever had. And that is blogging. People seem to have two objections to starting a company blog:
1) “It won’t work.”
2) “I don’t know how.”
Objection 1 is easy to squash – there are countless stats out there to prove how valuable blogging is to generating leads and increasing sales. But Objection 2 is trickier. Blogging for the sake of blogging is a terrible strategy. In fact, it’s not strategy at all. And approaching a marketing campaign without a plan is a waste of time, energy, and money.
So let’s break blogging down to its basics so you can tackle it once and for all. Ask yourself these 7 questions and you’ll be on your way to building a winning blogging strategy.
1. What role will your blog play in your overall marketing strategy?
2. What tone and voice does your target prospect use?
3. What are your target prospects interests and pain points?
4. What action should your target prospect take after reading your blog?
5. What topics or style of post would lead your target prospect to take this next action?
6. How can you share and promote this content in a way that engages your prospect?
7. How can you ensure you and your team follow the strategy you all create?