}

Why Lack of Strategy Will Kill Your B2B Blog

by Jennifer Beever on July 31, 2014

JumpBlogging drives traffic to websites and generates leads. So, hey, let’s jump in and do this. Right?

Wrong.

To succeed in blogging (and in the bigger universe of content marketing), you need a strategy. Your strategy must identify your target audience(s), your topics, your target keywords, the tone or voice of the blog, frequency of posting, desired results and how you will measure results.

If You Have Multiple Bloggers

Strategy is even more important when you have multiple people blogging. When multiple people contribute to a blog, you’re dealing with different styles, voices, topical knowledge and discipline. Now you need to communicate your strategy with others so that the blog posts adhere to your objective. This requires blog guidelines and an editorial calendar.

Implement Your Blog Strategy

Once you put a blog strategy in place, it’s time to implement and make it happen. In my experience, this is where you find out the real challenges of blogging. Can you keep up with your planned frequency? Are your topics engaging? Are people following the blog? Commenting on and sharing the posts? Do you have the right features set up on the blog? You will probably find that you need to iterate

Analyze the Results of Your Blog Strategy

As you tweak your blog elements to get more and more engagement and (ultimately) conversions, analytics will play a big role. Your strategic plan identified how many followers and how much engagement. Now you need to track the blog’s performance on a regular basis. Where are people coming from? How long do they stay? Do they come back? Report and review the results weekly or monthly, depending on your objectives.

Review and Revise Your Blog Strategy

Now that you’ve started and are analyzing your results, you may find that things change in your industry or in your business that require a change in your blog strategy. You may need to add topics, speak to new audiences or target different keywords. Check your strategy as you go along and target a regular in-depth review of your blog strategy when your review and plan your marketing as a whole.

BTW, you are planning your marketing on a regular basis, aren’t you?

Other posts you might find helpful include:

5 Dangers of an Unorganized Blogging Strategy by Kelly Kranz of Hubspot

Decide How to Structure Your Content Marketing Team by David Booth of Revenify

3 Tools For Managing a Killer Multi-Author Blog by Jason Keath of Social Fresh

Do you want to start a successful blog? Be more successful with an existing blog? Contact Jennifer Beever of New Incite today. She provides strategic planning, implementation and outsource blog writing and management for growing companies.

Photo by m01229 on Flickr. Some Rights Reserved.

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