Fresh, quality content is an absolutely essential component of a powerful inbound marketing campaign. Great blog posts, photos, etc. not only help you from an SEO standpoint, but they also facilitate your social media marketing efforts as well since you will be able to promote your own content across all of your social networks.
While creating content for SEO and social media benefits is good, your blog schedule can be even more effective by helping you generate business—and in order to generate more business through your content, you have to create content that your potential customers will actually want to read.
If no one wants to read what you write, then you’re not maximizing your efforts to build an effective, business-generating blog.
Below are three tips that will help you be more strategic in creating an effective blog schedule:
1. Define your ideal customer.
Who are you creating content for? What does your audience look like? Before writing any more content, ask yourself those questions to define what your ideal customer looks like—and when you create your content, write it with this ideal customer in mind. Here is an example of a potential customer for Highly Relevant: VP of marketing at fashion or entertainment companies.
2. Identify the major pain points and needs of your targeted customer.
Conduct some research on some of the pain points, problems, challenges, needs, and inefficiencies of your ideal customer. What types of solutions are they looking for? An example of a major pain point for Highly Relevant’s ideal customers: not knowing how to best handle customer complaints via social media.
3. Come up with potential topics that address your ideal customer’s pain points.
Now that you have defined your ideal customer and have identified some of the major challenges that they need help facing, you can come up with a schedule of blog topics that help address these pain points. With this strategy, you’ll be creating content that is of interest to your ideal customers, and if you provide content that helps them, they may be more interested in talking to you about your products or services. An example of a potential blog topic for Highly Relevant: “5 Ways to Create a Phenomenal Customer Service Experience via Twitter.”
By putting these three steps in action, you’ll be able to create a blog schedule that helps generate new business.
Justin Hong is the Managing Partner at Highly Relevant and is an avid fan/consumer/participant of books (business, leadership, personal development), the Dallas Mavericks, food (all kinds… literally), and ridiculous discussions that are probably not appropriate for this blog.