Get Your Blog On: 4 Steps to Successful Blogging.

In 2003, when I was still a bright-eyed teen who shared too much, I launched my own blog. When Xanga was popular, I used my blog as a platform to express my daily reflections, including what I had done that day, what I was anticipating, and, embarrassingly enough, who my crushes were. After realising that whatever you do online can be found not only by Google but also by your parents, my brief blogging phase came to an end.

Oh well, Google wins once more. Surprisingly, one of my duties as a Content Marketer at Marketo includes running the blog, where being too open can really be beneficial! People are interested in your tried-and-true experiences as a brand and the advice you've picked up along the way. They want an inside look at your marketing strategies, how you've succeeded, the difficulties you've had, and what you took away from them.

The world's knowledge is literally at our fingertips in the digital age, allowing us to independently do research, draw our own conclusions, and make decisions we can be sure of. This is where content comes into play, and as marketers, you can utilise it to give your customers the knowledge they need while elevating your brand above all the other obtrusive marketing messages they encounter. A blog is also one of the most affordable and genuine ways to interact with them on a large scale when it comes to content. You can use blogs to accomplish goals throughout the full client lifecycle:Increasing brand recognition and SEO ranking generating more demand

Increasing your audience, enhancing engagement, and fostering customer trust showcasing your assets (solutions, ecosystem, community, expertise, etc.) Although most marketers are aware of the advantages of blogs, they may not always be aware of how to create a scaleable, effective, and efficient blog programme. I'll walk you through the entire process of developing your blog strategy in this blog:

1 Understand Your Audience

If you're beginning to construct a blog strategy, you must first decide who will write the content. If you already have a blog, you should consider whether your present readers are the ones you're seeking to reach. It all boils down to creating buyer personas for your blog in both scenarios. You may have noticed that although the blog posts on your site were written with practitioners in mind, many of them were also written with executives in mind. Background information includes the organisation, the duties of the position, the team dynamic, and so on.Goals: The obstacles they encounter while attempting to achieve their goals.Information came from the platforms they choose to use to access content, such as email, Facebook, LinkedIn, mobile phones, etc.preferred subject matter

Marketing message: Resonant messaging for them Objections: You expect them to object during the sales process.specific interest in a product in the process of determining decisions .Your personas will assist you in determining the collection of goals that will guarantee your blog is configured to support your main business aims. The audiences you're targeting (e.g., B2B or consumer? Practitioners or executives? ), the groups you're marketing to, who will contribute to your blog (workers, partners, customers, etc.), and the many topics your blog will cover may all be determined by these aims.

2 Identify Your Contributors

You can breathe a sigh of relief if you're starting to feel overburdened by the amount of content you'll need to produce for your blog. You are not required to create original content for your blog just because you are in charge of it; doing so would be ineffective.

Utilize the knowledge of everyone in your company—customer success, support, legal, etc.—to offer your readers a variety of viewpoints. Each of them contributes something with their distinctive personal and professional experiences. But sometimes it's easier to say than do to encourage your staff to blog. With their day jobs and blogging, your coworkers could feel pressed for time, especially in a hectic setting.

But in truth, they already have much of the blog written in their thoughts, in the presentations, webinars, and conversations they conduct; all they need to do is turn it into a written article. You can build an internal blogging programme that rewards employees for their contributions and encourage participation by giving staff resources like templates, instructions, and other blogs to refer to. Although incentives are wonderful, you don't absolutely need to give them to get your coworkers to blog. The goals of your firm can be achieved by using blogs to assist people become thought leaders, improve their portfolios, expand their networks, and acquire visibility.

To locate guest bloggers, you can also search outside of your business and beyond your organisation. Start by finding collaborators, clients, influencers, and other visitors from outside your organisation whose values coincide with yours. By doing so, you may make use of their networks to reach a wider audience, share their knowledge with your readers, and offer them a platform. Remember that if you do this, it's a good idea to communicate your approval process and content criteria up front by developing guest blogging rules.

3 Build Out Your Topics

Your blog should eventually benefit both your readers and your brand, so focus on writing about subjects that will appeal to your audience and further your corporate objectives.

Look at what your prospects and customers are interested in, a list of themes that are pertinent to your business, and then determine what subcategories exist for those topics to help you decide what you should cover (e.g. digital advertising could be broken down into sub-categories like PPC, display advertising, social advertising, ad design, budget, strategy, trends, and news). Consider creating topic categories that reinforce your top keywords (to improve your search rankings) and the products your firm sells for themes that explicitly support your business goals.