Most bloggers fail to grow their following because they lack a Content Strategy.
A successful Content Strategy should define its target audience, SEO terms, social media, be consistent and have good, better, best goals.
The primary objective of Content Strategy is to drive organic traffic to your blog.
Most bloggers do not have any content strategy. Bloggers are overwhelmed with options when it comes to content creation. A culture of sporadic blogging generally occurs. Blogging without purpose causes most blogs to fail.
The Average Bloggers Content Strategy in 2017
- Publish a Perfect Blog Post….from time to time.
- Promote on Instagram Live & Facebook Live occasionally.
- Sometimes have a mediocre Call to Action to Join their Email List.
- Use inconsistent imagery on their blog and social media platforms.
- Be a Podcast Guest when Asked.
Your content strategy should drive traffic to your blog. Its effectiveness should also be measured by key metrics.
There is a little bit of work needed to create a content strategy, but once in place, you will have a blog that actually gets results.
How to Create a Great Content Strategy in 5 Steps
It would be great to create a blog that interested every person on the planet, but in reality, if you try to appeal to the masses you will appeal to nobody.
Content Strategy Step #1: Define Your Readers/Customers
As a Blogger you are either building an audience to sell advertising or building an audience to sell products or services to them.
Create an avatar and write your blog post for that person.
The more information you have, the more specific your writing becomes. The more it will resonate with readers and get results.
Key Customer Questions to Answer
- So, who is your ideal customer?
- What age are they?
- What is their gender?
- Where do they live?
- What is their income?
- How much disposable income do they have?
- What level of education have they?
- What are their hobbies?
- How much time do they have?
- How do they like to consume content?
- When and where do they consume content?
- What are their favourite social media platforms?
Content Strategy Step #2: Identify SEO Terms and Longtail SEO Terms
You’ve identified the person that you are targeting, it’s time to pull together a keyword strategy.
What are the terms that people google to find content in your industry?
From an SEO perspective, it is recommended that you focus on a core selection of keywords. Two or three terms is ideal starting out.
e.g. Content Creation, Content for Bloggers, Content Authority
On top of that, it is worth exploring the Longtail keywords.
e.g. Social Media Content Creation Tools, What makes good content for bloggers, how to write authority content
Longtail keywords are the terms that people put into Google which is a little longer and a little bit easier to rank for as a blogger starting off.
Long tail keywords should be a variation of the smaller keywords that you are going to target.
Content Strategy Step #3: Pick 3 Social Media Platforms to Use
What Social Media platforms do our prospective customers use?
This allows us to think about hashtags, images, and text that we should create alongside our blog content to promote to our audience.
Is recommended to focus on only three social media platforms starting off and mastering them.
Facebook and Twitter are essential and the third one is up for debate.
Consider the likes of Snapchat, Instagram, Pinterest, Periscope, and YouTube. Which platforms are you comfortable creating content? and which platforms do your customers hang out on?
The work in step one should answer which platforms your avatar uses.
Content Strategy Step #4: Consistency (Editorial Calendar)
We have already spoken about the benefit of having an editorial calendar, it is essential to any content strategy.
On top of publishing regularly, it is recommended to publish and promote content at the same time each week.
Google likes consistency and people like consistency.
People are creatures of habit and if you publish your content at the same time each week they tend to incorporate it into their weekly routine. Think about the podcasts, emails and blog posts you consume each week.
Content Strategy Step #5: Set Goals with Metrics (Good, Better, Best)
A content strategy requires clear goals.
I have always set goals but since completing Todd Hermans 90 Day Year, I now incorporate good, better, best goals.
And example of content strategy goals could be to grow your email list by 1000 subscribers.
So perhaps a good goal would be to guess 500 email subscribers a better goal will be to get 750 and the best goal would be to reach 1000 subscribers
This measure the success of your content strategy.
Your content strategy should always be centred around growing your reach to your target audience.