Content Marketing Foundations #1

Welcome to the content marketing foundations blog post series. In this series there will be no less than a dozen posts (and supporting tools) to help the beginner content marketer, and the advanced marketer looking for a refresher, create a productive and profitable content marketing strategy.

Today, we’re talking about blog content.

The foundation of a blog is content. It doesn’t matter what type of content format you prefer, for example video posts or infographics, you must have content. It’s what brings people to your blog and what keeps them coming back. Blogs are a useful marketing tool for any business model. Whether you have a membership site, an ecommerce site, you’re an affiliate marketer, information marketer, or an affiliate marketing model – your blog’s content can help you grow your audience and customer base.

Whether you’re just getting started with a blog or you’re looking for a fresh start on an older blog, the following steps will get you on the road to success.

  1. Know Your Audience – Before you begin creating content, it’s imperative you understand who your audience is. Know them down to their income, gender, desires, wants, needs, and more. This is how you’ll know what content to create, as well as how they like to consume it.
  1. Understand Your Niche – In addition, you need to truly understand your niche so that you can write and educate your audience about it. You’ll need to create content that is engaging, informative, educational and that encourages your audience to interact with them.
  1. What’s Your Goal? – It helps to also know what you are trying to accomplish with each blog post. Do you want to promote a product or service? And is it your own or someone else’s? How does this product or service solve your audience’s problems? Can you educate them on the problem as you promote the solution?
  1. Choose Content Topic and Approach – Your audience may need beginning information or they may be advanced at your niche; you know them best. Knowing this, you’ll be able to choose the forms of content – whether they are educational, or conversational and interactive, or focused in another way.
  1. Decide What Content Format is Best – There are a variety of content formats including text, video, images, and more. Your audience may prefer one type over another and there is usually a format that is best suited to your topic. For example, if you want to provide a step by step process for your audience then a “how to” text article or a demonstration video may work best.
  1. Create Your Editorial Calendar – Don’t go forward without a plan of action. Create an editorial calendar to help you keep your content development organized. You can always add more content as news develops and issues occur. An editorial calendar will include, at a minimum, an outline of the topic, goal, and publication date for each blog post you publish.
  1. Find Help – If you’re not sure how to go forward, you can contract with a content strategist, writers, and others to help you get things done. Having a plan and then implementing that plan will ensure your success with creating content for your blog. (And we’re happy to help you get started.)
  1. Maintain the Momentum – Once you set things up and create momentum, keep it going. Blogging is a long-term marketing strategy that you must keep doing to continue your success.

Creating content for your blog needs to be something you do on a regular and ongoing basis. Try to post content three to five times a week at first. Once you become popular, you can slow it down to once a week if you include authoritative long-form content. The goal is to keep your blog at the top of the search results as well as keep your audience engaged, informed, and interacting with you.