Do You Have a Blogging Strategy?

by Sarah Worsham on January 12, 2009

in Business, Content, News & Notes

thinkinghiimhmichealMany businesses have blogs.  Many businesses feel they should start blogs.  Why?  Because everyone else is doing it. This isn’t a really strong reason to do anything in business – unless you want to be just like everyone else.

If you have a business blog or are thinking of starting one, take a few minutes to ponder why you are blogging.  Hopefully your reasons involve helping and connecting with your customers, which should increase revenue and savings.  Using these reasons as goals to form a blogging strategy can really help direct your efforts and produce better results.

Once you have an endpoint (your goals), it will be much easier to work backwards to figure out how to achieve your goals.  What will you write about?  Who in your company will be blogging?  What will you incorporate into the design of your blog?  How will you connect with your customers?  Where will you syndicate your blog content?  Will you use social media to increase awareness of your blog?

Do you have a business blog?  What is your blogging strategy?

(photo by hi I’m h micheal @ Flickr CC)

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Tagged as: blog, blogging, blogging strategy, Business, business blog, business blogging

  • Geoff, Sounds like you're doing well. I find that many clients have a difficult time coming up with subjects to blog about, even after giving them places to look (and ideas), so I think it's helpful for people to hear from other business bloggers. Thanks for sharing (and reading!).
  • I get ideas every day, Sarah, much of the time by watching how people are selling to me, whether in person, or over the phone. My customers call me or blog me, too, with sales questions. These all have provided sales situations resulting in good blog content.
    Right now I'm reading Anneke Seley's 'Sales 2.0' book (www.sales20book.com) and I'm making notes within the text, and this will result in a blog post or two. And I do what I tell the folks I train to do: watch how others sell to you, learn from the best, and also note poor sales practices that you'd never want to emulate. Bottom line, there's plenty of content out there walking, talking, and breathing, just waiting to be written about.
  • Geoff, Content is definitely the most important aspect of a blog - without it, you wouldn't have any readers. Where do you get your ideas for what to write? Do you come up with them or do your readers make suggestions? Or do you get ideas from somewhere else?

    Thanks for sharing!
  • I do a number of strategic things to make my blog effective, Sarah, but the number one is always content. My readers are inside salespeople, so every post consists of important tactics that they can use that day to sell more effectively and efficiently. My blog is critical to my branding, so I stay away from posts about what I had for dinner, where I went on vacation, or my cat's new best friend.
    The blog posts I read myself have compelling content, can easily be read in one sitting, and are devoid of pictures (I've got lots of pretty pictures in my office, I don't need to see them in blog posts, regardless of what the pundits say about putting pix in blogs).
    In short, I write the kind of material I'd like to read, and that way my readers get the real "me," which relates to my Brand. I want my readers to expect that they'll be getting topnotch, usable advice with every post. It's a real responsibility, and a lot of work, too, but it is the basis for everything else I do to promote the blog.
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