Content Marketing Strategy 101: Blogging Focus Part 1

There are an infinite number of ways to go about launching your Blog Content Marketing Strategy. This is the first of an ‘EBA Only’ series that I am creating specifically for the membership with the aim of helping members launch their first Content Marketing Strategy. Below I list several recommendations to simplify the process while setting a strong foundation for moving forward. The definition of a Content Marketing Strategy is as follows:

Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.

For more on this, visit the Content Marketing Institute and their page on What is Content Marketing?

Following the lead of the quote above, below I give you a short list to help get you started with your Content Marketing strategy.

1. Know What You Want to Communicate

We all know our business, why it’s important and why it makes sense for clients to invest with us. However, the trick is figuring out how to communicate that while making sure we also provide valuable, relevant, and consistent information along with our message. If we don’t, we risk coming off too salesy, unconcerned, and/or less than professional. To start, really think about your core business: Why is it important? What value does it bring? Why does it make sense for people to consider it? Think more education than sales, and focus more on what you can give a potential client or interested party. With this approach, you’ll be providing information that is sure to draw an audience, and increase your potential market. I recommend creating an Editorial Calendar, which is simply a list of topics that you can cover over a period of time. To begin, I often work with clients to create an Editorial Calendar for the next three months, which yields a minimum of 6 distinct topics. If you’re feeling more ambitious though, increase your topics to 12.

2. KISSAS: Keep it Simple Sir(or Ma’am) and Short

OK, we all know what the ‘S’ usually stands for in this acronym, but let’s not go down that road. The idea here is to make sure to only cover a few points within each post. Case and point here: I will only be sharing 3 main points in this post and, hopefully, leaving my readers eager for more info. Also, I am keeping it short, in a ‘bite sized’ format, so a web user can read this in 3 minutes or less. We all know how our society is today: we want it now, we want it fast, and we want to be able to get it done efficiently. With that in mind, take a moment to go back to the beginning of this post, and note that I have title, introductory sentence that gets right to the point, two descriptive sentences, a definition, and then right into the 3 main points. Your posts can follow a very similar format, so feel free to use it if you like.

3. Be Consistent

As with many things, it’s important to be consistent with a Content Marketing Strategy. A blog post or two is almost assuredly not going to help you or your business. So make sure to stick to your Editorial Calendar with plenty of blog posts that are posted in periodic intervals. Think about it: Will a potential client know more about your services? Your focus? Why your services are important? The answer is ‘Yes’ across the board and, as you will see in the statistics below, it just may help you build your business much more than you expect.

A couple Statistics to leave you with so you are motivated to start your Content Marketing Strategy:

According to a Custom Content Council survey,

  • 90% of consumers find custom content useful
  • 61% of consumers say they feel better about a business that offers custom content and, in turn, are more likely to buy from that company.

If you are looking for more info on how to implement your Content Marketing Strategy you can read my previous post on Getting Clear on Your Content Marketing.

To Your Success,

Matt O’Grady
Harmonia Media

Leave a Reply

Your email address will not be published. Required fields are marked *