A blog has to have an impact on people, but a process is needed to achieve this. Businesses that don’t plan their blogs fail to compound potential.
There are three main advantages in building a process. Firstly, you are able to fine-tune aspects of your posts such as tone, topics, offers, style etc. Another advantage is that you can pinpoint your content gaps and consider what your audience would want to read about. Thirdly, you will be able to maximize your contents immediate and long-term impact.
The blog-publishing process should include a way to generate blog post ideas, edit content, work with content creators, broadcast new content etc. We are going to break down each part of this process below.
1 Get inspired by your customer avatar
We have covered the customer avatar process here, which should help you brainstorm blog post ideas. You can begin by looking at five components of your avatar such as:
- Demographics: Age, gender, and marital status of the avatar.
- Challenges and pain points: What holds the avatar from achieving their goals?
- Goals and values: What is the avatar trying to achieve? What values does the avatar hold dear?
- Sources of information: What are the books, magazines, blogs and other sources of publications does the avatar get their information from?
- Objections: For what reason could the avatar turn down your product or service?
When these are answered, you will be able to generate ideas for your content. Use this information about your target audience to create content that solves the avatars problems, helps achieve their goals and meets objections face-to-face.
2 Social Animal – Do you research there
Social Animal allows you to analyse which type of topics are performing well. The amount of shares a blog post receives is a good indication of how well the content is performing. Topics which receive most attention are the ones you should consider for your blog.
Search keywords in Social Animal, which are most likely to be searched by your audience. You should check out the website yourself… you won’t be disappointed. Below you can see an example of the most trending climate change topics, and how well they are performing.
3 Monitor your data
Great bloggers watch how their audience respond to content by monitoring data points. These help them determine which type of topics will generate more traffic in the future.
Google analytics is a tool (free of charge) which allows you to see how people use your website. You can see which blog posts receive most traffic, which posts people spend most of their time on and where the traffic comes from (Twitter, Google, Email, Facebook etc.).
Keep an eye on the number of social shares on each blog post. WordPress or Squarespace allow you to utilize social sharing buttons which allow blog visitors to share your content on platforms such as Twitter, Facebook, Pinterest etc.
If you’re using email marketing for content distribution, watch your click-through rates on each email. Interesting content gets a higher percentage of clicks. Use this information to your advantage and shape your content to grasp a wider audience.