The same principles to developing a successful Twitter strategy apply to executing an effective blogging strategy. What changes are your goals, objectives, actionables and metrics. I’m a proponent of an approach to creating a social media strategy that is one part of a fully integrated marketing communications strategy, so the more information you have about your existing marketing plan and efforts, both on– and offline, the better you’ll be able to customize your blogging strategy to effectively meet your needs.
It’s crucial that you know what message you’re trying to convey through your branding efforts, a good understanding of your target market, know your competitors and have a solid grasp of your value proposition (the benefit your customer gets from using your product or service).
Whether you decide to use WordPress, Tumblr or Blogger, who you decide to target with your blogging social media strategy, how you effectively reach your audience, and what tools and metrics you use to successfully implement your blog strategy depend on a solid understanding of your marketing communications plan.
You’re now ready to identify your objectives. What do you want to achieve? The answer to this question must organically flow from your company goals and competitive position in the marketplace. Examples of objectives include:
- Drive traffic to your company website.
- Better understand potential online clients / peers / competitors.
- Cross promote to social media sites.
- Gain recognition as a subject expert.
- Get conversions / leads.
- Build your brand.
Now you’re ready to plan how you’re going to achieve your objectives–build your blog and plan your day-to-day activities or actionables. This is where your knowledge of tools relating to executing an effective blogging strategy are key. Don’t lose sight of the bigger picture.
Examples of how to achieve your objectives include:
- Create blogging schedule / calendar.
- Automate posts to Facebook with WordPress Plugin (if applicable).
- Setup blogging app in LinkedIn.
- Join Triberr and connect with others that have similar blogs.
- List blog on significant, relevant directories such as Technorati.
- Comment on blogs with related topics with links back to blog posts.
- Average time on site.
- Backlinks / incoming links.
- Amount of comments / nature of comments.
Regularly review and update your social media strategy in the context of your marketing communications plan.
This post will give you a framework to work on other aspects of your social media strategy, such as your LinkedIn and Pinterest strategies.
What’s an integral part of your blogging strategy?