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How to Develop a Blogging Strategy

Blogging For Gaijin

Photo credit: Robert Sanzalone

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:

Decide what metrics to track to make sure you are achieving your objectives. Examples of possible metrics or Google / blog analytics:

  • Average time on site.
  • Backlinks / incoming links.
  • Visits.
  • Pageviews.
  • 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?

9 Responses to this post.

  1. Kimberly Gauthier, Keep the Tail Wagging's Gravatar

    Posted by Kimberly Gauthier, Keep the Tail Wagging on 02.04.12 at 5:30 am

    I wish LinkedIn allowed us to pull in more than one blog. I have three and have just gone in and updated the blog that is linked to LinkedIn thanks to your post; I appreciate the reminder.

    Kimberly Gauthier, Keep the Tail Wagging recently posted: Guest Post | 3 Great Ways to Care for Your Family DogMy Profile

  2. Lisa Cash Hanson's Gravatar

    Posted by Lisa Cash Hanson on 02.04.12 at 5:30 am

    I think it’s so true also what you said ” who you decide to target your audience with your blogging strategy” it’s always good to keep the end in mind and think of the “who” you are trying to reach and not just “what” you are reaching them with .
    Great post.
    Lisa Cash Hanson recently posted: What Is Your Greatest Blogging Problem, Blogging Challenge Or…My Profile

  3. lauraleewalker's Gravatar

    Posted by lauraleewalker on 02.04.12 at 5:30 am

    I agree completely. You should have a clear idea of who your target audience is right from the beginning. Something this can be challenging to pin down, but it’s an essential part of an integrated marketing communications strategy. Thank you for popping in. :)

  4. Kristin Austin's Gravatar

    Posted by Kristin Austin on 02.04.12 at 5:30 am

    A great post Laura. I wish more people considered social media as part of their wider marketing strategy as you mentioned.

    I guess there are lots of newbies who can use the technology, but have little understanding of marketing or communications that’s necessary to get the most from it. Nothing really beats time spent in the chair.
    Kristin Austin recently posted: Nothing beats time in the chairMy Profile

  5. lauraleewalker's Gravatar

    Posted by lauraleewalker on 02.04.12 at 5:30 am

    Well, thank you! That’s a compliment, especially coming from you. I love the phrase ‘time spent in the chair.’ So true. Can I borrow that phrase? :)

  6. From Huffington Post to My 7 Blogging Strategies « LET'S Enterprise 2.0's Gravatar

    [...] 3. How to Develop a Blogging Strategy Share this:TwitterFacebookLike this:LikeBe the first to like this. Tagged: blogging strategies, blogosphere, call-to-action, curation, enterprise2.0, Huffingtonpost, Web3.0 Posted in: Enterprise2.0, Uncategorized Boost your business with the concept of enterprise 2.0 → 4 Responses “From Huffington Post to My 7 Blogging Strategies&#8221 → [...]

  7. Jayesh's Gravatar

    Posted by Jayesh on 02.04.12 at 5:30 am

    Thanks for sharing this valuable information online.. i have been searching for this for a full day.. and finally your site give me everything.. i am also having a blog on SEO Tutorial .

  8. Alvin's Gravatar

    Posted by Alvin on 02.04.12 at 5:30 am

    Time in the chair is crucial (as I crack my back), thanks for the rich info.

  9. chris's Gravatar

    Posted by chris on 02.04.12 at 5:30 am

    Very useful! thanks so much x

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