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Lifting the Fog of the Blog: 8 Strategic Questions Before You Write 1 Word
The document outlines eight strategic questions to consider before starting a blog, which include defining the blog's purpose, target audience, content strategy, and methods for promotion and measurement. It emphasizes the importance of having a clear business objective, understanding the audience, and creating actionable content. Furthermore, it suggests planning for content distribution and success metrics to ensure the blog's effectiveness and reach.
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Lifting the Fog of the Blog: 8 Strategic Questions Before You Write 1 Word
- 1. Lifting the Fogof the Blog 8 Strategic Questions Before You Write One Word Jay Baer @jaybaer Design ©2011 WhitePaperSource Publishing • Content Copyrighted by Presenter
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- 3. Blogging: It’s Easy.It’s Hard. 100+ Million Blogs. Why Should Yours Succeed?
- 4. Most Blogs areRandom
- 5. Don’t Leave YourSuccess to Chance 8 Strategic Questions Before You Write One Word Or before you write another word Why Do You Need a Blog? Who Will Read It? How Will They Know About It? What Do We Want Them to Do? Who Will Write It? What Will We Write? How Will We Extend It? How Will We Measure It?
- 6. Question #1 WhyDo You Need a Blog? What Business Objective Are You Addressing? Awareness? Sales? Community, Loyalty, Humanization?
- 7. Awareness Blog http://blog.udisglutenfree.com
- 8. Sales Blog http://blog.compendiumblog.com
- 9. Humanization Blog http://sweetleafteablog.com “ Once We Have a Blog, We’ll Be Able to ––––––––––––––”
- 10. Question #2 WhoWill Read This Blog? Define and Segment Audiences Current Customers? Prospects? Employees? Potential Employees? Media?
- 11. Create Personas WhatQuestions Are You Answering? What Else Are They Reading? Who ARE They? Make and Keep Profiles of “Fake Real People”
- 12. Meet Frances (x5)“ People Read Our Blog Because It Helps Them ––––––––––––––”
- 13. Question #3 WhatDo We Want Them to Do? Create (and prioritize) Calls to Action Visit main website? Download longer form content? Sign-up for email or RSS? Call now? Tweet and Share?
- 14. Create Multiple ActionAlternatives “ After Reading, We Want Blog Visitors to ––––––––––––––, or ––––––––––––”
- 15. Question #4 HowWill They Know About It? Build a Blog Marketing Plan Search Optimization
- 16. Future Touchpoints RSSEmail + Email Newsletter http://convinceandconvert.com
- 17. Website Integration Don’tPlay Blog Hide-and-Seek http://sweetleaftea.com
- 18. Social Integration TwitterFacebook Linkedin Quora Comments Social Sends More Traffic Than Search! “–––––––––––––– , –––––––––––––, and ––––––––––– Will Let People Know We Have a Blog”
- 19. Question #5 WhoWill Write the Blog? Commit to a Schedule More = More
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- 21. One Voice orMany? http://convinceandconvert.com http://standingpr.com/blog
- 22. Practice Matters Fewer,consistent voices are better than more, inconsistent voices Inconsistent voices develop fewer ties with audience Inconsistent bloggers tend to overwrite and over-polish
- 23. It Takes aVillage? Editor Authors Text Video Analytics “ We Will Create –––––––– Posts per Month, with ––––––––, ––––––––, and ––––––––– Taking the Lead”
- 24. Question #6 WhatWill We Write? Figure Out Your Point-of-View in Advance Think Like a Magazine Mix Timely and Timeless Mix Long and Short Mix Personal and Professional Plan Your Post Before You Write It
- 25. Blog Post WorksheetHeadline Main Point Secondary Points Search Terms Subheads Photos/Art Resources/Links Call to Action http://convinceandconvert.com/free-social-media-worksheets
- 26. Blog Writing TipsSpend More Time Reading than Writing Write 50 Titles Before You Write a Post Create an Anchor
- 27. Good Bloggers areGreat Headline Writers Numbers Work Unexpected Words Challenge Conventional Wisdom Incorporate Search Terms “ This Blog is About –––––––. Sample Headlines are ––––––––, –––––––––, and –––––––––––– ”
- 28. Question #7 HowWill We Extend It? Blog is Just 1 Piece of a Content Marketing Ecosystem Deconstruct and Repackage Your Ideas
- 29. Don’t Reinvent theWheel – Make More Wheels This Presentation Could Become: Slideshare presentation (!) 8 blog posts Worksheets on Scribd.com Blog review Flickr gallery Podcasts Downloadable Ebook Blog comments LinkedIn answers, Quora answers “ The Blog Will Create Content That Will Also Feed –––––––,–––––––– and –––––––––––– ”
- 30. Question #8 HowWill We Measure It? If Your Blog is About More Than Catharsis, Measure It Often Appropriate Metrics Depend on Goals (awareness, sales, community)
- 31. Metrics for AwarenessUnique Visits Visits from Search Inbound Links/Trackbacks % of New Visits (usually 60% +)
- 32. Metrics for SalesReferrals to Corporate Site Downloads of Key Content Visits to Sales-Oriented Pages
- 33. Metrics for CommunityRepeat Visits Subscriptions Comments Sharing “ We Will Measure the Success of the Blog by Tracking –––––––,–––––––– and –––––––––––– ”
- 34. Plan + Work= Blog Success Why Do You Need a Blog? Who Will Read It? How Will They Know About It? What Do We Want Them to Do? Who Will Write It? What Will We Write? How Will We Extend It? How Will We Measure It?
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