How to create a blog, including identifying your target audience, establishing your editorial voice and guidelines, and submission guidelines for contributors.

1. BLOG CREATION
WORKSHOP
English Text Services

2. • How old are they?
• Where do they live?
• What are their interests?
• What professional
qualifications do they have?
• What job do they have?
WHO IS YOUR TARGET
AUDIENCE?
• Survey your present
customers
• Check website and social
media analytics
• Survey the competition
HOW TO IDENTIFY YOUR
TARGET AUDIENCE

5. Your blog should be an information
hub for people in your industry.
When they have a question or need inspiration, they turn to you.
When the email notification pings in their inbox, they drop what
they are doing click the link, read and then share with others.

6. A SPECIFIC NAME THAT
• Stands out from the crowd
• Suits your company and your style
• Shapes your brand
• Sets the tone for your content
WHAT'S YOUR NAME
JUST 'BLOG'
• Simple, easy to understand
• Known in all languages
• Long-lasting if you change focus
DON'T DO THIS
• Difficult to say or spell
• Check it looks on in URL format
• Use swear words - even unintentionally!

7. COMPANY NEWS PRODUCT INFO
SALES PROMOTION
COMPANY
BLOG
CONTENT

8. Your blog is about your reader. Not about
you. They don't want to hear about how
great you are, and how many wonderful
features your product provides.
They want to know how your product will
benefit them. How does your product make
their life easier or better? How does it save
them money?

9. INDUSTRY NEWS
MARKETING ADVICE
INDUSTRY ADVICE
READER
BLOG
CONTENT

10. WHY YOU SHOULD DITCH YOUR FAQ PAGE
if you need a FAQ page, you are not giving your
prospects the information that they need to
make a decision on your website
... it's also boring and difficult to navigate

11. WHAT TO DO INSTEAD
• Use FAQs as a starting point
• Add more - ask sales and marketing staff what
questions get asked most
• The most important FAQs get added to your
product pages
• The rest get turned into individual blog posts

12. Suggestion from
your team -
marketing, sales,
product dev,
service
IDEA
Content writer
creates copy,
finds suitable
image
CREATION
Share post with
current and
prospective
customers
PUBLISH
Evergreen
content for
social media
snippets,
newsletter, ,
REPURPOSE
Blog content
lifecycle

13. TYPE OF POST POLICY ON
AUTHOR BIO
EDITORIAL
GUIDELINES

14. PITCH PROCESS SUBMISSION FORM
PITCH REQUIREMENTS
SUBMISSION
GUIDELINES