Planning Your Blog

25.07.2017 |

Episode #6 of the course Blogging for business: Learn how to write blogs that convert by Abidemi Sanusi

 

What you’ll learn today: How to plan a successful business blog.

A successful blog doesn’t happen by chance; it requires planning. And just because yours is a business blog doesn’t mean that it has to be boring either. Experiment with different blog types to skyrocket interest in your blog, increase engagement and shares.

 

The key to a successful blog

The key to a successful blog is as easy as having a blog schedule. This eliminates the Monday morning panic about what to blog and who is writing it.

Ideally, your blog schedule should have seasonal dates, for example, Cyber Monday, locked in, so you can write blog posts around those topics and keep it relevant.

You can view an example of a blog schedule here.

To increase engagement with your blog (and ultimately, your business), you might want to send your subscribers your blog posts to their inbox.

Your email newsletter provider should be able to do this for you. You may even have an internal newsletter tool that you can format for blog posts.

We use Active Campaign, and this is what our blog updates look like in our subscriber’s inbox.

We just use an RSS feed from the blog and schedule it to go to our subscribers once a week, and that’s it—it’s all automated:

You don’t have to send blog updates only. Your blog posts could form part of your weekly newsletter to your subscribers (and if you’re not sending newsletters to your subscribers, why not?).

 

How many times a week should I blog?

It’s all about capacity. I would recommend at least once a week. If you can do twice or three times a week, then do that.

The key is consistency, and you’re more likely to blog consistently if you have a blog schedule and a frequency that you can maintain. That builds expectation for your readers. There are some websites that I visit daily (or weekly), because I know their blog schedule and I can’t wait to read their content. Because they keep to their blogging schedule (i.e., keep to their blogging days), I’m more inclined to trust their brand and buy from them—they’ve proven that they can be reliable.

 

How long should my blog be?

How long is a piece of string? Think quality, not word count. However, if you’re into numbers, then aim for a minimum of about 500.

Also, you may want to have an epic blog post (2K words minimum). These types of posts tend to do well in search engines results and are definitely worth the labor investment!

In today’s lesson, you’ve learned why planning your blog is one of the factors for its success. But how do you actually write blog posts that convert?

Tomorrow’s lesson: Writing your blog.

 

Recommended book

Content Inc.: How Entrepreneurs Use Content to Build Massive Audiences and Create Radically Successful Businesses by Joe Pulizzi

 

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