How do You Develop a Blog Content Strategy?

This is what gets most people stumped - "but I have nothing to write about," they tell me. Jason Falls reminds us that good communications starts with a plan that has goals and objectives, a solid strategy an an execution on top of that. Seth reminds us of something else though, which is where it all starts. With the right attitude and approach.

Not long ago I gave you 50 content ideas that create buzz, and 100 thoughts on marketing - they were by far the most stolen popular posts here. Why? Because after all that, after talking about asking the right questions there is still a need to know how to go from start to success.

Dealing with attitude and approach

• be passionate about doing it
• write what you're passionate about
• stick to what you know - and ask what you want to learn
• think connections of ideas and concepts
• think people - who are you talking with? [be very specific]
• create context by telling your story
• connect people
• honor your community
• respect your readers' time - it's about them
• help them get something done
• be open [vulnerable works, too]
• make more of what you know, don't take yourself for granted

You get the idea. If you're excited about making a start, then you know how to deal with the business goals and can get on board on a content strategy. You're not convinced?

Think about the self talk: "I have no time," "there's nothing to write about," "how am I going to keep up with it?" Starting with the plan is easy, sticking with it has everything to do with attitude and approach. You can change both, it's up to you.

How do you develop a blog content strategy?

© 2006-2009 Valeria Maltoni. All rights reserved.

Comments

[Gee Ranasinha]

I was stuck in a similar rut - constantly trying to think of appropriate topics to write about. Then I realized that my motives for writing posts had changed. At some point in time I had subconsciously shifted into thinking that writing my blog posts was a chore, a 'necessary evil'.

I took a step back and re-evaluated about why I was bothering writing a blog at all. Was I writing just for the sake of ensuring that new content (relevant or not) was up there?

No. The reason that I started blogging was to inform, sometimes to educate, and sometimes to challenge established thinking. Sometimes to expand my own thoughts and ideas that I may not even post on my blog. I remembered that I was writing for myself as much as for my readership.

Reinstating the reasons of why it is that I write, for me, helped refocus and realign my content strategy. It's given me a raft of new ideas that I may flesh out into posts in the future. But more than that, it's given me new enthusiasm to share and contribute.

[Matthew Ray]

As far as I've seen, your attitude and passion (as you've stated) are the most important parts of being an author of a blog. Like yourself, Brogan, Seth, Jason, and most everyone reviewed on Scribnia.com, you all have the passion to write about the things that matter to you.

I think it is very hard to tell your company to blog without an approach and action plan, as well as chosing the people to be authors.

I think companies/people trying to jump into the blogosphere need to take the time to educate potential authors, quiz them on their passions (the topics in your blog strategy), rate their commitment, and then decide with your team who the most passionate authors will be.

After that time is taken to review your own members... and with continued education on new practices, those writers may start to take things to the next level.

Bottom line -- if your authors don't care... youre readers don't care.

[AbhinavatST]

My company sells two web apps geared towards smbiz. Rather than just focus on invoicing and scheduling (a rather small niche) on our blog, I decided to focus on:

1. Acting as a filter for all smbiz tools (in conjunction with Twitter)

2. Posting entries from the perspective of a small business using social media to find what works.

Our readership is slowly but surely increasing, and thinking about all of this ahead of time helps us avoid blogging only about product updates and blatant "plugs."

[Jason Falls]

Excellent list of pointers. Going in my cue to share with folks. Glad my little tome came in handy there.

[Jon Clements]

Our blog used to be a concentrated effort by a few enthusiastic people and the results were clear. But, there's no doubt, it's a difficult momentum to maintain unless you get organised.

We've now established a blog editorial team whereby everyone brings their ideas to a weekly meeting and we choose relevant topics to become posts.

Initially, people were self-conscious about having to "talk social media", whereas all we needed was for them to talk about the media and PR issues that inspired them. Now that's understood, and we've given the blogging process more structure, the blog is not just "something out there" but an integral part of our business communications.

[Susan Young]

These are good tips that definitely can help get people started. You are right- Attitude does leak into your written words. Being passionate, relevant and transparent are key to writing.
I host blog content webinars every week and most people are stuck. We need to get out of our own way. Make it fun!

Susan (www.getinfrontblogging.com)

[David Reich]

Some good advice here, Valeria.

I agree that passion and focus are key. Also, if you happen to have nothing to say at the moment, then it's ok to be silent. I've seen some blogs degenerate into blather simply to have a new post up. But that's doing a disservice to your readers by wasting their time.

When I began blogging, I felt I had to have a new post up every day or at least every other day. Eventually I realized that, for me at least, it's ok to be quiet for a few days.

Sometimes, less can be more.

[Stuart Foster]

Defining and clarifying your content approach is absolutely essential for creating the consistent dialogue necessary for maintaining a fantastic blog.

Great list of pointers Valeria. Thanks :)

[Teresa Basich]

Passion! Passion, passion, passion.

Blogs have to be driven by passion and strategy. Without some sort of focus there's no awareness -- you'd just continually ask yourself, "Okay, what should I blog about today?" That question is daunting and usually makes bloggers either scramble uselessly to find a topic worth writing about or put posting on the backburner altogether.

A strategy also keeps you aware & always thinking about what what industry topics you'd like to address, questions you'd like to pose to your community, and news you'd like to discuss. It helps you focus what you pay attention to, thus giving you less to filter through. The less info to filter, the easier it is to produce good content (regularly) because you're not bogged down by too many ideas.

Strategy = focus and awareness, two incredibly important factors in creating useful and compelling content on a regular basis.

Great tips, Valeria!

[Aysel Vandeventer]

I'm new to the engaging world of blogging. Listening, reading and observing is what helps me for now. My strategy is to get inspired by other bloggers and my co-workers. Passion translates into words and engages readers much easier than discussing a topic that doesn't even interest you. Your posts always help me to refine my blogging approach. I really think there's never one defined strategy to blogging, it's ever changing and refined.

[David Spinks]

Blogging has been a bit of a roller coaster ride for me. It's had it's times of great speed and excitement and times where I've felt like I'm fighting a losing, uphill battle. You're absolutely right, attitude is key. Regardless of your successes and your tribulations, if you have the right attitude, you can stay the course. Giving up is easy. Pushing yourself through those tough times is where you really grow.

Great tips. Great reminder.

[Michael Zipursky]

Lovely post Valeria. To some this will be something nice to think about, for others it will be a subtle kick in the butt!

[Valeria Maltoni]

@Gee - it's really good to take a step back sometimes and reevaluate why we do things. Most of the time we've changed and we forgot to tell ourselves. The enthusiasm needs to be there. In sports they call it the love of the game.

@Matthew - thank you for the kind words. the people who want to be authors sometimes can do better than others who the business may select. "Bottom line -- if your authors don't care... your readers don't care." Bingo.

@AbhinavatST - I like the idea of helping simplify someone's life, being proactive and expansive with your thinking and sharing. Keep at it, listen, tweak, and you will see the results.

@Jason - you know I always go for a good story.

@Jon - I like how you describe the evolution of your work, from let's do it, to how can we integrate it and make it part of the process so we build on it to everyone's benefit?

@Susan - getting out of our own way is usually part of the human condition. And yes, we can do that if we take the time to relax into it.

@David - that's where a plan comes in to the rescue. Many organizations think that it all needs to be about them. The fun begins when it is about helping others "see" each other, learn about interesting projects, etc.

@Stuart - thank you.

@Teresa - I agree with you on being bogged down by too many ideas. In this case, having an agenda works wonders to cut through the clutter. Those who focus their agenda on the needs of their readers, they are the ones paying attention. Well said!

@Aysel - we're all new to new tools and ways to communicate at some point or another. You're asking many good questions, there are tons of smart people here in the comments, so feel free to follow the links and connect with them as well.

@David - your blog is at the top of my reading list. You have a lot going for you, including my driving to center city so that I could support your work ;)

@Michael - I tend to do the butt kicking in subtle ways, you caught me.

[Jeremy Campbell]

Thanks for the tips.

I like the idea not to force writing blog posts but to write them only when you are into it. While in the zone write 2 or more posts and release them over the following days ahead.

Also remember to be authentic, human, and write in a conversational tone.

[Brian Driggs]

This really is a great post.

It's easy to get caught up in the excitement of a new site project. You've found a new niche and you just know you can fill that niche, help people out, and maybe get a little something for yourself out of it, but if you start building before the foundation is completely set, you're going to make things harder than they need to be.

Recently, I've had an idea for a new site and I'm so excited about it that I'm actually losing sleep thinking about it. (Which is awesome.) This post is great reinforcement that I'm doing many things right, but a reminder that now is the time to pull the focus back to see more of the picture at once. Now is the perfect time to consider who I am trying to help and how I'm going to do it.

I need to always have the connections in mind - people to ideas, people to each other. Having a strategy in place makes it possible to provide that real value to my readers, but also to provide that value consistently and reliably.

[Alex]

If you market to everyone you market to noone. Focus on keeping your "tribe" engaged and motivated. You never know when your hard work and efforts are going to explode into growth. If you study the most successful people out there they work hard at leveraging the right message through the right forums. I'm not anywhere close but every piece of knowledge makes me stronger.