Published on Aug 24,2015
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As marketers in a consumer driven world, it is necessary to understand how to communicate with the audience in a way that they prefer. And in today’s atmosphere where social media reigns above all, consumers are constantly looking to absorb new and innovative content. One of the best ways to reach out to the target community is through a blog. A blog is a direct representation of the personality of a brand or an individual which is maintained through regular and consistent posts that are attractive to a specific audience.

Starting up a blog for a brand is an excellent way to engage with the audience and build a relationship without hard selling. It’s not that difficult; just pick a niche, obtain a URL and get started. Here are 7 important tips to blog your way to success.

1. Identify your audience

It is important to know who you are talking to before starting a blog. Having an abstract idea of the audience and lack of clarity about what segment to target will leave you with a haphazard blog. Try creating a few consumer persona. Identify demographics, personalities, behavioural traits, purchase patterns and chalk out the various target segments. Model your blog based on the requirements and preferences of these consumer segments.

2. Cultivate your personality

A blog is the voice behind your brand. It is an online personality of the company being reflected in the digital space and the tone and behaviour that the consumers will associate with. Cultivate a specific personality and let it shine through your content. Ensure that this personality is maintained across all communication channels. Whether you chose a young and vibrant outlook, or a more serious and sophisticated style, it needs to remain consistent across all marketing platforms.

3. Make a marketing plan

Chalk out a promotional plan and a marketing calendar before you start your blog. Know exactly what you want to post and when you want to post it. Identify various events, occasions and specific dates around which you can create engaging content for your brand. While planning the promotional calendar, ensure that your posts are regular and steady. Posting too much in a single day will drive readers away. In the same way, not posting enough will hamper you.

4. Optimize the effectiveness of your content

Just writing new content every week is not enough. It needs to be attractive and hook readers. Use elements which are striking and will instantly draw the crowd. Infographics, videos, pictures, presentations, sounds; add what it takes to make your content come alive for audiences. Include keywords in every post and add internal and external links to make it search friendly. Your blog is not going to take the brand anywhere if it remains hidden in a corner of the internet. Optimising content using organic and inorganic search tools is crucial for a successful blog.

5. Engage your audience in conversations

Your target audience will keep coming back only if they find that the content resonates with them. A blog is not a one-way communication system where you disseminate mundane information. You need to find topics that are being talked about in the present moment and highlight them in your own specific way. Find new and topical content and mould it around the brand’s personality to connect directly with the audience and encourage conversations online as well as offline.

6. Allocate specific resources

A blog is an independent venture on its own and should not be managed as an inconsequential job. It will be the path for users to find your brand, and so it needs to be managed effectively. Allocate resources specifically dedicated to the blog; sign on experienced writers, photographers, digital analysts and make your blog a self-sufficient entity which drives readers to the brand.

7. Measure, analyse, evaluate

You will know if your digital marketing strategy is a success if you measure its progress. It is the same with a blog. You need to track every step to measure the results and enhance your subsequent content creation. Through various analytical tools keep track of data, including daily visits, clicks, time spent, social media collaborations, virality and search results to study the growth rate of the blog and to tweak the promotional plan wherever necessary.

Blogging has taken off in a big way and most companies, small and big are using it to optimise their digital marketing strategies. The growing preference has made blogging a viable career choice for many. As a blogger, one is required to be constantly up-to-date with the latest happenings around the world and in the specific industry of interest. It is also the bloggers responsibility to devise engaging strategies and create relevant and interesting content to provide an appealing voice for the company and attract more users. It is important to be well versed in SEO tactics to ensure that content is keyword rich and grab maximum eye balls. Besides writing and developing new content, a blogger also needs to be adept at marketing the blog through various online channels and promoting the brand’s activities for maximum customer interaction.

If a company’s blog satisfies the keys rules of audience engagement, delivery of information, and acting as a conversation starter, it will be well on its way to become a case study of digital marketing success.

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Published on Aug 24,2015

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