Blogging has long been one of the most powerful weapons in the content marketing arsenal available to business owners. It’s cost-effective, can provide plenty of value, and can offer viral benefits through social sharing. However, it’s not as simple as “build it and they will come.” There are quite a few steps that you need to get right in order for blogging to be effective.
Even if you intend to write each blog post on your own, you’re still going to need to budget for it. In fact, Forbes points out that the single most common problem in business to consumer blogging is not having the right budget in place. There are several things that you’ll need to account for, including the following:
Hosting: Unless you’re adding a blog to your own website, chances are good that you’ll need to pay for hosting. Free blogs can be useful initially, but you will quickly run out of space unless you host videos and images elsewhere and only link the content to your posts.
Assets: Blogs: Blogs like all other online content, have evolved to be more than just text today. While you have more leeway here than with other options, such as social media marketing, you do still need to use graphics to keep your readers’ interests. Stock photos and the like can get costly over time, so plan for this.
Marketing Costs: While blogging is a marketing method, you still need to generate traffic to the blog. That means getting the word out. You might go the PPC route, or use sponsored/promoted spots on social networks, or something else, all of which will cost you money.
You need to plan out when, where and what you’ll be posting well ahead of time. A good content calendar will help ensure that you stay on track with your blogging efforts. However, it’s not enough to know what you’ll post and when. You also need to think about things like timing (seasonality, consumer trends, market shifts) and a great deal more.
What’s the point of your blog? Sure, it’s about generating more success, but that goal is far too nebulous to be of any real use. You need a real goal here. What do you want your blog to do? Will it help others connect with your social media accounts? Will it inform readers about new products? Will it offer information about services? Will it answer questions your customers have and position you as a thought leader in the industry? Are you interested in building a community? Know the why of it all before you get started.
In a very small business, chances are good that you’ll be solely responsible for all aspects of the blog, but that might not be the case if you have a team in place. It’s imperative that you clearly delineate who is in charge of what, and when those duties must be performed.
With these tips, you can start to build a successful blog and reach your audience, but make sure you plan correctly.
Peppersack is a digital marketing agency base in Manchester, UK. Peppersack specialises in Inbound and Content Marketing. We build websites for our clients and support them with a range of services including campaign development, SEO, Content Generation, Social Media Marketing, technical support and analytics.
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