Just Like Companies, Bloggers Need a Content Strategy


blogsThere are many things you need as a blogger: a great site, an engaged following on multiple platforms and content–lots of content. But one of the things, I rarely see is blogger with a content strategy. And I believe all bloggers who are serious about building their brand need a content strategy.

So what does a content strategy look like?

Here’s a simplistic way to look at it.

Step one:
identify what you want to stand for.

This is probably the most difficult part. Even if you decide fashion is your thing, what is it about you and your fashion brand that will be differentiating with so many fashion bloggers on the Internet. And once you decide what you will stand for you need to make sure all the content you publish ladders back up to that brand you are working to build.

Step two:
what social channels are you going to use to build your brand?
On top of your blog, you’ll need additional channels for your brand. Instagram, Tumblr, Google+, Pinterest, Facebook, Twitter, Vine and YouTube…which ones are where your potential audience engages? And do you want to start them all up at once or light them up in a more staggered fashion.

Step three:
look at the role of each channel and what kind of content works on each.

So now you’ve decided your channels and what your brand is going to stand for and it’s time to decide what kind of content you’re going to put on each. You don’t want to be putting the same content on each as you will have some overlap of audience. And content should match the channel.

• Facebook is for engaging with fans: fun, contests, polls, sharing news, tips.

• YouTube is for entertaining: storytelling, educational content, how tos

• Twitter is for creating conversation: news, culture, testing ideas

• Instagram is for visualizing your brand: context for your brand, covering events

• Pinterest is for curation and inspiration: show your personality, drive to your website

• Google+ is for product demos, lifestyle content and SEO

• LinkedIn is for thought leadership, your company information, products, attendance at events

Step four:
decide what kind of content you will put on each channel.

So you need a plan and a content calendar. There are plenty on the web. Or you can just create your own Google spreadsheet. Map out each channel and the content you have or need to create.

Step five:
start publishing and cross promoting your content on your channels.

As part of the content calendar, cross promote content. use Twitter to link to a new Pinterest board. Drive traffic to your Facebook contest via a blog post. It’s a lot of work and will take time, but if you’re making your blog a business this is necessary.

One Response to “Just Like Companies, Bloggers Need a Content Strategy”

  1. Great advice. I find it’s easy to stray from the core of what I originally envisioned my blog to be. There’s a fine balance and I always need to keep that in check so that I don’t stray too far.

    Bicultural Mama

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