To guarantee a panic-free approach to content creation you should adopt an editorial calendar.
An editorial calendar allows you to add order to your blog posts - and subsequent social posts and email updates if you wish - to ensure that you strategically implement blogging into your organisation.
1. Review key conversion goals and buyer personas
- What are your conversion goals? Do you need room bookings or newsletter sign ups or people to visit your location page?
- Who are your buyer personas? What content do they want to take in and what information do they need to succeed?
By answering these two points you can already build a bank of evergreen content - blogs that are timeless and reshareable - that will deliver results.
2. Research popular events and holidays
As well as evergreen content you need information that is more generic, entertaining and light hearted, by planning events and holidays well in advance you can improve your customer engagement rates.
3. Create goal metrics for your blogs
What do you expect to get out of your blog posts? You've already reviewed conversion goals and buyer personas so you should have a realistic expectation of visits, conversions and time spent on site - start to monitor if you're meeting these targets.
If not, something might need to change.
4. Outline a 12 month plan
By having a 12 month plan - with ideally at least six weeks of blogs scheduled at all times - you can react to industry news i.e. new software releases, unexpected impacts on your industry from the economy etc.
A 12 month content plan also helps you to plan other marketing and sales goals/activities. What sales goals do you need to reach on the back of your marketing efforts? How might PPC and Social Media campaigns be impacted or introduced to boost your blogging activity?
5. Promote and review
Always promote your content - don't expect it to sit there and for people to flock to it. Schedule social media posts, email campaigns and don't forget to get the word out on other blogs.
Review your analytics and metrics to discover what effect your efforts are having and how you can improve.
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