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Taking the “Blah” out of Blogging
#1: Find your voice.
Stephanie Schwab’s “Finding Your Brand Voice” chart:
Align your writers. Extend the review process. Keep an editorial calendar. (More on that one later)
#2: Find your writers
Incentivize internal bloggers. Offer your editing services. Reach out to partners, customers, and thought leaders.
#3: Don’t bite off more than you can chew.
Set a cadence, and keep it. Schedule posts ahead of time. Meet regularly with stakeholders to discuss guidelines.
#4: Find your sweet spot.
What you know about What your audience cares about
If you must be promotional, use the 411 rule. Pay attention to the comments. Share what you know.
#5: Create an Editorial Calendar
Get important events, announcements, etc. on the calendar ahead of time. Align with PR, social, content, and product. Spread out the feasts and famines.
#6: Test and Recalibrate
Top-funnel/ “Vanity” metrics First-Touch and Multi-Touch attribution Continually re-calibrate
RECAP:1) Find your voice2) Find your writers3) Chew your food4) Stay in your sweet spot5) Keep a calendar6) Test and recalibrate