A Blog Without a Strategy Is Like a Ship Without a Compass
In 2024, 7.5 million blog pieces hit the web daily, spread across the 600 million blogs that exist online.
There’s a lot of advice out there on ‘just get started’ or ‘put yourself out there!’. But in an ocean of web content, how would yet another random post stand out?
A lot of creators feel like they’re just throwing spaghetti at the wall with their content. They’re creating social media posts, blog articles, maybe even videos… but nothing seems to stick. It’s like shouting into a void.
If you’re a solopreneur dreaming of denting the internet with the next big blog, an average blog won’t cut it. You need a masterpiece.
Just like musicians playing in an orchestra without a conductor, individual content pieces without strategy are just adding noise. Without direction, you’re just creating content for the sake of creating content, and let’s be honest, who has time for that?
You need to know exactly where you’re going with your content and why.
That’s why you need a ‘content strategy’ – your guiding star in the digital dark.
Content Strategy for Beginners (No B.S., Just Results)
Most new blogs I know of lack clarity and direction in the content, with some exceptions.
Take the case of the ‘Minimalist Baker’.
The culinary niche is thought to be the most fiercely competitive of them all, with 42.8% of niche blogs being in the food space. Somehow, one has risen above the rest by staying laser-focused on its mission:
- What will the blog do? It will publish simple, plant-based recipes that require maximum 10 ingredients, maximum 30 minutes, and 1 bowl to prepare.
- For whom? For busy home cooks interested in healthy eating.
- How? With step-by-step instructions, photos, videos, and recipes. And by partnering with stores that sell healthy ingredients and have massive reach, like Whole Foods.
- Where? Through its blog, newsletters, social media, and eBooks.
Your blog won’t work unless you tailor it to emphasize on your Unique Selling Proposition (USP) for maximum impact.
That’s why the Salesforce blog has tons of educational content on pain points of its target audience. Salesforce is in the business selling solutions that make customer relationships easier for other businesses.
Patagonia sells the same commodity (outdoor clothing and gear) like so many others out there. But it uses its blog to tell its story. Once you’ve read the blog, Patagonia isn’t just selling outdoor gear to you – it is selling a lifestyle and a commitment to the planet.
The importance of content strategy in marketing is amplified for small businesses. It’s how you shift the dialogue with your customer from the price point to something much larger. You switch to the language of rational and emotional appeals.
Your blog could revolve around telling your brand purpose:
- It could differentiate your positioning along specific attributes like price or quality.
- It could talk about a cause and help build a community.
- It could offer a personalized experience. It could help you amplify your identity.
- Or it could be designed for maximum engagement centered around authenticity.
Your content strategy is the overarching plan that will direct all subsequent creations and marketing.
Wearing the hat of the strategist, you’ll have to come up with a content strategy that doesn’t suck. You’ll need to uncover buyer personas, develop digital assets, communicate brand promises, and tell your best story to drive sales.
Let’s begin.
7 Questions To Create A Content Strategy For A Small Business
1. “Who’s the Lucky Audience for Your Blog?”
Who’s reading your content?
You can’t create effective content if you don’t know who you’re creating it for. Consider their demographics (age, gender, location, etc.), interests, pain points, goals, and where they hang out online (social media platforms, forums, etc.)
What are their woes or desires? How are you going to be their favorite problem-solver? Can you use your content to become the hero they didn’t know they need?
You’re not going to be just another face in the content crowd.
You’re going write for the right audience, at the right place, at the right time.
2. “What’s Your Blogging Superpower?”
Your blog can help you with much more than chasing revenue and fame. It’s your chance to connect with like-minded folks and build a community. Used wisely, a blog can become a powerhouse for perpetual engagement, interaction, and reputation management.
Make your blogging goals ‘SMART’ (Specific, Measurable, Achievable, Relevant, and Time-Bound), and you’ll stay on course; each post should ultimately steer traffic to your site.
3. What’s Working And What’s Missing In Your Content?
Next up? An Audit. Google analytics, keyword research, and social media insights can tell you what’s working and what’s not. It’s all about figuring out what your readers want and making sure they find it.
4. “What Kind of Posts Are on Your Radar?”
What content formats will you use? Text blogs, eBooks, infographics, podcasts? Or the new star, short-form videos? Make sure to add plenty of calls to action, such as sign-up forms. Having a direct line to your audience is key for long-term success.
5. “How Will You Keep Your Blog in Check?”
Content governance is about setting the rules for creating, publishing, and maintaining your content.
- Who’s Behind the Keyboard? Decide if you’ll be the content creator, hire pros, or bring in a manager.
- Pinpoint Your Content Pillars and Clusters. Start with a main post (the pillar) and then branch out into related posts (the clusters) to cover every angle of your topic.
- Stick to a Playbook. Use brand guidelines to keep your content looking and feeling just right.
- Map Out Your Content. Use an editorial calendar to plan themes and schedule posts. (Stay Organized, My Friend)
- Repurpose Like a Pro. Recycle your best posts across formats and give them new life across channels. (Don’t Be Shy!)
6. “How Will You Score Success?”
What gets measured, gets improved. What key metrics (time on page, bounce rate, scroll depth, and customer feedback…) would best help you track how your content is performing?
7. “How Will You Spread the Blog Love?”
Once your strategy is set, you can double down on your digital marketing. Here are some suggestions:
- Schedule ‘guest’ blog posts to build authority in your field and drive traffic to your site
- Give free eBooks to boost email sign-ups and generate leads
- Tap into social media to go viral
- Produce engaging videos showcasing your products or services
- Use quizzes and polls to up your engagement—they can boost interaction by up to 50% and make your content more fun
Takeaways
A 2023 report by the ‘Content Marketing Institute’ says that businesses with a documented content strategy are 3X more likely to crush their marketing goals.
Waiting for a sign from the universe? This is it. Go forth and conquer!
