On the 12th Day of Christmas

Blogging Content Marketing Strategy

Blogging & Content Marketing Strategy

On the 12th day of Christmas my true love shared with me 12 blog posts …  11 quote graphics, 10 optin pages, 9 webinars, 8 autoresponders, 7 free reports, 6 videos, 5 infographics, 4 articles, 3 slideshows, 2 Kindle books, and a new cover for my Facebook page.

Blogging experts often talk about how your blog can help you establish authority and credibility in your niche.  But how does that happen?  How can a bunch of random, unrelated, short articles generate authority for you in the minds of your readers?

For me, blogging has been the core or the hub of my content marketing strategy, around which all my other content revolves.  Even if you don’t like to write (there are ways around that), consider these reasons why blogging could serve as the centerpiece of your content:

1. Your blog can become a centralized, organized repository of all your ideas related to your niche or industry.

2. Over time, as you clarify your message about all the various topics and subtopics in your niche, you will come up with better and better ways to describe each fine point you want to teach your prospects.  I am always looking for different analogies or metaphors that will help me get my main points across or new ways to illustrate my process with flow charts, diagrams, and such.

3. Adding new blog posts on a regular basis lets readers see that you keep up with changes in your industry.  It gives you a chance to reflect on those changes and think about how you might want to shift your business to respond to changes in your marketplace.

4. Once you have some well-written blog posts with really good explanations of the problems your clients face, and the solutions you can help them implement, you can reference links to those blog posts in many places.

5. You can also use the main concepts from those blog posts to create other content in differing forms, from slideshows and videos to e-books and infographics, or grouping a series of blog posts together to be published as a book.  But before you can create really good content, you have to know the clear message you want to share — and blogging helps to refine that message.

It can be challenging enough to start developing content in a form that is less familiar and involves more technology.  If you’re not already clear about the message you want to convey, then it can be a nightmare and will generate boring, disorganized, uninformative content!

Getting clear about your message is a verbal process.  Whether you write it down, speak it aloud, create outlines, mind-maps, or doodle diagrams, it is critical that you explore deeply and then verbalize what makes your business, your message, and your services or products different from your competitors.

Don’t forget to include the viewpoint of your customers now and then, as they grow to benefit from and appreciate the wisdom of your message.  They will be able to add a new perspective to what you’re already saying about your core teachings — and that, in turn, can spark new ideas in your own thinking.

So your thinking-out-loud conversation will continue to deepen and expand.  Be sure to capture it all in your blog posts on a regular basis.

Do you use your blog as a way to document your core processes and your primary thinking about the problems and solutions in your market?  How do you decide what to write about (or talk about in videos or podcasts)?  How do you keep your topics fresh and engaging to your clients and prospects?

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