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Developing a blog editorial calendar is a good idea for any blogger, even if the calendar is simply an intention to write articles related to a topic. Publishing content consistently on a blog gives readers fresh content to read; however creating content can be a difficult task because you can rapidly run out of ideas. By planning ahead you will make it easier to create content for a business blog because you spent some time thinking about what you should write about.
When it comes to business blogging there are three important strategies.
1) SEO – Researching the keywords that are important to an audience for the major search engines, and those keywords that are currently important to my blogging community. Something to bear in mind when conducting keyword research is that both sets of keywords are not always the same. Blog authors are often leaders in their community and what’s top of mind for them when it comes to topics for discussion may be different from what a customer is searching for using keyword phrases.
2) Public Relations – When I use the term “public relations” I am referring to public relations strategy rather than media relations outreach, i.e., how you develop content for a public relations effort. Public relations strategy describes the process of monitoring current conversations, understanding what’s important to an audience and thinking about what you have to say and how it connects with current issues. Today, if you write about any topic and put it in the context of the recession, the topic will be much more relevant.
3) Social Media – The process of writing blog posts and comment outreach that connects and builds relationships with people.
Now that I’ve joined ideaLaunch and I’m looking through the lens of content marketing I think I will add “content” to the list. A company’s goal for its content may be sales; however, the strategy for achieving that goal is to build relationships and develop content that people actually want to read. Interestingly for me, I described this concept of content quality in my book, Strategies and Tools for Corporate Blogging. I wrote about how several different disciplines, public relations, interactive marketing and journalism, have influenced blog writing.
1) PR = PR
2) SEO = Interactive marketing
3) Social media = interactive marketing & blogging
4) Content = Journalism
So allow me to add the fourth strategy of content to the three existing strategies.
4) Content – High-quality writing that offers value and meets readers’ needs.
John Cass is a freelance writer available on WriterAccess, a marketplace where clients and expert writers connect for assignments. WriterAccess is powered by ideaLaunch, a full service content marketing agency serving hundreds of clients and thousands of writers since 2000.
