So, you’ve followed my guide on how to create a small business blog on WordPress in under an hour, and now you’re ready to get started with creating content. But in order to maximize the return on your time investment spent your blog, you need to have a content strategy in place that will bring traffic to your site, of people that will be most likely to convert into paying customers.
Not sure how to create a content strategy for your small business blog? Let me help– keep reading.
Realise that the blog is not a place for company updates
The number one mistake that small businesses make with their blog is that they use it to update on company news, job openings, new hires, etc. To be completely blunt about it, that is EXTREMELY boring and no one, not even your current customers, will care.
What they WILL care about is content that helps them or makes their life better. But we’ll get into that.
Look at your blog as a way to provide free value
Content marketing is most successful when you use it to provide free value to potential customers. By creating FREE content that shows your expertise and makes the reader’s life better or easier in some way, you’ll make them think “wow, her free stuff is so helpful, I can’t even imagine what I’d get if I were to [buy her e-book, book a consultation, etc.]”
A site that does this well is The Write Life. Even though the site sells e-books for budding freelance writings, there’s tons of FREE, valuable content on the site.
Ready to create your own content strategy for your business blog that will bring you new customers?
I’ve created a worksheet for you to be able to do it yourself. Click the button below to get the download and get started.
Keyword research is key
A huge part of your content strategy needs to involve keyword research. What does that mean? Doing keyword research is to find out what your ideal customer is searching for in Google and creating content around that keyword (phrase that they’re typing into Google). In my post about how I grew The Abroad Guide to 50,000 monthly visitors while working full-time, I talked about how when I first started the site I only created content around what I knew our ideal reader (study abroad students) was searching for, and to this day, search traffic accounts for over 25,000 visitors to the site each month. I’ll soon write a full post on how to do keyword research, but for now, here are a couple of easy ways to start creating content around what your ideal customer is searching for.
What do your current customers want to know?
Think about the questions are you often asked by your current customers and plan content around that. You can also create a list of the questions and problems that you had before you became an expert in your field, and write posts for that. As an example— when I was brainstorming post ideas for The Abroad Guide, I thought about what I didn’t know before I studied abroad and what I was searching the internet for— things like what to pack, how to keep in touch with your family while you’re abroad, etc.
Use Google autofill
You know how when you go to Google something and that box pops up with search suggestions? Those suggestions are great for thinking of post ideas, especially because Google suggested those keywords because other people are searching for them too— a great sign When thinking of keywords and post ideas, you should also use Google to see what the competition is like. If there are tons of other similar blog posts already written, consider getting more specific with your post in order to reach a more niche audience. For example— instead of “How to Use Twitter”, try “How to Use Twitter to Promote Your Salon”— while less people will be searching for Twitter help for their salon, you’ll have little to no competition and will therefore appear really high up on the search results page.
Choose your content categories
I recommend thinking of 3 content categories to start off with and using those as a jumping off point for creating your initial content. For example, for this site, I’ve started with Social Media, Blogging, and Small Business Advice as my three categories, and every piece of content that I create needs to be able to corralled into one of those categories. This will help you to keep your focus while you’re finding your feet with your content and direction of your site.
Establish your tone of voice
Tone of voice is important, but just because this is a blog for your business doesn’t mean it has to be ALLLL business. Let the tone of voice of your writing reflect your personality and that of your business too. That being said, even if your business is “serious” or not particularly fun, that doesn’t mean you can’t inject some fun and personality into your copy. Your readers will connect with that, and it will help keep your content fun and interesting. No matter what you decide your tone of voice to be like, just be sure to keep it consistent throughout all of your content.
Write down your content strategy, and refer back to it frequently
Ok, now that you’ve done everything above, it’s time to record your content strategy so you can always refer back to it to keep yourself on track. It’s also a good idea to have it recorded in case you ever bring on an editor or another writer— you can send them your strategy so they can get familiar with it before they start working with you.