I get it. The thought of continually having to come up with new blog posts is overwhelming…especially for businesses who are just now considering a content marketing strategy. Focal Point works with companies in industries that range from manufacturing to healthcare to the non-profit sector. Each time we start to talk about launching a new blog and developing a content plan, it’s always the same discussion. The biggest questions are: what am I going to write about and how often do I need to post to see results?
The key to making a content marketing strategy work is to take all the guesswork out of it upfront. The other important ingredient is to provide some flexibility in the schedule so a new blogger doesn’t feel as though he or she is failing if a post doesn’t get out right away. All of us marketers wear a lot of hats and sometimes things just get pushed back. This is why I try to simplify things as much as possible in this easy to follow weekly content plan.
It’s all about getting started, so here’s a sample content plan that would result with publishing 3 posts each week. Ideally, there will always be a Monday post, but beyond that there’s some flexibility. Most importantly, the topics for each post are super easy to come up with and you know exactly what type of post you’re going to be writing each day. Take a look at this super easy to follow weekly content plan for marketers…
Monday – How to Solve a Problem
This is the bread and butter post to start the week off with a bang. Every business gets frequently asked questions. Every business solves some type of problem in some way. This is your chance to tell that story. Put yourself in the shoes of your customer and use the similar situation sales tactic from Zig Ziglar. Basically it’s this – tell your customers how you solved a problem just like theirs for someone just like them.
This is where it’s a good idea to consider personas of current customers. How old are they? What types of hobbies do they have? Remember, the more the story on how your company can solve a problem is exactly relevant to that person, the better off you are in the long run.
Think of this post as a FAQ section of your site. What questions get asked all the time about your business? A good place to start is simply by going through emails to see if any questions stand out. Or you can take a moment to think about the questions that come in on your contact us form. For example, a plumbing company may get asked how often a hot water heater should be drained. Answering this question would make for a perfect blog post.
Another great place to look is in Google Analytics. I wrote a post all about educating prospects to turn them into better paying customers and in that post I share these simple steps below that are perfect for uncovering problems that need solved:
- Log into Google Analytics
- Drill down to the report showing the keywords driving organic traffic (in Google Analytics it’s under Acquisition->Keywords->Organic).
- Use the search feature within that report to find keyword phrases using words such as “how,” “what,” “why,” etc.
- Write down the top 5 keyword phrases within each of these searches.
Tuesday or Wednesday – Industry News
Every industry, every business has some type of go-to news source. It’s important to capitalize on creating content revolving around hot topics. Not only does it help establish your company as a thought leader and expert in that particular niche, it also really helps improve organic search results.
Do not try to reinvent the wheel here. Stick to a short recap on the news article, link to it with appropriate credit given and offer your thoughts on the topic. It’s that simple to do, yet can be incredibly effective.
Search out industry news sources and make sure you are signed up to receive any emails they send out. I know, I know, we all get too many emails, but in reality it’s still one of the best ways to make sure you don’t miss out.
Make sure you follow any industry news sources on Twitter and Like them on Facebook. While some will be better than others at posting updates, there’s still a really good chance if something big happens you might see it here first.
Finally, there’s always Google Alerts. Every single company should have Google Alerts setup for any and all keywords that pertain to services offered, brand names, competitors, etc. Not only does this help keep you in the know with what’s going on in the industry, but it’s a great indicator at what’s important in the eyes of Google.
Thursday or Friday – Spotlight on People
Think of this as your customer/employee spotlight. Kick back a little, have some fun and put faces with names. Maybe there’s a receptionist who has been answer the phone at your business for the last 15 years. Why not give that person some recognition while allowing customers to learn more about he or she? I’ve worked in this industry for a long time and inevitably a website’s “About Us” page is always one of the most visited pages. Why? Because people are interested in people…especially the people they do business with.
Likewise, your blog is a great place to feature customer stories. Not only does it give your customers additional exposure, it shows that you really care about them beyond just a business transaction. And when visitors to your site see a customer from a similar niche, they’re more likely to pay attention and relate to that content.
Look around you. Everyone has a story to tell. While some employees and customers may be a little shy, most enjoy a little extra recognition. You could even go as far as to roll out a customer of the month and employee of the month program. Right there is at least 2 week’s worth of content just talking about the winners and providing background information on the person being honored.
Ready to Create Your Content Plan?
It’s this simple to get started. Our team can help you come up with the ideas that will fuel your content marketing plan for months to come, but you’ve got to start somewhere.
Contact us and let’s chat about how we can get your company blog off the ground today!