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  • Writer's pictureGrant Ongstad

Blog Strategy Made Easy [Just Answer These 3 Questions]

Updated: Aug 12, 2022


“What’s your blog strategy?”


“My what?”


“You know. Your blog strategy?”


“Well…I guess I think about what I want to write about and I do that.”


“Who do you want to read it?”


“Everyone!”


While an exaggeration, the truth is most businesses don’t put much more thought into their blog strategy than this.


What happens is businesses feel compelled to have a blog so they put a little thought and effort into it and then drop off after a few months. If they even last that long.


It’s a shame. Most businesses treat their blogs like a company newsletter or something to let the interns handle instead of the powerhouse of an inbound marketing tool it is.


  • 83% of SaaS website traffic comes from organic blog reach

  • 9 out of 10 large SaaS brands have a well maintained blog


The good news is that a blog strategy isn’t as complicated as some make it out to be - save all the talk about pillar pages, market analysis, and the SEO jargon - the fundamentals are the fundamentals.


All it takes is a little bit of planning, discipline, and answering 3 questions


  • Why Am I Writing a Blog?

  • Who Am I Writing For?

  • What Am I Going to Write?


Why am I Writing a Blog?


Well, why?


If you answered “to promote my business”, sorry - not specific enough. What outcome are you hoping to achieve by writing your blog? Can the outcome be measured?


For example, it could be things like -

  • “I want to grow our subscriber list so we can generate more qualified leads.”


  • “I want to increase organic search traffic and rank better on google.”


  • “I want to increase sales by educating our current customers on other product offerings.”


  • “I want to improve brand recognition and get more social shares.”


Can you have more than one “why”? Of course! But for now, just focus on one.



Once you’ve answered ‘why’, measure it. If your goal is subscribers, keep tabs on that email list. If your goal is qualified leads, make sure you’re having conversations with sales and tracking lead-source. If your goal is traffic, consistently track google search console or your website provider’s metrics.


Who Am I Writing For?


Your who has a lot to do with your why. Think carefully about the answer to the first question. Combine what you know about your current customers and think about what might motivate them to take the desired action that achieves your goal.


Let’s say you’re a SaaS provider selling a CRM that helps Insurance Brokers run their business.


If your goal is to increase brand awareness, you’ll have to appeal to a wide range of people who might be curious about a general pain point they have.


Based on our example, I’m thinking about insurance brokers, brokerage owners, underwriters, and insurance agency leaders.


If the goal is to sell more products to existing customers, then we are writing for existing users of the product - those that configure, administer and manage the product - like the brokers, the system administrators or the product owners.


What Am I Going to Write?


Now that you’ve identified the why and who - what do you actually write about? There’s a few things at play. You need to ask what content will push the type of person to take the action you’d like.


Taking our example of the SaaS provider, what information would get someone to share content in their social media platform?


  • A white paper study on the benefits of democratizing CRM use to small brokerages

  • A blog on top 5 issues that can occur during CRM implementation


What would get someone to request to talk to sales?


  • Testimonials from people who use the product

  • A comparison blog between their product and competitors

  • Case study on how the product solves a pain point for an existing client


Examine the why and who. From there you can generate a list of ideas, which will foster more ideas.


….And Repeat


Remember when we acknowledged that we may have multiple “whys”?


Well, then we have one why figured out and rolling, we can start at the top and do it again. Eventually you’ll have multiple blog strategies running concurrently and the exponential benefits that come with it.


Conclusion


You don’t need to be intimidated by blogging. The barrier to entry is low and the rewards are great. In the case of blogging, some is truly better than nothing.


If you can answer the why, how, and what, with some discipline and consistency you can build something great.


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