Why not having one can sink your blog? – WAU
“Failing to plan is planning to fail” Anyone can have a blog today. That’s the beauty of the web. Everyone can have a voice! But this does not mean that everyone will be heard. Thinking about launching your blog in a disciplined way will help you overcome the noise generated by the millions […]
“Failing to plan is planning to fail”
Anyone can have a blog today. That’s the beauty of the web.
Everyone can have a voice! But this does not mean that everyone will be heard. Thinking about launching your blog in a disciplined way will help you overcome the noise generated by the millions who are speaking at the same time.
Planning the launch of your blog greatly increases your chances of success. Know how:
Your strategy is where it all starts. Here you will define where you want to go with your blog. Without a clear path to reach your goal you will be walking in circles.
Think about why you wanted to set up your blog. Do you want more customers? Educate the customers you already have? Become a reference in your area of expertise?
How will you measure your blog’s results against your goals? Metrics are your indicators of success. You can measure: number of visits; business opportunities generated; contacts; sales among a number of other things. The important thing is to think about how to turn your goal into numbers.
Create a clear definition of success. Your goal is a description of your goal that lets you know whether you have achieved it or not. If you want to become a reference in your sector, how will you know whether or not you achieved this goal? Choose a metric and set a goal. For example: “Have 1,000 subscribers to my newsletter” or “100,000 fans on Facebook”. This will direct your efforts and prevent you from getting lost with initiatives that don’t get you closer to your goal.
Now that you have a clear definition of success I am going to teach you some tactics that will help you reach your goal.
This tactic is also known as “foundation content”. The idea here is to create 1 to 3 opening posts with a large amount of content. Think of the most relevant topic you can think of and approach it in depth. This type of content will form the basis of your blog. They are likely to attract links and shares. Use them as anchors for future posts.
A series of posts will help you get your reader back to your blog after the first interaction. Unlike the epic content, the idea here is to divide a very extensive subject into smaller posts. The advantage of this approach is that your reader will create expectations by waiting for the next parts of your series.
A guest post is an article by a guest author on a blog. This practice has long been recommended by SEO experts as a way to get links. There is a big discussion today about the effectiveness of guest posts as an SEO tool. With recent changes at Google, more aggressive forms of guest posting can be seen as buying links.
Even with these recent developments, guest posts are still a valuable tool in launching the blog. Your focus should always be on creating value for your readers and not on ways to appear on the first page of Google. With a guest post on the right blog you will expose your content to people with great potential to become readers of your blog, in addition to building your authority.
Rich materials are like free gifts that your blog will give away for free to your readers. The most common forms are:
Ebooks: The most common way to execute this strategy is to create an ebook to be distributed to your readers.
Templates: Starting a document from scratch leaves many people lost. Create a starting point for them in the form of a template.
Tools: Small programs and applications attract a lot of attention and have great perceived value on the web compared to other forms of rich materials. If you are not a programmer look for a partner or try to adapt an existing tool to your niche.
Spreadsheets: Spreadsheets are a simpler way to deliver great value compared to tools. If you don’t know how to program, try making a spreadsheet to automate or facilitate some process.
Checklists: Even the most experienced professionals can forget crucial details. Checklists are lists of important steps in a process designed to be checked one by one.
People love stories. Bring to your blog the stories and advice from leading professionals in your industry. This strategy has 3 advantages:
- It will increase the authority of your blog: With each new interviewee your audience will start to trust you more.
- Create exclusive content: No interview is the same. The questions and answers will always be different and this ensures that you have exclusive content for your blog.
- Networking: Your guests will enrich your network.
Interviews can take different formats such as text, audio and video. My recommendation is that you use the audio or video formats. These formats have a higher perceived value and can be used as a rich material more easily.
Podcasts went through a moment of great enthusiasm followed by a great loss of interest on the part of content producers. Difficulties in generating revenue and technical details like search engine visibility have alienated many people from podcasts.
Now with the end of all the initial hype we can see a clear resumption in the use of podcasts as a complement to its content and in some cases as main content.
The advantage of the format is that it allows your audience to consume your content in places where you normally do not have penetration. With a podcast people will consume your content while driving or at the gym, for example. In addition, many individuals assimilate audio better than images, creating a podcast will ensure that they are also well attended.
A webinar is an online lecture. The format allows you to interact live with your audience and answer questions. This creates a feeling of greater closeness between you and your audience.
An advantage of creating a webinar is that the fact that it has a specific date and time creates scarcity. This feeling will make the content of your talk have a greater perceived value.
After your webinar is over, you can easily convert it to a video and enjoy the same content again. This practice is important, also to not disappoint people who were unable to attend your webinar.
It is very common to try to put your blog on the air and jump straight to content production. You may think that your content alone will bring success. Make no mistake, planning may seem like a waste of time but without it your content will get lost in the billions of web pages.