The answer: by having a strong, executable strategy.

Just like a football team wouldn’t go into the game without a strategy, a goal and some specific, practiced tactics, online marketers can’t go into the game unprepared. Now, strategies are often complex and if you have access to a professional content strategist, this is the time to call them in. But, to get your started if you are doing the strategy on your own, here are a few key elements or questions to consider:

What is your mission?

Think of this as a reverse pyramid–going from macro to micro. Not only are you defining the strategy of the blog, but you’re defining it based on the larger goals of the organization. At the top of that inverse pyramid are the macro goals of your organization. What are they? Next, identify the overarching online marketing goals–goals that encompass all online marketing efforts, from website to social media and back again. Finally, identify, based on those larger goals, what that goal of the blog should be. And what tactics you’ll use to reach those goals.

This mission document/goal-breakdown will inform everything else you do.

Who are you talking to?

Define your audiences and rank them in order of importance. If you run a travel blog, are you after world-travelers? U.S. travelers? Those who dream of traveling? Budget travelers? Define who you want to read your content and, from there, define your topics, because your content should speak to this audience’s pain points or pleasure points.

What will you say and how will you say it?

Based on the audience and goals you’ve identified above, how will you make sure your content A. supports your goals and B. supports your audience. Coming up with topics, tactics and maybe some good old market research will help you leverage each post to the fullest and know when a topic idea doesn’t fit your blog’s needs.

How much time will you devote and what can you do with it?

This is a hard one. It’s where you measure what you want to do against what you can realistically ask of yourself or the staff you’re working with. If you can only devote a couple hours per week, you may not be able to post every day or respond to every comment or promote on every social network. So, be realistic–what can you do with the resources and time you have? And how can you make that time work best for your blog’s goals?

How will you get readers?

You’ve identified the audience(s) you want, so, how you do you get them to your blog? First, figure out where you audience congregates. If you are a food blog, you may advertise on other food blogs or participate in the community on Yelp. If you are a real estate blogger, you may engage with Active Rain or Zillow. Etc. For each blog, your strategy for bringing in readers will be different. A reader may want to connect with his favorite animal shelter on Facebook, but not his neighborhood mechanic. Find out where your audience is and whether they want to connect with you there. Then, document, test, document, test and go!

Our next content meet up will be discussing chapters three and four of Kristina Halvorson’s Content Strategy for the Web. Please read below and RSVP if you are interested in attending.

Details on our next meeting:

When: Wednesday, December 8th at 6:30PM

Where: 2500 East Second Avenue, Peet’s Coffee & Tea

What: Read chapters 3-4 of Content Strategy for the Web and come with questions, discussion points and thoughts.

What else: Please RSVP via email , Twitter or phone: 303.656.5020.

Thanks!

Details on our next meeting:

When: Wednesday, November 10th at 6:30PM

Where: The Tavern Wash Park (1066 S Gaylord St)

What: Read the first and second chapters of Content Strategy for the Web and come with questions, discussion points and thoughts.

What else: Please RSVP so that we get a big enough table for everyone.

Thanks!