You already know that you should use blog articles to market your product or service. However, you may be struggling with deciding what articles to write to raise awareness, demand, and thus the sales of your product or service.
The good news is that there is a structured approach that you can follow in order to consistently deliver high-quality content.
How to Determine What to Blog about for Your Small Business Marketing Plan
1. Organize Your Blog Articles into Keyword Themes
For Search Engine Optimization (SEO) purposes, you should break each set of articles into keyword themes.
What are the keyword themes?
I’ll use our website as an example. There are several keyword themes that we focus on building the content for this site, for instance:
- Marketing Strategy
- Social Media Marketing
- SEO and Link Building
- Market Research
Within each theme, we plan to publish anywhere between 20 to 40 articles over the given span of a campaign. This current article that you’re reading pertains to the marketing strategy theme.
Once we reach a certain amount of articles on this theme, we’ll blog about social media marketing. Then, we’ll move on to SEO and Link Building, and so on and so forth. Once we cover all our themes, we’ll start all over again.
If you have a team that can help you produce content, you can also designate a specific theme to each team member. Thus, you’d be able to cover a variety of topics simultaneously at a faster pace.
The keyword themes that your small business marketing plan will require we’ll depend on the nature of your industry as well as the product or service that you offer.
Ideally, as I’ve been taught by one of my mentors, you’ll want to have six to eight themes. This way, you’ll have lots of breathing room with what to write about. It will also keep your audience satisfied, which should be the highest priority to you.
You’ll want to use keyword themes not only for your audience but as a guide for the organization of your website that tells Google bots how to categorize your site.
However, avoid using too many themes. Especially, if they are not closely related. Doing so may prevent search engines from being able to properly classify and index your small business’ website.
2. Plan Your Articles
You could write hundreds of different articles within the sections of these keyword themes that you’d rank on search engines for.
To do so, build a list of articles for each theme, setting dates for when each of them is due. This will be your content calendar.
In addition to article topics and due dates, you can also include a short outline of what you plan each article to cover, as well as research the relevant keywords for it. This will help you to organize your work in advance, especially if you plan to outsource your blog article production.
Make sure you set realistic time limits for you or your team to complete the blog articles.
3. Write Catchy Headlines
The articles that you write are going to attract and hook people based on what titles you will choose for them. You need to keep both your target audience and the search engines in mind when developing your headlines.
They need to be compelling enough for your audience to be willing to click on them. Because if they are not, your target audience may never read your content. Even if it actually provides the information that they are looking for.
Include in your headlines relevant keywords that your audience may be looking for. It will not only help them to find your content organically, but will also help search engine index it properly.
If you, like many small business owners, would like a diverse following of people who all appreciate something uniquely different about your product or service: first, you should focus on the product or service itself.
Make sure that you actually offer something worthy of people investing their time and attention, guaranteeing them a good return on their investment. whatever it is they’re seeking to take from your product.
Because if you don’t, no matter how good your blog articles are, you won’t be able to retain a satisfied customer base.
Mike Norton is an American award-winning marketing strategist with a BA in Internet marketing from Full Sail University.
He’s also a writer, entrepreneur, and a physicist studying part-time at the University of York who is a veteran of the United States military and the 7-time winner of the USS Dwight Eisenhower award for essays about world peace and respect.
As a mostly self-educated vagabond, he gains inspiration from a myriad of experiences wrought from the adventures of his nomadic lifestyle. He prolifically writes and journals where ever he goes in the world, from one country to the next.