Carolyn McMaster | December 10, 2014
It’s that time of year: planning season, of course. Hopefully, the hard parts are over. Budgets are set. Programs analyzed. New initiatives beckoning. You’re ready for Champagne.
But wait. … Blogs sometimes get short shrift in the planning department. So, in the spirit of the season, here’s how you can make planning easier and give your blog a solid strategic foundation: create a one-page business plan. (Yes, a business plan!)
The plan should answer these questions:
- What business and marketing goals will your blog support?
- Who’s your audience? What are their interests? How can you be helpful to them?
- What’s your blog about? Do you want to showcase high-level thinking? Provide helpful tips? Illuminate brand culture?
- What subjects should you write about? What topic mix? (Pay attention to your answers for questions 2 and 3.)
- What’s the level of content (nitty-gritty, big picture, etc.)?
- What’s your blog’s voice?
- Who’s in charge? Who will contribute?
- How will you attract readers?
- How will you measure success?
Why bother when it’s so much more fun to jump into brainstorming content ideas? Because a blog without a plan is a blog without a future. Without a roadmap for long-haul development, a blog will never be an effective strategic tool. Plus, a thoughtful strategy development process will help generate enthusiasm and create a platform for ongoing progress.
Happy planning! Now you can pop that bottle of Champagne. Here’s to a great 2015 for everyone.
We’ve got more about how to ensure blogging brings value to your business in our Strategy>Shift guide, 5 Steps to a High-Powered Blog.
