How to Start a Company Blog: Content Strategy

[Continuing our series on How (And Why) To Start a Company Blog]

Last week, we covered the steps for establishing a clear purpose for blogging—answering the question “Why start a corporate blog?”

With your goal or goals determined, you can begin the work of creating your organization’s blog.

But before you worry about any specifics of software or design, you should first map out the most important part of your blog: the content.

As you were figuring out your goals for blogging (what you are trying to do), you also thought about your blog’s future audience (who you are writing to and for).

Now you should determine the types of topics and subject matter that map to your goal and target audience. Let’s say you work at a company that produces baby products. Your blog is aimed at new parents. Natural topics for blog posts might include:

  • new products and trends in baby gear (your own and others’)
  • tips on how to evaluate products
  • planning a budget for your baby gear
  • answers to frequently asked questions from first-time parents
  • stories about happy customers and their babies.

While you’re brainstorming topics that appeal to your target audience, make sure to consult keyword research tools. They can help you zero in on topics that are not only popular, but can also drive more relevant search traffic.

Google Insights for Search, for example, shows keyword popularity over time and by geographic region. Rising search terms are particularly interesting for getting ideas about topics that will become popular in the near future.

OK, by now you should have a healthy list of topics for upcoming blog posts. Your next step is to create a consistent schedule, or editorial calendar. Sketch out the dates and subjects for your blog posts over the next few weeks or months. (Some blogger find it helpful to identify a theme for each month and tie individual posts to the theme.)

Your editorial calendar doesn’t have to be set in stone; if something comes up that’s especially important or relevant to your audience, by all means blog about it.

But you should always have an editorial calendar to fall back on. It’s easier to begin writing when you have some topic ideas in hand.

  • What’s your blog’s content strategy?
  • What topics have worked best for you?

Next week: Finishing up your editorial calendar. How often are you going to write and who’s going to do the writing?

[Senior copywriter Jennifer Hoppe contributed to this article.]

[Photo credit: surlygurl, Creative Commons.]

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