Purple square with text: D is for direction

The importance of blog direction

Without a defined blog strategy or clear direction for your blog, it is very hard to know if your blog is effective. After all, if you don’t make it clear what results you want, how do you know if you are achieving them?

Defining exactly what the purpose of your blog is, what outcomes you expect and how you will achieve them, means you are more likely to get the result you want. If there is more than one contributor to your blog then the blog strategy will act as a guide to ensure everyone is working toward the same goal. It also helps simplify decision making such as choosing subjects for your blog posts.

What your blog strategy should include

If you want results from your blog then take time to put together a strategy. The first thing you need to decide is what you want to achieve:

  • Increase online presence
  • Attract larger social media following
  • Build brand awareness
  • Establish yourself as an expert
  • Generate leads/enquiries/sales
  • Get more website traffic
  • Improve SEO

When you establish what you want to achieve you can build your strategy around this. Things you need to consider are:

  • Who is your target audience?
  • How will you market your blog?
  • How will you generate ideas for your blog?
  • Which format will you use?
  • How often will you blog?
  • How will you measure your results?

Implementing your blog strategy

Once you have a clear direction for your blog then you need to stick to it. Write down your strategy. It doesn’t have to be a fancy document, as long as you answer the above questions. Refer to this document every time you are generating ideas or writing your posts. This will help you keep your blog on track so you get the results you want.

Blogging for Business online course: Nine modules for you to complete at your own pace…

Book a 90 minute one to one content planning session to get better results from your blog…

Check out our helpful video tips for advice on copywriting and content marketing…