When you’re blogging, it’s important to make your plans in advance for the content that will appear on your blog. This needs to be based on the season as well as the products and services that you plan to promote or launch. Just like a retail store is planning fall sales in the summer, you should have a blogging strategy in advance for each season too.
Things to Consider in your Seasonal Blogging Strategy
Survey Your Audience – Just that because you’ve studied your audience once doesn’t mean you shouldn’t survey them occasionally to ensure you’re still delivering to them the information that they need and want. Try a quarterly survey so that you can find out what’s on their mind, and get a deeper insight into their problems.
Research Your Industry– Keeping up to date on the industry you’ve aligned yourself with is imperative if you want to stay ahead of the curve. Read industry news and study regular news for clues to the state of your industry. Look ahead for killer technologies that might turn your industry on its head.
Check Out the Competition – You should always be aware of what your competition is doing… not to copy them, but to stay one step ahead on whichever way you want to compete with them. For example if you offer higher quality, test their merchandise to ensure that your quality is better.
Know What’s Coming – Not all businesses are seasonal, but all of your audience is. They think of things in terms of certain seasons depending on where they are in their life. For example, if they have school-age children they are thinking differently during back to school time than summertime. Plus, if you have a product or service launch or other event coming up, you should be planning it in the quarter before the event.
Know Your Realistic Schedule – If you have a regular job, or children at home, or other responsibilities that will get into the way of your blogging duties, be honest about that as you create a schedule for yourself. If you have a lot to do, set a realistic blogging strategy around these other responsibilities.
Brainstorm Topics – Once you have some of this other information set up, it’s important to take some time to brainstorm topics based on the information you’ve gathered above, plus the events you know that are coming. At this point nothing is wrong; just write it down.
Organize Your Topics – Take the brainstormed topics and categorize them for your blog. Throw out anything that doesn’t fit. Then organize them and match them with the seasons, events and products that you want to promote.
Create a Publication Calendar – Add everything to a publication calendar. If you use WordPress, there are numerous plugins that you can use to help create editorial and publication calendars, we particularly love and use Coschedule. Here you enter the information so that during the times you’ve set aside for writing and producing content, you can get right to work.
Set Aside the Time to Create – Now that you have everything ready for you, each time you have the time to work you can get the information from the publication calendar and get going. You can also look ahead easily so you can know whether some of the content needs to be outsourced.
Planning in advance will actually end up saving time and ensuring your success. Working off the cuff will rarely work when it comes to building a successful blogging strategy. What will work is planning, knowing what is coming up, knowing what products you want to promote, and relating the seasons and current events to your blog posts.