2010 Blogging Plan: Part 1 of 5

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Filed under: Blog Topics, Goals 

“How does a blog make you money?”

If you’re going to use a blog as part of your online marketing strategy, you’ll need to answer this question.  But a clear answer can be illusive. It’s difficult to connect the dots that lead from blog post to revenue. Nevertheless, many businesses see blogging as a viable way to attract prospects, communicate with their customers, and serve as a real-time public relations channel.

But before jumping into the blogging pool party, make sure you know how to swim — or at least wearing those little arm floaties!  You need to know WHY you’re blogging and how it’ll fit into your overall business goals.  You’ve got to approach blogging like any other business and marketing activity….which means you need a PLAN!

A plan will help guide and support your blogging efforts by setting the ground work for what needs to be done and when.  So you’re efforts are productive and your results measurable.

Keeping that big picture in mind, we’ve created a 5-Step Blogging Plan that combines the big picture with the structure needed to build a successful blog.

If you’re relatively new to blogging, this plan also gives helpful support with the #1 hurdle most bloggers face – what to write about.

Here are the 5 Steps of a Blogging Plan:

  1. Business Goals
  2. Positioning Your Blog
  3. Engagement
  4. Content Plan
  5. Success Measurement

This is the first in a series that will cover each step in more detail.

Step 1 – Your Business Goals

Cat PouncingOkay, I’ll make a confession here….I do not like setting goals.  I do it, but I don’t like it.  There’s always the gremlin committee in my head whispering about failure, or chattering about the “how” something will get done.

I usually find doing this with a trusted colleague – or even a business coach – helps a lot!  Staying positive and forward-thinking — not to mention visualizing what it will look and feel like once the goal has been achieved — seems to be the key for me.

If you, too, find this to be a sticking point, grab someone to help you with it.

Any web search on goal setting will come up with the tried and true S.M.A.R.T. model.  S.M.A.R.T. stands for Specific, Motivational, Action-oriented, Relevant and Time-bound.  This method helps you clarify and get more specific when it comes to setting goals.

Saying you want to ‘improve your website’ is too general.  Declaring that you want a website that is easy to navigate, delivers the information people are looking for, and has X amount of visitors per month is specific.  You can get even more specific than that, but I think this illustrates the difference.

Need a little nudge?  Here are some goals to think about for your business:

  • What are your revenue goals for the year?
  • How many clients or customers will be served?
  • Do you want to increase repeat business, or decrease attrition.
  • How about launching a new product, service or program?
  • What strategic alliances, partnerships or affiliates would help increase exposure and build revenue?

Write down your goals and review them regularly.  I keep mine in my planner so I can see them at the beginning of every month.  Some people review them every day.  Do whatever works for you.

Action Item: write down your top three business goals.


Ultimately, these goals are already part of a larger business plan.  You can now start to think about how a blog will support those business goals and objectives.  And the next step of your 2010 Blogging Plan will be to lay the foundation for this.  The more solid the foundation, the easier it will be to write and attract readers.

Next up:  Positioning Your Blog

2010 Blogging Plan: Part 2 of 5 – Positioning

2010 Blogging Plan: Part 3 of 5 – Engagement

2010 Blogging Plan: Part 4 of 5 – Content Plan

2010 Blogging Plan: Part 5 of 5 – Success Measurement


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