Yesterday we talked about why economic developers should blog. Today I want to talk about blog strategy.
Strategy is something that should be throught through before your blog is designed, programmed and filled with content. Just like anything else in marketing, just because you build it doesn't mean they'll come. But if you have a good strategy, they most certainly will.
When you're thinking about your blog's strategy, start with these questions:
- Who is your audience? Are you speaking to site selectors? To local businesses? To workforce? Job seekers? Trailing spouses? CEOs? Investors?
- What are your goals? To inform local businesses of the latest news, policies and investment opportunities? To reach out to your investors? To encourage site selectors to contact you? To answer prospects' questions? To drive search engine traffic to your site? To set yourselves up as the area experts?
- How do you want to present yourself? Are you matter-of-fact, professional, down-to-earth, vibrant, funny, youthful, knowledgeable? You may be all these things, but try and focus on a couple of personality traits that you want your blog to get across in its design, tone and choice of stories.
Now, once you have determined who your blog is serving, what you want it to do and how you want it to sound, it's time for design. Make sure your designer knows what your goals are before you get started and the design fits accordingly.
If your audience is internet savvy, maybe you have lots of widgets and tools on your blog. If your audience is pressed for time, it may need to be austere. Etc.
Go into the design phase with your audience, goals and voice in mind and your blog will come out the other end much more tailored and ready to roll.