Internet Marketing Digital_marketing_for_dummies | Page 107

Establishing a Blog Publishing Process
To produce a blog that has an impact on the bottom line, you need a process. The
unsuccessful business blog fails to plan. Putting together a blog-publishing process helps
you do the following:
Fine-tune aspects of your blog such as style, tone, topics, offers, mediums
Plan your content and identify content gaps while considering what your audience
wants you to write about
Maximize your content’s immediate impact as well as its long-term impact as a
resource
Your blog-publishing process should include a way to generate blog post ideas, utilize
content segments for consistent planning, find and work with content creators, edit content,
and broadcast new content. The following sections break down the details of each part of
this process.
Brainstorming blog post ideas
In Chapter 6, we offer you 57 content and blog post types you can use in multiple ways,
which will ensure that you never run out of post ideas or ways to frame your content again.
In this section, you learn which tools are available to you while you’re brainstorming.
Get inspiration from your customer avatar
The customer avatar process outlined in Chapter 1 gives you an abundant source of
information for brainstorming blog post ideas for your blog. What blog posts, videos,
podcasts, and so on should you create to attract and convert your avatar?
Start by looking at the five components of your avatar:
Goals and values: What is the avatar trying to achieve? What values does he hold
dear?
Sources of information: What books, magazines, blogs, and other publications does
the avatar reference for information?
Demographics: What is the age, gender, and marital status of the avatar?
Challenges and pain points: What holds the avatar back from achieving her goals?
Objections: Why might the avatar choose not to buy your product or service?
Answer each of those questions about your avatar and use those answers to brainstorm
ideas for content. Use the information you know about your target market to create content
that solves your avatar ’s problem, enters the conversations she’s having, speaks to her
goals, and meets her objections head-on.