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How to develop a blogging strategy: creating personas, identifying great content, and where to publish your content
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Developing a Blogging Strategy
Lee JorgensonCompendium
The breakdown…
Content Strategy• Personas• What is great
content?• Where do I get great
content?• Where do I publish
great content?
Writing a Post• Title• Body• Images/Video• Keywords• Links
1Who is your target audience?
What do they
need?
What questions do they have?
What is their demographic
makeup?
OutdoorsmenConcerns:
-What is the best equipment?
-How do I fly fish?
-What’s the best deal?
Forums:
-Magazines/TV
-Search
Demographic:
-Male ages 18-65
-Located in rural areas/near water
Outdoorsmen’s WivesConcerns:
-What will my husband think is cool?
-Which item is the best deal in this category?
-What are my husband’s friends buying?
Forums:
-Social Networks
-Search
Demographic:
-Female ages 18-65
-Located in rural areas/near water
B2B Persona Template
http://www.contentmarketinginstitute.com/2011/04/4-questions-answered-about-buyer-personas/
2What is great content?
3Where do I get this content?
Customer Stories
Prospect Stories
Employee Stories
Vendor or
Partner Stories
Content Curation
Email Marketing Content
Personal Emails
Print Advertising
4Where do I publish my content?
Newsletters
Your website
Other websites
Other blogs
Print Ads
Invitation to
share review
