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  • 7 Keys to an Effective Blogging Strategy

    Do you have an effective blogging strategy that guides your blogging and keeps it focused on building your personal brand?

    Or, are you a “reactive” blogger, working harder than you need to, always looking for topics to blog about at the last minute?

    Authors blogging to build interest in their upcoming books and small business owners using their blog to attract qualified prospects both need an effective blogging strategy to guide their way to personal branding success.

    An effective blogging strategy differs from tactics, such as keyword optimization or headline engagement formulas, in that strategy takes a “big picture” view of everything associated with your blog.

    Why an effective blogging strategy makes a difference

    An effective blogging strategy operates “behind the scenes.” It’s influence is felt, rather than directly visible.

    Successful strategies provide guidance and direction, helping you make the day-to-day content choices and writing decisions needed to keep your blog filled with relevant and consistently updated information.

    When blogs written to build personal brands run into trouble, it’s usually because one, or more, of the following has been ignored:

    1. Empathy. The foundation of an effective blogging strategy is empathy, a measure of your willingness to make blogging decisions from your intended book buyer’s or prospective client’s point of view. Blogs are not about you!  Blogs are conversations, not podiums for you to preach to, or manipulate, others. Empathy involves knowing who your intended blog’s readers are, what their problems and challenges are, and delivering the information they need to succeed.
    2. Perspective. Successful blogs, however, are not encyclopedias. Successful blogs are not reservoirs of information provided from an altruistic point of view. An effective blogging strategy balances relevant content with the bogger’s desire to attract book buyers and/or prospective clients. Ultimately, each blog post should lead readers to the blogger’s marketing funnel.
    3. Schedule. Blogging success is unlikely without committing to a schedule. A blog without a schedule is just a well-intentioned dream–with little, or no, realistic chance of succeeding. An effective blogging strategy describes the frequency of posting, the dates when new posts will appear, the dates writing begins on new posts, and deadlines that must be met to keep the blog on schedule. Schedules help blogging become a habit, rather than a last-minute event.  
    4. System. An effective blogging strategy eliminates the stress of starting to write with a blank screen. An effective strategy guides bloggers as they choose topics for posts, create engaging titles, and keep readers engaged. An effective strategy also creates a framework for completing the post.  For example, my system begins with mind maps, like the one above, created using MindJet’s MindManager Mobile Apps for the iPad.
    5. Editing. Editing is difficult when blogs are finished at the last possible moment, which reduces the time available for editing and revision. The best way for most bloggers to improve the quality of the blog posts is to compete each post a day ahead of time, so it can be reviewed from a fresh perspective the next morning. Mistakes and omissions become obvious when reviewed from  a fresh perspective.
    6. Synergy. Quality blog content, once created, is too valuable to use only once. Yet, that happens all to happen in the absence of an effective blogging strategy that views each blog post as a resource that can be reused, repurposed, and reformatted for different purposes.  Blog posts can be assembled into “best of” reports, tip sheets, podcasts, YouTube videos, chapters in books, or quarterly newsletters.
    7. Tracking. Just as book publishers and and movie producers can never accurately predict the success of new books and movies, it’s impossible for bloggers to know which of their posts will attract the most comments and list-building sign-ups. Yet, it’s never to late to learn from the past. An effective blogging strategy must provide a way to track the number of comments and Retweets associated with each post, so this marketing feedback can guide future topic choices.

    Analyze your blogging strategy

    How would you rate your blogging strategy in the following key areas?

    • Empathy. Do you choose topics and write from your reader’s point of view?
    • Perspective. Does each post help your readers while leading to your marketing funnel?
    • Schedule. Does your blogging strategy provide a schedule that you take as seriously as commitments you make to paying clients?
    • System. Does your blogging strategy guide you through the steps, or process, of creating new content?
    • Editing. Is editing from a fresh perspective built into your blogging system?
    • Synergy. Is reusing and reformatting blog content part of your ongoing blogging strategy?
    • Tracking. Do you know which blog post topics sell the most books or attract the most prospects?

    Share your blogging strategy

    Share your experiences creating your own blogging strategy. Tell us why you created it, what’s included, and what you’d do different if you were starting over from scratch. And, if  I’ve overlooked from this post, please share it as a comment, below.


    Roger C. Parker is an author, book coach, designer, consultant who works with authors, marketers, & business professionals to achieve success with brand-building books & practical marketing strategy. He helps create successful marketing materials that look great & get results, and can turn any complex marketing or writing task into baby steps. Visit his blog to see how he can help you or to ask a question.


    Roger C. Parker offers ideas, tips, and personal coaching to help you write your way to a strong personal brand, including a free workbook, 99 Questions to Ask Before You Start to Write or Self-publish a Brand-building Book.

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    Posted in authors corner, guest post, Marketing, Personal Branding, Success Strategies
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    14 comments on “7 Keys to an Effective Blogging Strategy
    1. avatar
      Leah Smith says:

      Great article. I like that the strategy is all encompassing and includes, content, editing, and a schedule. I believe a strategy can keep a blog on track while creating value for readers.

      • avatar

        Dear Lee:
        Thank you for taking the time to comment.

        Thank you for your reinforcing summary, “strategy can keep a blog on track while creating value for readers”

        It’s a nicer way of saying, “a strategy can help keep bloggers from losing their minds,” which was my original intention.g)

        Best wishes on your writing and publishing endeavors. Roger

      • avatar

        Dear Leah:
        Sorry for typo in your name in my comment above.

    2. avatar
      Ben Koval says:

      Great post. I really need to implement your suggestions to my blog. It is easier to just write about what is on your mind as opposed to thinking strategically. Thanks for the advice.

    3. avatar
      Roger C. Parker says:

      Dear Ben:
      Thank you for your comment.

      Like so many things in life, I.e., root canals, exercise, making the commitment to blog about specific topics on specific dates, is a lot harder to think about than actually do.

      Btw, I wrote about a guest post, Managing Content w/ a Dashboard Pt. 2 – Blogging! That you might like on the Mindjet blog,

      Good luck on your blogging efforts!

    4. avatar
      Moin Khan says:

      I am happy to read out this rare post. I think that you are right about it. I have read some post about that subject from others site. But i am not satisfied by reading them. They provide some miss leading information. But i am excited to read your awesome post. Hope that you will go ahead to create creative and outstanding post like that.

    5. avatar

      The ability of a blog to engage its readers will go a long way in determining the success of the blog. There are several different ways that readers can engage, including blog comments, following/connecting on social networking sites, votes on social media sites, and sharing links on sites like Twitter and Facebook. The more readers become engaged with a blog the more likely they are to keep coming back. Building a strong, loyal following will make the blog more successful in every way.

      • avatar
        Roger Parker says:

        Dear Philippine:
        Thank you for your comment reinforcing the relationship between content quality and creation of a strong following.

        I like your last two lines: “The more readers become engaged with a blog the more likely they are to keep coming back.” and “Building a strong, loyal following will make the blog more successful in every way.”

        Best wishes on your writing and publishing efforts.

    6. avatar
      Yinka Olaito says:

      For me, a good consideration for perspective will go a long way in making a good blogging story success

      • avatar
        Roger C. Parker says:

        Thank you for your comment, and your many comments in the past.

        Tell me more: do you have some examples or a direction to approach in future posts?

        Best wishes on your blogging!


    7. avatar
      Roger C. Parker says:

      Dear Moin:
      Thank you for your kind words.

      More moor taint, I wish you the best in modeling the structure of the post and adapt it to tithe message you want to share with your followers.

      Best wishes on your blogging–keep us informed!

    8. avatar
      dalia says:

      I completely agree with 3. Schedule and 5. Editing.
      Since I started blogging systematically, working according to my own deadline and not randomly as I used to, the profess itself became more effective and fun.
      No more stress or pressure, just pure joy or creating and publishing.
      Thanks for this great post

      • avatar
        Roger Parker says:

        Dear Dalia:
        Thank you so much for this wonderful comment. I’m so glad to hear that you have discovered a way to “start blogging systematically.”

        Please update your comment in the future, as I’d love to hear how your strategy continues to work for you in coming months.

    9. avatar

      Roger, it is not my intent to just be critical, but in the information above I found several typos, double words and/or mis-words that I believe would better serve you, or represent you if you were to correct. I am not writing to be put on your comments but for you to help improve a great message. I am just contemplating setting up a blog and am just starting to gather information. I believe your comments will be a great starting place for me. I’m thinking about a collaborative blog to be shared by different aspects of the same general subject. Have you seen this work effectively or is it more work than it’s worth to get people to work together, meet deadlines, agree on directions and principles? Any thoughts or guideline, etc.? Taylor

    2 Pings/Trackbacks for "7 Keys to an Effective Blogging Strategy"
    1. […] Do you know which blog post topics sell the most books or attract the most prospects?Originally published on The Personal Branding Blog by Roger C. Parker Share:Related Posts2012 Digital Trends: Strategies […]

    2. […] raw me nature and less focused. Roger Parker at the Personal Branding Blog believes that there are Seven Keys to an effective blogging strategy and he applies them as an author selling books. He believes they are the following traits are those […]

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