In my first post of the year, I confessed my blogging sins and provided some insights around what caused me to blog less the past few years, and what I learned from the process. This posts was the first step in my journey to blog more in 2016.
If you read my post, you know I put some of the blame on not having a clearly-defined editorial strategy. If you’re going to blog, I believe it’s worth taking the time to create an editorial strategy. Doing this will help you maintain focus over time, but also help you to be more successful in your blogging efforts.
About This Two-Part Series
Inspired by my recent reflection and subsequent thinking about where I want to go from here with Journalistics, I’ve written a two-part post on how to create an editorial strategy for your blog. My hope is these posts will help you clarify the strategy for your blog, as well as provide me with a timely excuse to do the same for Journalistics.
In this age of content marketing we’re living in, it seems like every organization is blogging in hopes of capturing some inbound marketing magic (you can thank HubSpot for that). Whether you’re publishing on behalf of an organization or for personal reasons, I suspect many of you don’t have a written strategy for your blog. In survey after survey about content marketing, it’s pretty consistent that 40-60% of organizations don’t have a written content strategy.
Don’t get me wrong, I’m a huge fan of HubSpot – and content marketing, brand journalism, inbound marketing, demand generation and marketing automation. Whatever category your work falls into, these programs are successful because they work. But you will be far more successful on the other side of completing this strategy exercise. If you fall into the group that works off of a written editorial strategy already, these posts will probably tell you what you already know – in which case, I hope you’ll add your thoughts to help our less-fortunate readers.
Over the course of these two posts, I’ll explore this topic in depth, and also providing you with a process you can follow to create your editorial strategy from start to finish.
In this first part, I’m providing some suggestions for existing blogs that either will be creating an editorial strategy for the first time, or rather want to revise their strategy to better reflect their focus in 2016. If you’re just starting out, or you plan to launch a blog later this year, you should skip ahead to Part Two (which I’ll be publishing tomorrow), which will provide the step-by-step process for creating your editorial strategy for the first time.
And with that, let’s jump into “How to Create an Editorial Strategy: Part One”: [Read more…]