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Fantastic Services Blog Strategy :explode: (Action Plan (Create a Strategy…
Fantastic Services Blog Strategy :explode:
SWOT
Strengths
Know how on keyword and structure optimisation
Close to sales team - know how on topics
Growing relationships with bloggers
We have several high-performing articles
Good organic traffic
Established Style Guide
Weaknesses
No well-defined blogging strategy
No established editorial calendar
No lead gen programme
We do not utilise and refurbish topics completely
We do not have a promo plan
Opportunities
Leverage paid social media
Leverage Display remarketing
Establish a blogging network
Nurture leads
Threats
Competitors can/have established blogging strategy
Competitors can develop a better content resource
Competitors can repurpose their content into more than one type
Action Plan
Create a Strategy in accordance with managing level
Create an editorial calendar in accordance with the strategy
Create a promotional plan in accordance with the content types and strategy
Create content templates for easier use
Make our post more helpful and easy to digest with the help of videos and graphics
Redesign the blog so that it better shows the different types of service-related content we produce
Establish a blogging network to grow further an influencer base
Build upon the existing newsletter into a lead generation programme with different subscription offers
Content objectives & KPIs
Act
Increase audience interaction with content on company owned blog to generate leads
Increase Newsletter signups by
25
% per month by the end of the 2nd quarter of 2018
With the help of Marketing, implement different designs and thematic content in the newsletters
Merge MLs from Fantastic Blogs to the Fantastic Services blog
Split the FS MLs into people with interests
Create different newsletters, based on interest and themes
Objective: Increase newsletters count and frequency from Fantastic Services blog to 4
Implement interactive quizzes, polls, gifs, infographics, or downloads - every post should have something unique
Implement downloadable E-books and checklists by the 2nd quarter of 2018
Objective: Create 2 E-Books (10 page+) and 2 Checklists (single page) for downloads
Convert
Increase conversion rates from leads to sales volumes achieved online
Engage
Increase long-term reader and customer engagement and loyalty, leading to repeat sales and advocacy
Reach
Increase brand awareness and visits to company blog + website and social network sites
Increase new monthly visits to the website to
5000
per month by the end of the 2nd quarter of 2018
With help of SEOs + Bloggers, enrich the resource centre (our blog) with long-form content on topics relevant for our audience
KPI: New Organic Visits to Site in %
Content Gap
Infographics
Kalo, Krasi, Mitko, Katie, and everyone else who can but never showed
Spots
In the posts
Infographic dirs
Outreach
Videos
Kalo, Mitko, Katie and everyone else who wanted but never tried
Custom made with our gear here
Spots
Youtube channel
Facebook
Twitter
In the blog posts
Explanatory
Related content
Syndication
Spots
LinkedIn Pulse
Facebook Notes
Medium
Slideshare
Who
SEOs
Blogging team
Slides
Embedded in the posts
Slideshare or other dirs
GIFs
Embedded in the posts
Social Media
Polls
Blogging team
SEOs
Spots
In the posts
Embedded from Playbuzz
Content Types
How Tos
Bloggers
SEOs
News
PR team
Charities
Social
Informational
Events
Interviews/Business
Features/HARO/Outreach
Lists
Bloggers
SEOs
General guides
SEOs
Bloggers
Quizzes
Bloggers
Work Process
Team Leaders
Approve strategy
Approve AP
Approve Content objectives
Tech savvys check onsite issues periodically
Discuss ideas, offer changes
Kalo
Comes up with general - plan, objectives, KPIs
Follows up on keyword research, topics and structure
Follows up on Onsite fixes
Reports
Topics and keyword research
Article onsite optimisation
Reni
Topics and keyword research
Discusses ideas, offers changes
Blog revisions
Article onsite optimisation
Follows up on keyword research, topics and structure
Helps with onsite problems
SEO teams
Write articles
Keyword research
Linkbuilding
Discuss ideas, offer changes
Marketing
Helps with Newsletter content
Social media
Display remarketing
Offers ideas to the table, constant feedback
Writes articles
Promo Plan
Social media
Blogging team
Email
SEOs