First-year blog goals
Define your Goal:
The first and most important step in creating a business blog is to define clear goals for the blog.
This also happens to be the most unnoticed part of the planning process and for good reason. Defining goals for something that just looks similar to a chance update, concerning industry related items seems unnecessary.
But just like with the business itself, if the blog doesn’t have clear goals will be left failing with no clear focus or intends.
Defining clear goals for your blog will help in two ways. Firstly you will set targets for everyone who works with the blog. Second, you may use these to measure your success.
In answering the question, how you define goals for a blog?
Firstly, you have to establish the goal, the blog will support the business. So the goals should be in line with each other. Let’s look at the goals for the business itself, to find out how blogging can help a business.
The first stage of the process is the goal section, which comes with the first reference card.
The first section of the goals card is the business purpose this is where you need to structure your business.
The best place to start this process is by talking to the people at the center of it, the entire top of the pyramid, owners, and executives even the marketing department.
The core purpose of the business.
This is often confused with a mission statement or corporate timeline that these are usually far too vague and inspirational.
What do you want? What should go on the card to the raw purpose of the business? What is its essence; for our example; the business purpose is to sell clean energy products so that’s what goes on the card.
Sell clean energy products when you establish this business purpose.
You can then take a look at all the activities in your business and see how they are or at least how they should be furthering the key goal.
Asking questions like why do we publicise educational materials or why do we provide our employees with on-the-job training?
The answer will always be some form of this business purpose. We publicise educational materials to educate people so they find reasons to buy our clean energy products.
We provide employees with on-the-job training, so they are better equipped to sell clean energy products.
The same goals are for the blog, why do we have a blog? to market, the company, as a result, sell more clean energy products.
Clearly defining and spelling out the business purpose, prime objectives or goal for business has benefits that reach far beyond the pond will blog.
It also provides a new and welcome perspective on the business itself. Simply, by stating out loud what you actually do will help you do it better.
With the business purpose clearly recognized and printed down on the goals card, you are ready to start finding specific and possible goals for the blog.
The key is to always ensure the goals of the blog lineup for the business purpose of the company.
To get this process started, start brainstorming topics about how you want to communicate, what the business does, to the web using public.
Here, is important to remember what a blog is; a sharing and communication platform. Therefore questions to start brainstorming sessions should point towards active and participatory elements.
What can a blog visitor learn from us? What they do once they learn from us? What can we learn from our customers?
How can we contribute to debate in the field? How do we establish ourselves as thought leaders? Let’s look at our example; what is a blog visitor learn.
We can educate them on green technology. Whatever the business purpose of your company, the answers to these types of questions should always be followed by the question, how can this be used to get us closer to your business purpose?
This question leads to our goal, so in our example, the goal would become a leading resource on information about green technologies.
In other words the goals for the blog focus on sharing ideas and becoming a trusted resource. While in game, is to drive customers to do business.
Let’s take a look at the other questions what do they want to learn from us? When we get lots of inquiries, we don’t currently have a database of frequently asked questions.
So, the goal would be reached out to potential and existing customers to help create an FAQ on RT technology fields.
What can we learn from our customers? Several customers have shared their success stories about implementing or technologies with us, so the goal here would be share customer stories and insights to encourage file sharing.
You can also define both short-term and long-term goals for the blog as in this example; how can we contribute to the debate in our field and establish ourselves as thought leaders.
Our staffers are experts on solar energy.
They can pipe in on political decisions around this topic by sharing the 14th of facts and figures and technical know-how.
So the short-term goal, in this case, is become a goal of the source of information about solar energy for news publications; while the long-term goal may shape political opinion about solar energy.
These goals will help focus the content of your blog and ensure them what is published is in line with the overall business purpose of your company. The goals you end up defining will be asking your business.
Photo by owenwbrown