The Strategy To Publishing Content (Breathe, It's Not That Bad!)

To anyone who has ever written a blog post with their heart and soul attached to it, published it, and heard crickets.. LISTEN UP.   The reason for crickets doesn’t necessarily mean you missed the mark or that your content was seen as garbage. This flop is more of an indicator that you forgot the crucial part to publishing your content...STRATEGY.  Writing that well-rounded blog post is only one tiny aspect of the process.   You also need to craft the perfect headline, create a graphic to accompany the post, schedule and reformat your blog into bite sized social media posts… and so on!  These simple, yet tedious tasks can often be overlooked but they are truly the most essential when defining your brand.

You have a fully developed content calendar, you’ve sorted through your content and checked for intention around each idea, and now you’re ready to start putting your content into the world. (Woohoo!)

To anyone who has ever written a blog post with their heart and soul attached to it, published it, and heard crickets.. LISTEN UP.

The reason for crickets doesn’t necessarily mean you missed the mark or that your content was seen as garbage. This flop is more of an indicator that you forgot the crucial part to publishing your content...STRATEGY.

Writing a well-rounded blog post is only one tiny aspect of the process to publishing content.

 

You also need to craft the perfect headline, create a graphic to accompany the post, schedule and reformat your blog into bite sized social media posts… and so on!

These simple, yet tedious tasks can often be overlooked but they are truly the most essential when defining your brand.

 

Let’s start with social media posts...

When’s the last time you checked your Instagram analytics, Facebook analytics, Twitter analytics, or even your Pinterest analytics?? This information isn’t available just to show you how many new followers you have - it’s there to help you plan your upcoming content.

Action Step #1: Start utilizing your analytics!

By looking at your analytics you can see which content had the highest engagement rate, what time of the day your audience is more likely to engage, the exact day that converts to the most engagement on your profile, and analytics can even show you (specifically on Pinterest) where your content is getting the most traction.
 

Onto your blog post graphics...

Do all of your blog posts have an accompanying graphic with it? If your current answer is no…. Fix that and make it a yes! If you do have a graphic that accompanies your blog post… do they all resemble each other?

What I mean by that is, do your images follow a template or a set of guided rules when being created? Would I be able to see two different post graphics and instantly be able to know it was from the same blog?

Below is a video walking you through how I create branded blog graphics, using a template for consistency.

Action Step #2: Create a blog graphic template!

Consistency helps your current website visitors find and recognize you on other social media platforms. When a potential customer LOVES your content and sees your recognizable blog post graphic on Pinterest, they’re more likely to click through to your website to read it.

If that same potential customer sees a graphic that looks nothing like past graphics they’ve seen before, there’s a good chance they will scroll past the graphic assuming it’s associated with someone else’s blog.

 
 

Every ounce of effort you put into publishing a piece of content is reflected back at you through the people you’re serving.

 

The first time someone says, “Your headline caught my eye and I just had to click through and read more…” or “Your graphics are so perfect, without even reading the text on them, I just KNOW they’re from your brand and I get so excited because that means there’s new stuff on the blog!” -  you feel on top of the world and all those tedious, annoying, tasks that are needed to publish a blog post, seem to come together to form something bigger.

These actions create something that holds much more importance than a simple blog post.

 

You see, when we craft our content intentionally, we create a consistent story within our brand.

 

For example, if you’re a pajama enthusiast and find a blog post that’s all about how to find the cheapest deals on exclusive pajama pants, chances are you’re going to want more of that good-good.

But alas, OH NO! Sally Jane only wrote one post about pajama pants deals, the rest of her blog is about how to furnish an extreme tree-house!

If Sally Jane had been consistent with her content, she wouldn’t have let down the pajama enthusiast and she also wouldn’t have confused her extreme tree-house builders with a random post about pajama pants!

By not having a consistent story line, Sally Jane instantly loses traffic to her site, confuses potential customers, and creates frustration when visitors look for more content on one subject and just get bombarded with content on something else.

 

How many of you have fallen into this content trap before? Looking for some marketing techniques? LOL NOPE, how about a brownie recipe!

 

Consistency AND intention are essential parts of creating an impactful brand.

 

Don’t take the easy way out when creating a brand or a blog - that’s just lazy!

If you want your content to make a difference or leave an impact on the world, you need to commit to creating consistent, intentional content.

 

Now it’s your turn…

Ready, Set, Go publish your next amazing piece of content and connect with as many people as possible!!

Marissa Pane

New York