How A Content Plan Will Stop Your Blog Going Stale

Keep up with the very latest developments in the digital marketing world

By Rachel Smith
on 10/10/13

Here at Return on Digital we can’t stress enough the importance of setting up a blog or news section as a way of bringing your brand to life and attracting potential new customers to your website via search, social media and other referral sources.

We’ve all come across at least one blog which has started full of enthusiasm only for it to run out of steam after just a few months. Having a content plan can help ensure this doesn’t happen to your blog.

Here’s some guidance on how to set up a content plan for your blog and what to include in it.

Who is writing your blog posts?

This is one of the first things you need to decide. Is the blog going to have multiple authors, like the Return on Digital blog does, or will all posts be authored by the same person? Think about whether you have staff in-house who can dedicate time to writing blog posts, or whether they can be written in collaboration with your digital agency.

How often do you update the blog?

Once you have decided who is writing the blog posts, you can start to form a schedule and plan in dates for when the blog should be updated. This will depend on your industry, but as a general rule, your blog should be updated at least once per week.

What goes into the plan itself?

When you’ve decided on your blog authors and the time schedules for updates, the final piece to the puzzle is deciding on the content itself.

Start by looking at the keywords you want to target for SEO and come up with a list of topics you can write about those keywords. A few months ago I would have advised looking in Google Analytics at your keyword data, but now that most of this is encrypted this isn’t such a useful exercise, but it’s still worth looking at historical keyword data if you have it.

Aside from your keywords, think about your industry as a whole and what the major talking points are. From industry events, to government legislation and new innovations, if your company can comment on these then add them to the content plan.

Here are some general blog content ideas that would fit into most company content plans:

  • Company news, such as new hires, promotions, partnerships, office relocations, charity work
  • Staff profiles/interviews
  • Case studies of your services in action
  • Testimonials from customers/clients

Some final tips

If you don’t have time to blog as regularly as you’d like, dedicate some time to writing up multiple blog posts in one sitting and then schedule them to publish one at a time on different days.
Have some flexibility in your content plan to account for any breaking news stories or urgent updates.