The three important phases of content marketing are — planning, creation, and promotion.
You sitting down to put together the blogging calendar for a month is more or less equal to content marketing planning phase. With each blog post idea, you have a goal — what you want to achieve through that particular blog post and a plan — how you’re going to achieve the goal aka what to write in the post. If you’re not doing this activity, there is a good chance your posts will not be helping you to achieve your bigger goals.
When you start writing the blog post, you do a bit of research on the topic or idea, then create an outline first and then you set off to write the blog post, edit it and publish it. It is equal to the content creation phase. researching, outlining, writing, editing and publishing are the core steps of the content creation process. With each blog post you write, you’ll be able to refine each of the steps and in time, you’ll be mastering it.
Blogging doesn’t stop with publishing what you’ve written. Getting visitors to read, share and promote is the next important step. Most of the bloggers neglect this step or fail at this and that results in the premature death of their blog.
Experts recommend that if you spend 40% of your time in writing the blog post, then you need to spend 60% of your time in promoting it. When it comes to promotion, you have plenty of options – social media marketing & advertising, search engine optimization & marketing, email marketing etc. We’ll discuss them when we approach those skills. Here you learn the promotion phase of the content marketing.
It’s how blogging helps you to master content marketing.
Search Engine Optimization: Search Engine Optimization, popularly known as SEO is the most sought after and the most difficult skill to master. Google is tweaking its ranking algorithm 200 times a year which keeps the practitioners on their toes as the tactics that worked before could become useless at the instant Google pushes an update.
When you write your blog post, you would’ve done keyword research to pick the right keyword to focus and competitor research to know what kind of content your competitors have published. Those two steps are the starting of a good SEO process.
While writing the blog post, you’ll be using the ‘target keyword’ in the right areas to improve the ranking possibilities of that article. Also, you’ll be using it in the URL and anchor texts. It is the ‘on page optimization’ part of SEO.
Once publishing the post, you’ll be reaching out to influencers to promote your blog. You’ll use social channels to promote it. You’ll also consider tactics like using PR coverage or commenting or posting the blog post link in the communities or using social bookmarking etc. Those steps are part of the ‘link building’ component of the SEO.
So, while focusing on writing and promoting your blog post, you’re mastering the crucial components of SEO.