Get that Company Blog Up and Running in 4 Weeks – Week 2: Consistency: A company blog plan ensures success

4 weeks to an awareness-generating company blog


Although by nature blogs have a certain spontaneity about them, an effective company blog is meticulously planned and consistently executed.  Planning ensures you meet your marketing goals by publishing quality content on a regular schedule.  Your subscribers and interested readers want to know when they can expect new content from a source they have come to trust. 

company blog plan

The company blog plan sits within and supports your greater content marketing strategy.  However, a company blog is such a valuable marketing asset that it needs a plan of its own.  A plan that describes:

  • Why you blog – Goals
  • Who you blog to – Audience
  • What you blog about – Content
  • When you blog – Schedule
  • How you blog – Promotion

This post will examine each step in building a company blog plan that ensures success.

Week 2: Consistency: A company blog plan ensures success

Why you blog – Goals

The first step in any plan is to set goals.  In a blog plan, goals for the blog should support the company’s business goals as well as the goals of your strategic content marketing plan.  Goals like building your list, increasing traffic to your website, or establishing thought leadership.  By establishing goals and objectives for your blog in general, and for each individual blog, allows you to understand what success looks like.

Who you blog to – Audience

To be effective at generating awareness, you need to understand your audience. Market research helps you define your audience and assess your competitors.  The more you learn about your audience, the better able you’ll be to provide the content they want.  By understanding your competitors, you can craft better content to gain that critical edge.

Audience research

Getting to know your target audience is key to crafting relevant content.  You need to learn what:

  • people expect from blogs in your niche;
  • kind of content do they find useful and exciting;
  • benefits do they expect to receive from your blogs; and
  • makes them tick and compels them to keep coming back for more.

It may not be easy to define your target audience when you have no blog subscribers.  One way to get an idea of what your audience wants is to conduct a survey.  Ask what your audience wants more information about.  Ask what they like about your blog and what other blogs they like.

Competitive analysis

As well as understanding your audience you need to understand your competition.  How are they promoting their content?  What are they blogging about?  By having an insight into their content strategy, you can fine-tune your own.  Find your own unique voice in your niche.  You can only do that if you know the competition.

What you blog about – Content

While there are many sources of ideas for topics to blog about, you can boost your search results by using keywords to come up with topics.  That means carrying out keyword research.

Keyword analyzers

Start with your main keyword.  Keyword analyzers, such as Google AdWords, suggest keyword combinations and then rank them on the number of searches a month that used that combo.  You then check out related words and terms.  Search on semantically-related words as well, such as the individual components of water treatment systems.

company blog plan

Long-tail keywords – 3 to 4-word phrases, will get you less traffic but more targeted searchers.  When they find your page, they are more likely to become a lead because the search was more focused.

Search engines

You can also find keywords and phrases through the auto suggest from a Google search.  When you type in a keyword or phrase, a dropdown list will display previous search phrases. 

At the bottom of the Google search page is another source of keywords.  Google provides a list of other search terms and phrases that are similar to the current one.

By basing the topics on keywords and featuring the focus keyword in page titles, headers, alt tags, and images you can optimize your blog for search engines.  Be sure to provide links back to your power pages – products and services, and a call-to-action that encourages further engagement.

Your team

Another important resource for topics is your sales team. Find out what questions customers and leads are being asking, what problems they are facing? Join and follow forums in your niche, paying attention to problems being discussed. Check these against your keyword phrases. You may find many parallels.

When you blog – Scheduling

company blog plan

The production schedule for your company blog fits into content calendar of your greater strategic content marketing plan. Plan to post weekly to start but that is really a minimum.  Hubspot found that B2B businesses who blog at least 20 times per month have five times more traffic than those who blog less than four times per month.  Just keep it at a frequency you can maintain consistently.

You may want to plan posts in a series with a contextual lead magnet at end of each.  Be sure each post is based on one compelling idea, and that all posts compel your audience to read the next post, and to ultimately to download the lead magnet.

How you blog – Promotion

The whole point of a blog is to get your posts read by as many people as possible.  That requires promotion.  The first place to post you blogs is on your company website, of course.  But there are other ways to get your information out to your audience. 

Share each post on all your social media channels with a link back to your website.  Have your employees send it out to their networks.  Send updates out to your email list with links to your recent post.

Consistently publishing quality content is important. Be sure to get it read by as many people as possible by promoting it effectively.


An effective company blog is meticulously planned and consistently executed. To make it work, you need a company blog plan. A plan that describes:

  • Why you blog – Goals
  • Who you blog to – Audience
  • What you blog about – Content
  • When you blog – Schedule
  • How you blog – Promotion

Implement this plan consistently and reap the rewards!

The next post in the series: Get that Company Blog Up and Running in Four Weeks – 4 weeks to an awareness-generating company blogWeek 3: How to write your blog with your reader in mind – 3 tips, explains how to write a blog that gets read and shared.

Do you have a blog plan? Is it documented and implemented?

If your team is already working to capacity delivering quality services to your clients, how do you manage to produce and consistently deliver a quality blog every week?  WATER COPY can help!  I provide blog writing services that will keep your content machine running smoothly.  Contact me to discuss your blogging needs.