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hen it comes to digital marketing, content is a key component that can make or break its effectiveness. When it’s time to write a blog to promote your company, where do you start?
The strongest content comes from collaboration among key experts in order to effectively communicate a message that resonates with your audience, builds a relationship and, when appropriate, calls them to action - IE, converts to a sales lead!
Our process to write a blog flows through stages such as:
● Brainstorming topic ideas
● Fine tune the topic
● Begin the draft
● Customer / expert input
● Finalize draft
● Review, edit
● Post + promote
Here’s what each step looks like …
There are so many ways to talk about the work your company does, the list could go on forever. Yet, when you sit down to write about it - you draw a blank. What gives?
Separating out brainstorming blog ideas from the actual writing is an important step to eliminate this blank stare writers’ block. Bonus: this creates an exciting opportunity to examine the big picture and all the things that are important in your work.
We have a list of prompt questions we use with our clients to jump-start this process. This is where the collaboration starts!
We use our expertise as marketers and your expertise as a manufacturer and in your company to dissect the best topic ideas for your brand. Given that we work with companies only in the manufacturing industry, we also already have an advantage of understanding much of the manufacturing verbiage you’ll share during this process.
After we brainstorm a solid list of ideas, its time to review and look at the ones worth pursuing. Sometimes, multiple ideas really fit best as one blog and other times a single idea can become a well-read series.
When you work with Steel MTN, this step in the process is completely up to us. We’ll take the information you’ve given us along with our expertise in the marketing industry to come up with topics that will drive traffic to your website, an essential step in your marketing strategy.
After agreeing on a fine-tuned topic idea, we start drafting the content! This can involve:
● Creating an outline
● Researching basic information
● Identifying the information gaps
● Creating a first draft headline
● Creating a subhead
● Reviewing the draft for SEO Fit
The end product of this phase is truly a rough draft often with a few specific questions for the client to really make the blog custom to your company.
At this point, we send the rough draft to our customer for initial review. As mentioned, we generally have a few specific questions that customers can easily answer to really enhance the blog. Things like:
● Identifying and explaining specific projects that would offer a detailed example of the blog topic.
● Expertise on why a certain this, that or the other thing is so important to this, that or the other thing.
● Elaboration on a discussion point in the blog post that, again, allows us to customize the blog more specifically to you.
In general, you might be sensing a trend: customer input is super important to ensure the blog is about your company and not just any old company in the manufacturing industry.
After we have your input, we get on to finalizing the content. This will include modifying the content based on the information you’ve provided, as well as editing for grammar, spelling and so forth. It can also include identifying areas for linking to other blogs and relevant areas on your website - a key strategy in maximizing visits to your website.
This is up to you! Our customers all take the opportunity to review blog content before its posted live.
We’ll take care of uploading the blog to your website, equipped with an eye-catching image, SEO formatting and relevant CTAs. Then, we leverage this new tool on your website and share it on various platforms to reach your audience, including social media, email campaigns and more.
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