Join Dayna Rothman for an in-depth discussion in this video Determining your content cadence and mix, part of Content Marketing: Blogs.
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- Once you've determined the layout and design of your blog, the next step is to determine your content cadence and mix. Blog post cadence is the frequency in which you will be posting blogs on your company blog. So ask yourself: how much content do you have? What types of resources do you have for blog management? Is it one person, is it three people? It takes time to manage a blog so the amount of resources you have will really make a difference. Who comprises your audience and where do they find content? Are you speaking to an audience that finds content often through a blog, or are people looking more towards other types of mediums to find their content? And then how are you promoting you blog posts? Are you promoting them just on social, are you hoping that people will just come to your blog organically? All of these questions will help you determine what the right cadence should be.
So next is some blog cadence best practices. Some best practices, just test, test, and test more to see what works best for your blog. Come up with a blog cadence and counter that fits how much content you have, and how many resources you have, and then start small and think big. Start with two days per week and go up from there. And then you have to think about your blog content mix. This is also important to your blog content mix will determine different types of posts that you will be posting on your blog.
It depends on your cadence: if you're only posting twice per day then your blog content mix may change. It depends on your audience, are you posting to mostly executives or practitioners? What about your authors? What types of content do they like to write about? You also want to consider your brand and your tone. Do you typically write content that's more playful, or do you write more content that's executive focused? And then again your blog resources. I can't stress this enough that taking care of a blog takes time.
So you want to make sure that you have the right resources to not only cover your cadence, but to also cover your blog mix as well. So there's some really fun ways to think about what you're different blog mix and topics should be, and one of these I love is actually from LinkedIn. They have this whole blogging food group infographic that I think is great. So I'm gonna go over some of the different food groups, and how you can apply that to your blog. So first we have whole wheats and grains. So these are your best practices in everyday posts, so in the blogging food calendar, this is the biggest area that you're gonna focus on.
Blog readers generally love best practices and tips. So this is probably the biggest area, and the biggest place that you'll focus on. So next we have veggies. These are your thought leadership, these are your case studies, these are the really important pieces that your audience has to eat, and that are really healthy for them. So this is where you're really putting a stake in the ground with thought leadership blogs and pieces. So the next you have your meat, your roasts.
These are your large strategic projects, like strategic resources, content assets, and really big pieces of thought leadership. The meat of your blog will most likely come from different content arcs, and different business priorities across your company. So for instance if one of your themes for a quarter is about a certain topic, you want to make sure that these types of meat posts are supporting that topic throughout your blog writing. So next we have our dessert pieces of content. These are our light and our fun blog posts.
This might be something you post on a Friday, it could be a fun infographic, an email about blunders, a top tens blog. Basically these are the types of blog posts that your audience looks forward to, that are easily digestible, easy to consume, and that are tasty, they're fun, they're great, they're shareable. So next, we have condiments. So these are the bold statements with a strong point of view. These are your controversial posts. You do want to sprinkle these in every once in a while.
So even though you might not have these all the time, as a business you don't want to be too controversial always, you do want to make sure that you're spattering these pieces in every once in a while to spark an industry discussion. So here's an example of a sample blog calendar, so this was actually taken from that infographic from LinkedIn. As you can see we have Monday might be your vegetable day. Tuesday might be the day that you put your meats out, your big thought leadership pieces, aligning to a particular topic or business initiative.
Wednesday you might have your best practice, your whole wheat and grain post. Maybe Thursday is the day you talk about your condiments, your spicy posts, and Friday might be your dessert day. And then if you're posting on a Saturday you might be doing vegetables or potentially whole wheat or grains. So this is just an example but the idea is you want to really map this out for your business. Whether it's using these types of vegetables and food as an example, or using your own types of examples, I definitely recommend you write it down somewhere, create a PowerPoint presentation, and even present it to some of the stakeholders in your organization so they can get a clear sense about what the different topic areas and feel your blog will have.
It's extremely important to determine the blog cadence and the content mix for your business. You want your subscribers to know what to expect from your blog. Now that you have some ideas be sure to sit down with those stakeholders and make some decisions.
Are you a business that needs to start a blog from scratch? Dayna Rothman, senior marketer at Marketo, shows how to choose a blogging platform and design your first blog. Then she dives into creating content that will drive conversions—writing on your own or with inside and outside contributors. Finally, she explains how to promote your blog and measure the impact of your marketing efforts.
Start now and learn how to connect with customers and market your business online with great blog content.
- The benefits of blogging
- Choosing a blogging platform
- Designing a blog
- Working with contributors
- Writing blog posts
- Promoting a blog
- Measuring the performance of a blog