Blog Strategy vs. Blog Tactics:
Strategy: The long-term direction for your blog that defines specific goals and the broad direction to reach those goals.
Tactics: The specific actions you take to move closer to achieving your blog goals. Tactics are a part of your overall strategy. For example, holding a blog contest to boost short-term traffic or writing guest posts on other blogs to give your blog broader exposure are both tactics that help you move closer to reaching your long-term strategic goals.
5 Steps to Blog Strategically:
1. Define your long-term goals for your blog.
Develop quantifiable and measurable goals for your blog. For example, create 3-month, 6-month, and 1-year goals based on page views and unique visitors. These are goals that you can measure using your preferred blog analytics tool such as Google Analytics. Just make sure your goals are specific and realistic.
2. Write blog posts with a long-term focus.
Always think before you write a blog post, and ask yourself how each post fits into your long-term blog strategy and goals. Of course, you can't expect every blog post to be perfectly aligned with your blogging goals. You need to keep your content fresh and interesting, but the vast majority of your posts should help you move closer to your strategic goals in some way.
3. Promote your blog posts.
If you publish it, they won't come. You need to promote your content to make sure people are aware that it exists. It's these short-term promotional tactics that will help you get closer to your strategic goals. Check out 15 ways to use social media marketing to promote your blog and 10 free blog promotion tips for some great blog marketing ideas.
4. Keep overt self-promotion to a minimum.
No one will read your blog or interact with you across the social web if your blog posts and content are filled with self-promotional messages. Instead, focus on publishing content that is useful and meaningful to your audience. That's the type of content they'll want to read, share with their own online audiences, and talk about. This word-of-mouth marketing is far more powerful in terms of building long-term, sustainable, and organic blog growth than direct promotion.
5. Don't let short-term thinking get in the way of reaching your long-term goals.
As a blogger, it's easy to get caught up in the day-to-day activities that your blog requires and lose sight of your long-term goals. Therefore, it's important that you monitor your efforts against your long-term goals on a monthly basis at the very least. If you find yourself losing focus, this monthly monitoring will help you see where you've veered off track and help you get back on course to reach your long-term goals. However, that doesn't mean your blog strategy is static. On the contrary, the web and your audience is likely to evolve over time. Therefore, your blog strategy should be flexible enough to change as needed.