Blogging with Purpose

A guide to beating procrastination by putting together a blogging

strategy

When it comes to writing a Blog

In which case why Blog at all?Because it is key to your Communication

- It promotes your value to your customers- It shows that you are an expert in your field –

reassures through the buying process- It drives traffic to your website- It (partially) solves the problems of your

clients – leaves them looking for more!- It is integral to your brand- It grows the audience you want

Communication is 360◦

"The basic building block of good communications is the feeling that every human

being is unique and of value.“Source Unknown

Where do Blogs feature in a communication strategy

First – You have to have a communication strategy

Start with a stakeholder analysis

Analyse each Stakeholder for the way that THEY want to be communicated

with• Persona analysis• Social media demographics• Empathetic relationship • Use existing data

Each Stakeholder is unique but still shares some similarities

Preferred Medium Frequency

Content Opportunity

• Vested Participants

• Active Participants

• Engaged Observers

• Passive Observers

Sits on the outside of the business and has

yet to engage. May not realise we even exist nor that our services

have any value to them. They are the prospects yet to be

found.

Aware of us - There may be a resistance or barrier to overcome. It could be price or the perception of value.

They may not be ready to commit?

Connected to the business, who would wish to see it survive and prosper; but who does not engage with

the business on a daily basis.

They actively engages with the business at a

transactional level. Not always fee paying but

contracted in emotionally.

Four Stakeholder Groups

Populate the Matrix

• Vested Participants

• Active Participants

• Engaged Observers

• Passive Observers

Future clients, tutors, schools,

competitors who do not

know us

Competitors, non-contracted

in suppliers, leads, Social

Media contacts

Franchisor, professional

bodies, tutors on-boarded but

not working

Existing customers,

clients, working tutors,

employees

Identify the following

Frequency

Medium

Contexts(Internal /External)

Content

Purpose

Blogs are only one part of a communication strategy – But an important one

Turn the wheel of the Blogs

Reinforce with

Content

Be consistent

Build a content calendar Month Context -

schoolContext - general

Stakeholder Group

Content

Blog 1

Suggested Titles

Blog 1

Content

Blog 2

Suggested Titles

Blog 2Jan Spring Term

Closing date for Primary selection

Essex Schools Food and Farming Day

Engaged observers

Choosing a primary school

Choices – do the really exist or are they make-believe?

Rural East Anglia

The best comfort food that powers the brain

Feb Spring ½ term

Secondary school offers

Passive observers

Secondary applications

Why do we put up with this post code lottery?

½ term break – things to do

Relax – let the brain do all the hard work?

Mar Easter Holidays

British Science week

Secondary school offers

Active Participants

Exams approaching Exam prep over Easter

10 Myths around time management or

How to get really organised ahead of exams

Science, Technology, Engineering, Maths

STEM – to understand, innovate, build and measure – an approach to life and business we should all embrace

April Easter Holidays finish

First Day of Passover

Shakespeare Day

Vested participants

Diversity Let’s celebrate the UK’s rich cultural diversity

Relevance of the Bard’s words

10 Things Shakespeare teaches us about living today

May 11+ Registrations open

May Day

TD Competition

Engaged observers

Labour Day

Meaning & history

The history of Labour Day – it is more than a holiday!

11+ why we don’t simply follow the crowd

One exam that opens a door – not learning for life as we know it

Your brand is everything you do

Relevance Plan your blogs around your audience- Does it solve the problem or answer the question?- If you were this stakeholder would you open the

article – would you bookmark it?- Is it well written, clear, engaging and easy to

digest?If the answer is ‘NO’ to any of these – contract out to a professional

BUT DON’T ABDICATE THE STRATEGY

Record your Results

• Publish and be damned• Record the results and consequences• Revisit old blogs and keep relevant

• Post, re-post and like / share from different platforms