Blog content strategy

  • Is your charity’s blog feeling unfocused?
  • Not sure whether your blog is having the impact you want?
  • Has writing your blog become a chore?

If you want make sure your charity’s blog is focussed on achieving your organisation’s objectives, I can help.

It doesn’t matter if you’re just starting, or want to re-focus an existing blog. I will work with your team to create a strategy that ensures your hard work makes a difference for your organisation and the cause.

What went wrong?

Many charities start blogs with good intentions – with good ideas for topics, and a commitment to publishing regularly.

But over time, the blog can sometimes drift away from this starting point. Then one day, they’re suddenly left with a feeling that the charity’s blog is a bit lost.

Common problems I see are:

  • No clear purpose, or defined audience.
  • A blog that has become a ‘dumping ground’ for anything and everything.
  • Inconsistent publishing – a quick flurry of posts, then nothing for months.

And what sticks in my mind is how staff feel about their charity’s blog:

  • Frustrated that their hard work isn’t having the impact they’d like.
  • Unmotivated, feeling like blog writing is a chore.
  • Feeling a bit lost with what the blog is for.
  • Unable to refuse requests from colleagues for posts that don’t seem to fit with anything else.

If any of the above sounds familiar to you, I’d love to help you make a change.

What is a blog strategy?

My aim is to help you create a strategy for your blog that is focussed on BOTH:

  1. achieving the aims of your organisation.
  2. the needs of the blog’s audience

As with any content channel, your blog must help achieve the aims of the organisation – otherwise, why bother? Why waste your time (and therefore, your supporter’s money) writing it? 

But clearly, a blog without an audience is also a waste. It’s no use only talking about how great your charity is, if no-one’s listening. People are only going to spend their time reading your blog if there’s something in it for them.

Your blog strategy must address both the aims of the organisation and the aims of the audience.

My approach to blog strategy

I work with colleagues from across the charity to help you create an effective and measurable blog strategy. Our process will be:

  • Owned by you: You know your organisation and your audience better than me. So I work with you to create a strategy that works for you. I don’t just turn up and tell you what to do.
  • Bringing in diverse expertise: I want a range of people from across the charity to be involved in developing the strategy. Not only is this crucial to make sure it achieves the charity’s aims, but a diversity of opinions makes for better ideas. Just because it sits within your team, doesn’t mean it’s all on your shoulders to decide what it should be. 
  • Collaborative: in a strategy workshop,I facilitate a discussion between the participants, as equals. I don’t believe in decisions only being made by the senior management team.
  • Flexible: I work with you to decide what areas are most important for us to explore, or where you’re facing the most challenges. We won’t waste time on things you think are working fine.
  • Remote-first: Remote and hybrid working is the norm in the charity sector. I deliver workshop sessions that operate entirely online, without the need for your team to travel, or the difficulties in finding a room for a session. I believe it’s possible to facilitate workshops that are engaging and inclusive, as well as effective. (If you would prefer for me to deliver a session in person, I’d be happy to do so for an extra fee).

When is a blog strategy suitable?

Every blog should have a strategy. You might find yourself in one of these situations:

  • Your charity is thinking about starting a blog – a perfect opportunity to get started in the right direction.
  • Things are going OK, but you just want to check you’re on the right track – a good opportunity to make sure that your charity’s blog stays focussed.
  • You’re not happy with the blog, and you need a complete overhaul – if you feel you’ve lost your way and want to ‘reset’, you need to define your strategy.

Together, we’ll work out the best thing to do at the current moment.

Examples of my blog strategy work

You can read through examples of blog strategy sessions here: