Many thanks to those who helped me with the creation of this blog post!
What is an Online Marketing Journal?
An online marketing journal is a type of blog that focuses on business blogging and marketing. A marketing journal typically covers a variety of marketing topics including marketing plans, marketing campaigns, and brand analytics. The emphasis is on actionable content that can be used by business professionals in everyday marketing situations. As a business or marketing blogger, you will typically find yourself updating the journal frequently providing fresh new content for your audience.
The primary audience for an online marketing journal is business and marketing professionals. But since the content is often educational in nature, the audience is somewhat broad. Individuals interested in marketing, business, and blogging will find this type of blog useful.
Why should you write an online marketing journal?
There are numerous benefits to writing an online marketing journal!
Firstly, it’s a great way to keep track of your ideas as you research and dissect marketing methods. Secondly, you can use the blog to develop your voice as an author and to build a brand for yourself. Thirdly, you can use the blog to connect with other marketers and businesspeople to share ideas and to get feedback. Fourthly, you can use the blog to grow your personal brand and to gain credibility. What are the benefits for your business? Consider the following:
- Develops critical thinking skills
- Allows you to stay organized
- Enables you to clearly showcase your expertise
- Boosts your career
- Increases your company’s credibility
- Allows you to establish yourself as a thought leader
Now, you might be asking yourself “But isn’t blogging covered in my online marketing course?” and “Isn’t build a brand mostly done through social media?” To both questions, the answer is yes.
While it’s important to learn the theory behind blogging and social media, it’s also important to apply the theory to real-world situations. Your marketing plan isn’t the same as your blog posts, and your social media accounts aren’t the same as your webinars. To truly develop a personal brand and to become an expert in your field, you will need to create a platform for yourself that incorporates all of these elements. That’s why you should write an online marketing journal.
How do I start an online marketing journal?
You can start an online marketing journal in less than 5 minutes with the help of a word processor and a few pieces of paper. All you need is an idea for a blog post and somewhere to write it.
To make your life easier, I have provided you with a free download of the word processor I use, Microsoft Word.
Once you have Microsoft Word open, click on the File menu then select Print to create a single page with all the text you will need to start your blog.
While you are doing this, take some time to think of a few key words that describe your blog. These words will become your blog’s “searchable keyword” and will help Google and other search engines find your content easily. Once you have a few keywords, look them up in the Oxford English Dictionary and add them to your list. Include variations of the keywords such as “How-to”, “blogging”, “tips”, etc.
When you are finished, save the Microsoft Word document as a PDF file then close it. You will now have a fully-functioning digital marketing journal ready to go.
What should my next step be?
Now that you have a digital marketing journal, your next step is to populate it with content.
Think of at least three areas of marketing that you are an expert in. Consider topics like SEO, content marketing, and social media marketing. For each of these areas, you will need to find a few examples of blog posts that you deem relevant and helpful. Once you have this content, you can use it to populate your new digital marketing journal.
The nice thing about having content already written is that you don’t have to worry about finding the time to actively write about the topic. As a newly-minted marketing expert, you might be too busy to sit down and write a detailed blog post about SEO. However, you can always find the time to update your journal with a few paragraphs about SEO or to add an example of a successful SEO campaign.
An easy way to find content is to use a tool like BuzzSumo to search for articles that are similar to what you just wrote. You can use these articles as examples to expand upon in your journal. Alternatively, you can use your marketing journal to collect and organize content from around the web that you deem relevant and helpful.
How do I keep my readers engaged?
While you might be tempted to just throw in some entertaining or quirky anecdotes, you actually need to incorporate these stories within a framework of expert information. You can use tools like Microsoft Word to add additional transitions and to make your text more engaging. You can also use tools like Final Draft to add video icons and other interactive elements to your blog post. Consider the following example:
Say you are writing about how to choose a web host for your blog. You might start with a few stories about famous people and brands who use or recommend certain web hosts. But, you should then follow this up with information about the various features and benefits of the hosts you have considered. The key to keeping your audience engaged is to provide them with useful information that they can immediately apply to their own situations.
What platforms do I use?
You can use any type of content creator (e.g., WordPress, Blogger, etc.) to start an online marketing journal. But, for the purposes of this post, I will be using Blogger to create and populate my journal.
If you plan to write about SEO, you should use a tool like Google Analytics to track the various platforms your blog posts and social media posts are appearing on. Knowing these details will help you determine the effectiveness of your marketing efforts.
In addition to finding and noting the various platforms your content is appearing on, it’s also important to actively monitor and measure the various metrics that determine the popularity of your content. You can use Google Analytics to track the various metrics such as how often your articles are being viewed, how many times they are being shared, and how often users are visiting your site compared to other sites.
These are just a few of the questions you should ask yourself as you establish yourself as a marketer. But, instead of asking yourself these questions, you can use a tool like Scriven to create a personal brand management plan. Within this plan, you can enter your goals and the various platforms you will use to achieve these goals. With a click of a button, you can have a digital marketing journal to help you stay organized and to follow up on all of the important details. So, instead of asking yourself these questions, you can use the answers to your advantage by working backwards to create an actionable plan.