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April 30th, 2014
5 min read
As of the time I’m writing this post, I am in the process of doing a little reorganization of the Blog Marketing Academy site. By the time you read this, perhaps it will be live. Who knows. 🙂
But, at the outset of defining my checklist for what I wanted to accomplish with this “tweak” to the site, I had a little aha moment.
In fact, it hit me while I was laying in bed at about midnight. It was one of those things where I had to get my iPhone and jot down a note to myself on my idea before I forgot. Bedtime ideas are one of those curses of being an entrepreneur, I guess. 😉
It has to do with how you define your blog categories.
The Usual Way Of Doing Categories
Blog categories are usually used as little digital filing cabinets. You look at the content you’re creating (or want to create) and you break it down into major content divisions and you define your categories that way.
But, there are a few problems with doing it this way:
- You inevitably end up expanding your category tree over time as your content adjusts.
- You may end up with way too many categories and it just becomes unwieldy.
- The categories end up being a bit meaningless.
In addition to the “nag factor” of categories for the blogger, there’s also this pesky fact:
Your reader doesn’t really navigate that way.
Now, true… if you have categories in your top menu, readers will probably use it. But, then again, most of the time that reader is just hunting and pecking. They don’t really know what they want. They’re just surfing casually to see what you have to offer.
Most readers will check out the most recent posts on your blog and make the “read or not read” determination based on that. So, in that case, the categories just don’t resonate.
And so we, as bloggers, get our knickers in a twist over blog categories and, more often than not, it is all for nothing.
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A Different Approach To Defining Blog Categories
Let’s back up a moment and let me restate a couple of core considerations about blog-based marketing:
- The primary function of your blog is to communicate the benefits that your prospect is looking for and then motivate them to take the first step in your marketing funnel – namely, email opt-in.
- The web visitor is surfing the net in a constant state of “What’s in it for me?”. They will subscribe to you if you offer them something they want. In other words, it is about THEM, not you.
- This is a communication business, and in order for communication to take place, you have to be talking to them on common ground. There needs to be a common reality between what you’re talking about and what they’re looking for.
OK, so the idea for blog categories is this…
Turn your blog categories into “hot buttons” for your market, each being a major benefit that your target market is looking for.
So, instead of it being a filing cabinet, your category is actually something that your market is LOOKING FOR, and the posts to deliver them that outcome will be found there.
Not only that, you can actually name the category something which will communicate to your market.
So, an example….
How I Am Restructuring My Own Blog Categories
OK, here is the category structure that I have had here at BMA for awhile now:
- Content Creation
- Social Media
I left out a few internal categories (like the podcast), but you get the idea. Point is, these categories are primarily just filing cabinets based on topic. And they’re pretty damn vague, really.
Here’s the new structure I’m shooting for (as of now):
- Get More Traffic
- Build My Platform
- Sell More Stuff
- Increase Engagement
- Be More Productive
- Build My Business
When you look at the core things that my own market and audience are looking for, there you have it. As an example, if you’re surfing this site and you want to make money with your blog, is “Marketing” something which resonates with you?… or does “Sell More Stuff” more clearly communicate what we’re after here?
Another one… the word “Technical”. One thing about my audience…. the technical stuff is just one of those necessary evils. People hate it. 🙂 It isn’t a benefit at all. But, what are you looking to accomplish? What is the outcome or transformation you want? “Build My Platform”.
Now, all this could be just a big exercise in naming conventions if not for one other thing…
Your blog will much more effectively communicate the benefits it offers if these benefit-based categories are out in the open in front of people’s eyeballs.
No longer do we just use some boring category widget in the sidebar (although you could). Now your categories are an actual marketing tool.
Here’s a screenshot of part of the new Academy homepage:
Now, I have something much more effective in mind for these links than just pointing directly to a blog category, but these 6 things will each correspond to a blog category. And the blog itself will have these links in the sidebar.
How To Maximize Marketing Results With These Categories
If the main function of the blog is to get the lead, then these kind of categories will be much more effective.
With the StudioPress theme and the Genesis Simple Sidebars plug-in, you can have multiple sidebars on your blog and choose which sidebar you want to display on each post. So, why not display a targeted opt-in offer which is specific to each category?
You accomplish two things:
- You can increase opt-in rates because the opt-in is now tightly related to the BENEFIT the person was looking for on your site.
- By tracking which opt-in they used, you now know what that person is interested in. You can then follow up accordingly with more targeted email messages.
Not to mention that you can map each benefit-based category to an offer of some kind and increase conversions.
I encourage you to take a look at how you’re using categories on your blog.