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I created a game Halfchess for casual chess players - who are too busy for whatever reasons to play chess regularly. Since the development milestones have been met, I am blogging these days to generate a userbase. My blog link is https://medium.com/halfchess and the game link is https://halfchess.com .

What is your advice for me - about my blogging strategy, planning future blogs, distribution of blogs and monitoring the blogs?

  • MD

    Mike Dupuy

    over 2 years ago #

    I'd say that blogging should be a component of your overall marketing strategy but not the only thing you should do. Blogging tends to increase visibility and engagement over a longer period of time than social media or email marketing. I'd recommend you incorporate your blog on your website and provide an option for people to sign up for updates or subscribe to your blog. Then, every time you publish new content, you can send out an email to ask your database to check it out. You can then use the results and the analytics from your blogs to understand what content is resonating with your users to help you prioritize future posts.

  • SK

    Sean Kirby

    over 2 years ago #

    What is your strategy? If you provide more details it would be easier to offer advice on what you are doing right/what you should change.

  • NS

    Naval Saini

    over 2 years ago #

    Thanks for the reply Sean. I am correcting my usage of words.

    I have a blog with short articles related to chess and chess variations - most of which are very easy 2 mins read (and might be entertaining to some). I republish some on linkedin and others on facebook, based on the content and targeted audience. I decide on what to write about based on what I think is interesting.

    If I do this for a month, should I start seeing some growth in my product? Is this the right way to go about content marketing?

    • SK

      Sean Kirby

      over 2 years ago #

      I think you need to take a more strategic approach. Start with your end goal and work backwards from there.

      If I understand correctly, then your goal is to get users for your online game. So start there. Identify who would be most likely to play or register or whatever action it is you want people to take. Build out a few personas. You'll want to choose topics that appeal to these people, not what you think is interesting. But there are few other steps before you get to that.

      When you know what people you are trying to reach, and what you want them to do, then you have to figure out the best path to get them there. How many contacts will it take to get someone to convert? Most people don't immediately take action from a single blog post. Are there specific steps to get there? Would it be better to try to build a list of leads to nurture though email instead of trying to make it a one step process? Answer these questions and build out a funnel and customer journey map. Blog posts are usually top of the funnel content, and if you don't have plans in place to move people down that funnel, it won't do you much good.

      After all that, then you can start planning an editorial calendar. Try to hone in on the topics that your target audience will care about. Try to think laterally as well when brainstorming. Your audience may respond better to topics that aren't specifically about chess. Look at the Groove Startup Journey blog. The are a company that provides help desk software, but they don't limit themselves to customer service topics. Instead they focus on providing value to their audience with lessons on starting and running a business. And that blog has been their biggest driver of growth.

      When you land on a general topic area to focus on, do some research to see what else is out there. You need to find a way to differentiate yourself from these. Create an identity for your blog. Here's a post I wrote on how to do that: www.seankirbycopy.com/creating-a-content-identity

      Next, plot out specific topics on a calendar. You want to be as consistent as possible on when and how often you publish. There are plenty of places to find good topics. Look for specific keywords that are popular or trending. Find questions to answer. Sites like answerthepublic.com and quora are good places to start. You can also look at what's being shared the most in a tool like Buzzsumo.

      If your strategy is to generate leads and nurture them until they are ready to convert to users, then you'll want to make sure to build in ways to capture those leads. A good lead magnate is a great way to start. Content upgrades are even better if you have the capacity to create specific resources for each post.

      Finally, don't forget about promotion. It doesn't matter how good your blog is if it doesn't get any traffic. Develop a plan and allow yourself at least as much time for promotion as you do for creation.

      I know that's a lot to take in. Hopefully it helps. Best of luck.

    • CH

      Chris Hornak

      over 2 years ago #

      No, not in a month. Not without a lot of luck and/or money.

      Blogging is a long-term strategy but well worth the wait.

      Right now, I have a bigger problem with your website than your blog. If I arrive at this website it tells me nothing about what you want me to do. Sure you want me to login but login to what? You're asking a lot of me for telling me so little.

      As far as your blogging goes I'd write some more in-depth articles. Short can be effective for very small bits of information but in most cases, you'll want to cover your topic in more detail if you hope to compete.

      Before doing any of the above you really need to dive into defining your target audience and what their needs are.

      Try http://www.makemypersona.com/ and https://www.facebook.com/ads/audience-insights/ to get you thinking.

  • LJ

    Lloyd Jacob

    over 2 years ago #

    First off, nice game. I like it.

    If you are trying to build awareness for this game by blogging, it may work. It will take time. Although, I am not sure how many searches take place regarding chess content.

    However, since you are pushing on this, try to create articles around the obvious topics user's search for. Ex: "Chess tips", "Chess tips for beginners", "How to win at chess".

    You should take action on the traffic that does come to your site. Ask them to sign up for your newsletter so that you can keep them posted on future articles. To lift the chances of capturing their email, offer a "Chess tips e-book" in exchange for their email.

    You can try our tool BigEngage.com/blogger. We've got tools to help you grow your blog by collecting subscriptions, managing them in our CRM and using our email tool to send out newsletters.

    • NS

      Naval Saini

      over 2 years ago #

      I plan to publish are more indepth blog next - on one of the above topics next.

      Right now I get user email address when they login (via facebook). I have not started any email marketing - I will start it pretty soon (maybe when I have a 1000 registered users or email addresses to send emails too). I think I must be close to 100 now.

      I have put it on my todo list to check out BigEngage.com .

  • NK

    Noman Karim

    over 2 years ago #

    I'd say you should focus more on designing your landing page. Show immediately and clearly what should be the next when a user lands on your app/website. If you have decided to drive traffic via content marketing then you have to be a little patience. Before starting your content process, I would suggest you to have a market research.

    Come up with a list of keywords to target and check how they are performing for your competitors. Is it easier to rank for a certain keyword or will need some quality backlinks.

    Spy on your competitors, what strategies they are following and what are their top marketing channels. Search for online communities and forums where your target audience lives. Finally come up with quality content and get quality links to your website.

  • NS

    Naval Saini

    over 2 years ago #

    Hello. I have posted a new question here.


    Most recently I got selected in FBStart program - huge help as an indie developer. Now I am looking for advice on social features. Thank you.

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