Content is King
As a follow up to our blog “Talking to Your Customers” this post will give you some ideas about content creation. While we have written a few times about the importance of golf courses hosting a blog we have not given any suggestions on how to keep it up to date with content relevant to your readers. Fresh content is key to keeping your Google search ranking high while good quality content will drive more interaction which is also important to Google.
Create a Plan
Building a Content Calendar is the most important step in the process and needs to happen even before you start blogging. The Calendar will lay out weekly topics and who in your organization is responsible for each post. Ideally you will have 3 or 4 staff members contributing to the blog to put less time pressure on your staff. At a golf operation we suggest the General Manager, Golf Professional, Superintendent and Food & Beverage Manager are key members of the content team.
So what do you write about?
Start by having your golf shop staff write down every question they get asked about the golf course. These will undoubtedly include such things as…Why are you aerating now? Why is the driving range on mats? Can we start on the back nine? You get the picture…and you will probably get some very ‘off-the-wall’ questions asked as well. Use the best and most relevant of these questions to give your superintendent a topic a month for 12 months.
Also have your teaching pros keep track of the most common and the strangest things they get asked during a golf lesson. Use these questions to build blog content. For food and beverage content have your manager focus on any informational pieces relevant to your menu, food or events such as tips for planning a great event, ocean wise seafood products on your menu, new menu items, etc. Leave any golf industry information ,trends or even comments about upcoming PGA or LPGA events to your General Manager.
One blog per week
Your goal to start should be one blog per week. If your operation is seasonal you should strive for one blog a week when you are open and one blog every two weeks when you are closed. Do not leave your blog static during the entire off season. By using four members of your staff team to do the blogging each member needs to be responsible for one blog per month. This is very do-able, will bring more visitors to your website and will keep your regular visitors coming back more often. If your staff get really into the blogging process let them post more often as this will help your SEO even more.
Jeff & Tara Ciecko of CK Golf Solutions write two blogs on their website, one is there 19th Hole Blog where they share personal experiences and the Biz Blog where they share business best practices and golf industry related opinions. They have owned CK Golf Solutions for 5 years and provide business best practices to a number of industries.