Like all good ideas, blogging often begins with the best of intentions. After all, smart businesses know that blogging is important for a variety of reasons; it can help you to connect with your market niche, create compelling and sharable content and most importantly of all, help you to stand out from your competitors.
However, whilst many businesses do recognise the benefits to be had from blogging, this sometimes cannot prevent the early burnout that many eager bloggers suffer.
But why do so many businesses struggle to maintain momentum when writing for their business’s blog? Simply put – blogging can actually be quite hard work. Whilst many people maintain the idea of blogging to be a simple, yet effective way to promote your business, successful blogging requires a whole host of components.
To prevent blogging from becoming yet another unticked to-do item on your ever-growing list, follow these three steps:
One of the biggest reasons why businesses fail to maintain their site’s blog is that they drastically underestimate the time and skills involved. So, the first thing to do is take a long, hard look at the resources that are currently available to you.
Ask yourself – what skills and how much time are your business able to commit to the upkeep of your blog? For example, if you work alone you’ll probably find you have little time to dedicate solely to blogging. If you are time poor, you need to be realistic about how much time you can afford to lend your business blog. After all, with a blog it’s quality not quantity that is important. So, even if you have a few hours spare at the end of each week, use this time wisely to produce some sharable, expert content that will keep readers coming back for more.
On the other hand, if you work as part of a team you might want to look at the skills and workload of the employees around you. Is there anyone within the group particularly knowledgeable about your business subject, or known for their writing abilities?
The thing to remember is this – you need to be realistic about the resources available to you. Do this and adapt to what is available to you, and neither your blog (nor you) will suffer.
Once you know what resources you’re working with, you can begin to set up a publishing calendar. Just like you would carefully plan for every other area of your business, you should create a carefully thought out strategy for your blogging efforts. This will help to give the content creation aspects of your work more structure – helping to prevent stress and potential burnout.
When creating your publishing calendar, you should consider the following questions;
– How often should my business publish new content? A successful business blog demands fresh, up-to-date content. For this reason you will want to ensure that you are posting at least once a week, to maintain a steady flow of visitors. Any less and people will either think your site has been abandoned or will choose to go to your competitors.
– What topics should we cover? Research into your target market, their social media habits and your website’s analytics should give you a good idea of what kind of topics readers will be expecting from your blog. However, as an expert in your field you will already have a good idea of what to cover – whatever interests you, will interest the reader.
– Who will be responsible for each stage of the blogging process? A typical blogging process requires someone to research and write the post, upload and then promote it – usually through a variety of social media platforms. Assigning either all tasks or specific stages of the process to people on your team, will help to keep your blogging routine efficient and problem-free.
The best way to use your content calendar is to always ensure you are working two months ahead of schedule. This means two months’ worth of planned content or even pre-loaded and scheduled posts. This will help your business to stay on top of things as well as remove some of the pressure that can contribute to that disastrous bloggers’ burnout we are looking to avoid.
Sometimes, despite having followed the previous two steps, keeping on top of your business blogging just isn’t feasible. However, if this is the situation for you, then don’t fret just yet. There are still a tonne of ways for your business to reap the rewards of blogging, even if you aren’t putting in the work yourself.
When you are unable to fulfil all of your business blogging responsibilities, why not outsource the entire content creation process? For example, here at SEO Essex we offer a fantastic copywriting service as part of our SEO packages. Countless freelancers and businesses also offer this service; this means that you can continue doing what you do best for your business, confident in the knowledge that your blog content is in the hands of the professionals.
If you do decide to outsource your blog content, then there are several obvious things you will want to consider. For example, if your business is particularly niche, you may want to find someone with some experience in your field. Alternatively, if you have the knowledge but are not confident in your writing abilities, why not produce some draft copies or ideas for potential posts and let the copywriter take it from there?
This kind of service doesn’t have to be on a strictly fixed basis; as we mentioned before, it’s about recognising the resources that are already available to you and making them work for you.
The benefits of an active, entertaining and expert business blog can be incredibly profitable for anyone growing a business. By keeping these 3 steps in mind, you’ll be able prevent any blogging burnout and instead, reap the rewards of a well-executed blogging strategy.
For more information or help with your business’s content strategy, why not contact SEO Essex today?