It’s Friday afternoon.
Your to-do list is screaming “Update Blog” at you. You want to tell it to go away – but you did that last week. And the week before.
You can’t think of anything to write.
You wish you had never started the blog in the first place but someone told you that all businesses need a blog these days.
You’re not alone – there are thousands of small business blogs out there that:
- Have one post. Usually called “Welcome to our Blog”. Saying something like “We’ll be bringing you all the exciting news, events and latest products ….. “. Dated about 2 years ago.
- Start every post with “It’s been ages since I last updated this blog………”
- Consist of boring, uninspiring posts, obviously written in desperation with no thought to their purpose, content or readership.
Blogging for business takes commitment, but it doesn’t need to be a chore. With the right approach you can write interesting, effective content that brings you new business and doesn’t take hours from your busy schedule.
Step 1: Preparation
Firstly, understand what you are trying to achieve with your blog. Do you want to get links for SEO? Show your skills and experience? Help customers get the most from your products so they’ll feel confident about making a purchase?
Once you know the purpose of your blog, you will have a clearer idea what type of articles to write.
Step 2: Content Planning
Now brainstorm lots of ideas. Get them all down on paper, in a spreadsheet – whatever works for you. Here are a few to get you started:
- Comment on the latest trends in your industry
- Answer a frequently asked question
- A behind the scenes look at your business
- A staff member profile
- A demo video for your latest product
Now go a bit further and create actual titles for your articles. By the end of this exercise you should have a list of articles you are going to write. Finally add a scheduled publishing date for each one.
When deciding how often to publish, be realistic. Weekly blog posts are great, but it’s better to publish something great every month than rushed articles every week.
Update your plan every month or so – you might want to add something topical at the last minute or hold back a really great article while you get some extra data. Organised doesn’t have to mean inflexible.
Step 3: Do It
Put time in your diary for blog writing. You might prefer to block out an afternoon once a month and create 3 or 4 articles. Or set aside a weekly time slot.
Writing ahead of your planned publishing date ensures you have time for spell checking, researching and sourcing images to make your blog more interesting.
So stop staring at that blank screen and take those steps towards a blog which works for your business. You’ll feel so much better.