Last month, we introduced how important business blogging is to your SEO efforts. This month, we'll explore some possible sources for content as well as time management considerations.
WHAT TO WRITE ABOUT?
Finding topics is one of the most common challenges. Good places to start include:
Answering FAQs (frequently asked questions)
Reviewing industry trends
Product/service comparisons
Brief interviews with experts
Let's look at some other ways to generate content.
Repackaging. Consider using internal publications. Remove sensitive or proprietary information and transform it into a blog post. This can highlight the inner workings of your brand and make for informative, interesting reading. Go to your front-line people who communicate regularly with the outside world. Sales or customer service representatives are great resources for generating a rich list of questions or topics.
Brainstorming. Hold brainstorming sessions or create a collaborative area where employees can contribute to potential topics. Identify peers or fellow bloggers who also might be interested in participating in these gatherings. Groups are a great place to not only cultivate new ideas and also identify a micro-level gauge of topics that might interest a broader audience.
Inviting guest bloggers. Explore your network. Invite other industry thought leaders to write guest posts. This a great way to expand readership (for you and your guest blogger), and also form co-marketing partnerships and stronger relationships with influential colleagues.
Curating. Add another layer of value for your readers through the aggregation of outside content. Ask yourself: is the reader saving time by having all these resources in one place? Am I adding my opinions/insights to what somebody else has already said? Curation is an excellent way to forge new relationships. Be diligent in following other bloggers' content usage guidelines, and always reference the original author. Remember, when linking to outside content, create links that open in a new tab or window, so your reader can remain on your site.
WHO HAS TIME FOR BLOGGING?
How often you blog will be determined by a couple of very simple measures.
How many new sales leads do you need each month?
Does your blog contain extensive and engaging content that targets an active audience?
If you need a constant flow of traffic, you'll want to be very present. A blog sent out once or twice a month will work for some businesses, but certainly not for all. Manage your expectations regarding your blogging efforts.
Use a content creation plan to ensure a constant backlog of usable content. Some topics will become ongoing, which will reinforce your long-term blogging strategy.
Build an editorial calendar to chart your frequency, areas of focus, and keyword ranking measurement. Maintain a healthy mix of posts: Some, short and shareable, others comprehensive and substantial, and still others that are timely and leverage the buzz surrounding a trending topic. Your plan should allow for flexibility and responsiveness.
Next month we'll look at ways to spread the reach of your blog.