If you’re blogging just to be filling space, you’re wasting your time and effort. I’m working with several clients who have blogs on their websites, yet for neither of them is her blog working—no followers, no traction on her website, and it’s easy to see why.
Client #1: Original mediocre content: missed opportunities
Client #1 writes her own blogs, but they’re haphazard. They’re neither thoughtful nor well-written; it’s clear she hasn’t put much preparation and effort into her posts. There are no compelling or funny stories, no case studies that they might share. No opinions shared on what might be going on in her industry. She also doesn’t take advantage of posting her blog on Linkedin to reach a whole new marketing channel.
While she uses images, they’re poor, and she’s not adding a caption, which can be an additional keyword source. She misses the opportunity to use alt tags with her images and doesn’t write metadescriptions. Most of her blogs are short and lacking substance—good blogs should be at least 300 words. The results are entirely predictable: she’s neither deriving any SEO value from her blogs nor positioning herself as an industry expert.
Client #2: Content curation: nothing personal, insightful or compelling
Client #2 has a huge volume of blogs on her site, but none of them is hers—they’re all repurposed from a range of industry sources. No metadescriptions, no alt tags on images. Google Analytics shows that she’s driving almost no traffic from these posts.
If you’re simply reposting whatever you can find that is vaguely related to your business, you’re wasting your time. It can be challenging to come up with a snappy blog every single week when you’re drowning. This is why many bloggers become derailed.
Here are 9 ideas to jumpstart your blogging program
- Buzzsumo is my current favorite—a wonderful source of shared content on a wide range of topics.
- SlideShare is another great source of ideas. Read a few articles/presentations and you will come up with ideas of your own.
- Still struggling? Use the premise of someone else’s blog and do your own spin on this. Make it personal—provide an example or personal experience.
- What’s going on in the news in your industry? Talk about this—share your experience or opinion. Share some stats or data.
- Showcase a deserving colleague or highlight a recent workshop or seminar
- Be mindful and think about what you could be blogging about each week as you interact with your clients; set aside a regular time every week to write your blog.
- Look for occasional guest bloggers—it takes the pressure off and gives your colleagues some exposure. Ask them to reciprocate.
- Delegate—identify someone on your team to help share the blogging responsibility.
- Develop an editorial calendar to take advantage of key industry events.
Blogging can be the workhorse of your content marketing program; make it work for you.