Blogging for your business is a great way to share your knowledge, establish yourself as an expert, drive traffic to your business, create dialogue between you and your customers and increase your SEO ranking. So why aren’t more people blogging, especially when software like WordPress and Blogger exists that makes it free for you to do this? Because it takes time, like any good marketing strategy. It takes time to develop quality and relevant content and to share it with others. Although, really, it doesn’t need to if you plan ahead.
Some of us are strong writers while others are better at things like keeping their books. While I fall on the former end of that spectrum, I still sometimes struggle to find something to write about – perhaps it’s because I’m writing the better part of the day, sometimes I just don’t want to write anything else.
Here’s a three things that you can do to minimize your time investment on blogging and get blogging right now:
1) Develop an editorial calendar. If you’re not familiar with this term, it’s what editors use to craft a calendar of what their issues are going to cover. For example, a monthly magazine’s editorial calendar will include the features (stories) they will cover in a future issue and that will determine the types of articles that will be in in the magazine. Also, if the editor hires freelance writers, it will seek out stories and writers relevant to the editorial calendar.
By creating an editorial calendar for your blog, you’re essentially holding yourself accountable for writing about certain themes or topics around a period of time. This helps maximize your time because it not only focuses your attention to the topic at hand (as opposed to waiting for some inspiration to smack you in the face) but if you find articles or topics that relate to your editorial calendar, you can file it away for when the time comes and, viola, relevant content at the ready!
2) Write several posts in one sitting. Aside from what to write, the other issue I hear from many clients is that it takes TIME to write. This is true. However, you can minimize the time you spend on writing by sitting down at one time and knocking out several posts at once. For example, every Monday I write about a Marketing Tip. My editorial calendar for Mondays says: Marketing Monday Tip. So I know what I’ll be writing – but rather than sit at my computer every Monday morning and write a tip, I sit down at the beginning of the MONTH and write the next FOUR posts in one sitting. It takes about an hour and then I’m done for the month. If I were to do it every Monday, it would probably take me twice the time because I’d have to log into the site, draft my post, find a accompanying photo and then publish it. By concentrating on the task at hand, I essentially buy myself an hour.
3) Invite guest bloggers to write for you. While you’re trying to establish your blog’s voice and assert yourself as the expert, you also can invite others to write a guest blog post for you. When deciding who will contribute to your blog, consider what they will bring to the table. Is their information appropriate for your blog and business? Will she offer valuable and informative information?
By inviting others to write guest posts, you not only provide relevant and different content to your readers, but it encourages more traffic to your blog since it’s likely the guest blogger will share the post with her audience, too.
Megy Karydes is principal of Karydes Consulting, a boutique marketing and communications firm that specializes in working with both for profit and not-for-profit organizations. She likes her calendars, whether digital or on paper, and has her editorial calendar pinned to her board in her office to remind her what day it is!