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Blogging is hard work and for most businesses, it’s not a revenue source and never will be. So how do you combat business blogging burnout?
Blogging has two business building benefits:
1. Attracts potential customers to your website. When someone is searching for the answer to a problem, they turn to the web. And more specifically, to Google. The more great information you publish on your blog that answers client’s burning questions, the more likely a client will find you while searching.
2. Positions you as an expert in your industry, someone who can solve their problem, whether it’s navigating the nuances of healthcare reform or styling an updo that stays up. By consistently sharing valuable information, your web visitors come to know you, like you and trust you.
But a caution – building a blog that attracts searchers and turns those searchers into customers takes time. More time than you think. But the good news is, you probably don’t need as many visitors to your blog as you think either. If you’re a service provider, you don’t need ten thousand clients. You just need 10, 20 or 30 of the right clients.
1. Slow Down.
While SEO gurus dictate that you should be blogging daily and writing 500+ word missives if you hope to have your website rank high in search engines, the truth is that strategy isn’t sustainable for all businesses. The best strategy is the one that you’ll actually execute.
Consistency is vital to building trust with your prospects and customers, so plan to publish one good post, on the same day and time, once a week or every other week. (Luckily there are lots of free tools to help you automate the publishing part.)
2. Create an Editorial Calendar.
For blog publishing success, you need to create (and stick to!) an editorial calendar. Magazines use them to plan out the topics they’ll cover one year in advance. An editorial calendar prevents the “uh-oh, it’s Tuesday, I’ve got to get a blog post out today” panic.
Sit down and brainstorm a list of topics. Start with your ideal client – what does he or she want? What are her questions? What would help him right now? What does she need to know that she doesn’t ask for?
You should easily be able to come up with a list of 24 topics. Number them, and voila, you’ve got your editorial calendar for the next six months or year.
3. Don’t make the “Professor” mistake.
Lots of businesses and professionals try so hard to sound “professional” and smart that they write long, boring, corporate-style posts that talk over their client’s heads. Making your prospects feel dumb will cause them to flee your website and guarantees that they won’t work with you.
Forget about impressing your industry colleagues or your competitors – you are not writing for them. Focus on giving clear and simple information to your customer’s most common questions.
4. Mix it up.
Is writing torture? Chances are, if you’re bored, your audience is, too. Add some spark to your content!
Let’s take action to get the biggest road block OUT OF YOUR WAY. This week, create your editorial calendar for the next three months.
1. Set aside 15 minutes and brainstorm a list of topics.
2. Then number them in order that you’ll write about them.
3. Put them on your calendar.
4. Get writing! (Or recording. Or crafting text over image.)
You got this.