7 tips for consistent blogging
Your copywriter, SEO person and web developer have all said you need to write a regular blog. Your competitors are all doing it. But somehow something always seems to get in the way. You’re busy with client work. You don’t know what to write. Hasn’t everything already been said? What if people think it’s shit? I get it. Writing a blog for your business can feel like a massive drama.
But here’s why you should persist:
It helps you find and cement your brand personality: this makes you more likeable and memorable which will mean your clients book and rebook you.
You get to learn more about your field and share your knowledge; this will earn you genius points with clients and your peers in the industry.
You’ll boost your website’s search engine ranking. This means more traffic and therefore more customers.
It makes a good impression: a regularly updated, clear and useful blog signals to your customers that you’re hardworking, committed, reliable and serious about your business, meaning they’re more likely to trust you.
Convinced? Now, here are my tips for how to keep that blog updated on the regular without the drama.
1. Set realistic intentions
Decide on your content schedule and put it in writing. Figure out how much time you can devote to the process and how often. Be realistic: if every week is going to be a stretch, why not start with once a month. You’re more likely to maintain it if you don’t burn out in the first few weeks.
2. Make time
Block out time in your diary to do your research, writing, editing and uploading. This time should not be sold to clients or used to do the laundry. When making your schedule, give yourself a few days between writing and editing if possible.
3. Strategise
There’s nothing worse than getting to blog-post-writing day and casting about for a topic before deciding your readers really need to know about the contents of your fridge. Not only is it soul-destroying, you also risk wasting your energy because there’s no thought or strategy behind what you’re posting. The best way to maintain a consistent blog and keep it valuable is to nail your strategy down from the word go.
Ask yourself: who is this blog for? And what do they care about? Decide on three or four content pillars for your blog – topics you want to become known for talking about with authority. It might feel counterintuitive to limit yourself in this way if you’re worried about having enough to say. But the theory about structure-enabling creativity is true. Being intentional at this stage will serve to guide you, not limit you, I promise.
4. Consume
The best way to keep the ideas coming is to go forth and consume. Whether it’s another blog post, an article, an exhibition or an afternoon in a coffee shop, get out there and experience the world.
Subscribe to relevant keywords on Google. Add your name to a few email newsletters. Every week, set aside half an hour to read the latest content. The more you consume, the more the cogs in your brain will generate new thoughts and ideas that could become your next blog post.
5. Make notes
As soon as an idea for a blog post comes to you, write it down. Keep a note in your phone for blog post ideas on the go. They don’t have to be fully formed just yet, they’ll take shape when you come round to research them. Every three months, sit down and plot your ideas into your content planner. If you have an idea or find an article relating to one of your planned posts, save it into your content planner so you already have a bank of resources when the time comes to get started.
6. Be efficient
Perfect a streamlined process to get your blog posts dressed, ready and out the door with minimum fuss. First, do some research, making notes in a Word document as you go. Set a time limit if you’re someone who ends up down internet rabbit holes.
When you’re happy with your notes, organise them into a logical structure. Going this hard on the planning stage means that bashing out your first draft should be quick and easy.
First draft written, leave it alone for at least 24 hours before you go back in to edit and check.
7. Get help
Hiring a proofreader is a great way to guarantee your professionalism and accuracy without spending the hours it can take to proofread your own stuff. Hiring a VA to upload the posts for you gives you back time to spend making your next piece of content. It also gives you a hard deadline and two extra people to be accountable to.
Let me know where you are with this. Do you write a regular blog? Are you a lapsed blogger? Chat to me on LinkedIn, I’d love to know your thoughts.