A couple of weeks ago, I wrote about the many benefits of blogging for your business. If you considered the information I shared in that post, you may have thought, “That’s great Sydni…but what am I going to write about week after week?”
That’s a great question! One that many solo service professionals struggle with. The good news is … you have PLENTY to write about! You are probably just over thinking this crucial aspect of online marketing and looking at it as one more thing to add to your to-do list.
I can relate! For years now I have struggled to write my own blog and REALLY struggled with trying to enjoy the process. I’ve never loved to write, though I’ve always been told that I’m good at it. Each week it has been like pulling teeth to write my posts and get them live on my site.
But that has all changed recently and now I LOVE blogging! “What happened?” you may ask.
I realized that I too was over thinking this and making it about ME, which was making it hard to figure out what to talk about. What’s more important than how I feel about writing is that my ideal clients are struggling to market their businesses effectively, or wanting to take their business to the next level and I have the solutions to their problems. My business is based on serving others and to do that, it is my duty to generously share what I know about small business marketing. I need to be writing about challenges that solo service professionals commonly face, problems they are trying desperately to fix and resources that will make their lives easier.
So, to make the process of creating content for your blog easier, you can focus on those same topics for your audience. Just follow my simple 5-step formula for consistently relevant creating content for your blog:
- Answer the following three questions from the perspective of your ideal client:
- What is keeping them up at night?
- What is the biggest challenge or problem they are facing right now?
- What information and resources do you have to share that will make their lives easier?
- Create an editorial calendar for yourself by writing down a list of topics you can write about in your blog (based on the questions you answered in step 1). Your first editorial calendar can be for the upcoming month and will include an outline of what topics you’ll write about on your blog each week. (You should be creating at least three blog posts per week). Use a spreadsheet to outline your 12 blog posts for the upcoming month. Include a possible title for the post and then a brief, one-sentence description of what the post will be about.
- Create a few FREE Google Alerts about your industry, expertise and “competitors”. (I use the term “competitors” loosely, because I tend to look at them as colleagues. Google Alerts are email updates of the latest relevant Google results (web, news, etc.) based on keywords that you select. You can use the Google Alerts to monitor conversations in your industry, stay current on trends and get up to date data on what’s going on with your ideal clients. Set up a folder in your email Inbox JUST for these Google Alerts. In fact, setup a rule that forwards the alerts right to that folder so they don’t crowd up your Inbox. Then schedule time to review the alerts once per week to inspire you before you write your blog posts.
- Schedule time on your calendar EACH week to prepare your blog posts. You may choose to write them all in one sitting. Or you may block out a specific time on your calendar three times per week to write. Whichever method works best for you is fine, just be sure to schedule the time on your calendar so that you don’t leave your writing to chance. It shouldn’t take more than 30 minutes to create a 300-500 post, proofread it and post it to your blog.
- Repeat these steps each week/month so that you are planning ahead for your blogging activity and staying connected to your target market.
Once you get started blogging regularly and share your vast knowledge with others, it will become less of a “task” and turn into an enjoyable way to market your business that is smart, simple and HIGHLY effective!
I want to hear about your experience with my formula, as well as any tips you have to share on effective blogging for your business. Please do share your thoughts by posting a comment below!