Planning out a blog content strategy for a company is tough. Many underestimate the amount of planning and work that goes into content marketing. The digital marketing space has become saturated with articles and videos created by content experts. However, the main struggle for content writers isn’t the level of competition. The true challenge is staying inspired to write valuable and original posts that appeal to you for a company target audience.
The main goal of content marketing is to capture an audience’s attention, provide content that engages them and even inspires them to take action. This level of engagement does NOT come easy. Reaching results through content marketing requires a great strategy and even better writing.
While you might think it would be easier just to give up on your content, it’s in you and your brand’s best interest that you don’t. Here are some tips to help you if you’re struggling to come up with high-quality blog posts.
Establish a goal.
Right off the bat, identify what you want to achieve with your content. You should already have overall marketing objectives, such as increasing sales or conversions. What other milestones or interactions would you like to achieve that might help your overall end goal?
Here are some great examples of smaller goal sets for content marketing:
- Build high-quality backlinks to help SEO strategy
- Attract targeted traffic and increase newsletter sign-ups
- Establish your brand as an industry thought leader or influencer
By providing motivation and clarity, referencing your goals and objectives throughout your content planning and writing stages will help keep you on track.
Unleash your inner bookworm.
The greatest writers are also the greatest readers. Finding time to read in today’s busy lifestyle can be tricky. But if you truly want to become a better writer, you need to dedicate time for reading.
Nothing inspires a writer better than reading someone else’s words.
As a content writer, you’ll hit writer’s block when you aren’t reading. You’ll run out of words if you’re not regularly being challenged through other blogs, newsletters, books and more. If time is the issue for you, it might be a good idea to take a closer look at where you waste time during the day. For instance, If you ride public transportation, are you popping in your ear buds and gazing out the window? When you’re in line for coffee are you scrolling aimlessly through social media?
There are many times throughout the day that you may be unintentionally wasting time that could be better spent on quick reading moments. Along with squeezing in time to read, improve how you zero in on the right kind of content you should be reading. It’s easy to waste your time on irrelevant, mindless articles. Find content that is relevant and inspiring.
Get yourself a squad.
But we’re not talking about a squad like Taylor Swifts. You need to build a squad of resources that you can easily, and efficiently refer to for quick reading, inspiration, and references. Here are some ways to discover and keep track of relevant resources:
- Subscribe to blog newsletters
- Set Google Alerts for relevant keywords and phrases
- Frequent blog sites like Medium for tons of great writing and blog inspiration
- Utilize tools to store great content and links away for later, such at Pocket, or Evernote.
Involve your team.
Pulling in your coworkers is an absolute surefire way to boost your company blog. From HR to sales to customer service, everyone brings different business knowledge and perspective to the table, so why not include them in your content strategy? For example, employees who are in consistent communication with your customers can help identify topics or questions to address on the blog. Colleagues in HR or operations can help identify topics or questions that current and potential employees would want to read. Consult your team for ideas often, and treat their suggestions like gold.
Keep in mind, this is not just a tactic to fill in the gaps on your editorial calendar. This kind of employee engagement on your blog is a win-win for both parties. It provides helpful content that answers questions your target audience wants to know. It also provides content anyone on your team can share when asked that common question.
If you want to take the employee engagement and thought leadership aspects to the next level, you can encourage those team members to share their content on their own social media or blog channels. This not only helps increase the content’s exposure, but it also helps them build their authority and positions them as an expert in their field.
Avoid common distractions.
This is a big one. To get the most out of your writing sessions, it is so important to avoid distractions as much as possible. Turn off your phone. Turn off the tv. Close your email and any other accounts you check frequently. Disconnect from outside communications and enter a zone of focus.
If it helps, you might set aside an hour or so before you write to address any emails and phone calls before you begin. Only you know what you can and can’t avoid throughout the day. So just try to develop your own process for this that ensures you don’t neglect your additional work responsibilities. The important thing is that you are able to set aside time for writing only.
One last thing to avoid –– multitasking. According to Larry Kim’s Multitasking Is Killing Your Brain, multitasking actually reduces the overall quality and efficiency of your work. Research has even shown that it could lower your IQ. So for best results, get your To-Do list together and focus on accomplishing one task at a time.
Blogging is a task that seems easy until you actually have to do it. But with some research, practice, and patience, you’ll be writing posts like it’s your job (literally). Now go find yourself a comfortable, quiet location and start blogging like a badass!