We all know that ‘content is king’, but when you are a small business owner with 101 things to get done each day it’s easy for blog updates to slip way down the list of priorities. Goodness knows I empathise. With all the other project work I have as well as a job, running a busy house and managing the diaries of three very socially active children, my own blog can be the first to suffer. Mine too is a question of time but I have found the following have helped:
1. Develop the habit
Set aside a set time each week to write some content and stick to it. Be realistic. If it’s only 30 minutes – that’s better than nothing at all. It’s far better to update regularly with smaller pieces than sporadically with longer ones.
2. Sit down and write
It seems obvious but the act of sitting at a blank screen or paper is a great incentive to write something. Anything. I have found that I struggle to settle on a topic until I actually do this.
3. Read widely in your subject area
This can be happening anytime, anywhere but it will feed your ideas. Keep abreast of current trends and know the language your industry and customers are using. As well as being great for getting ideas, this will also help with Search Engine Optimisation as you’ll know the keywords to include in your blog posts which will help your search rankings.
4. Write for one person
I have found this a great way to approach blogging. The art of good business blogging is based on writing content for each of your buyer personas for each part of their buyer journey. Buyer personas are semi-fictional characters based on your ideal customers. If you have done a good job developing your buyer persona, you’ll know who they are, where they hang out, what their pain points are and how you can help solve them. You will have given them a name and possibly even a photo. Pin it on the wall in front of you. Write to that person. Write something your buyer persona will find useful, relevant or just plain entertaining. Depending on the sector and your persona, you’ll know which the correct route is.
5. Write something for each stage of the buyer journey
Ideally, you should have content for each buyer persona for each stage of their journey. As a rule of thumb, the earlier in the journey, the buyer is, the more the content focuses on them. As they get closer to their decision, you can start talking about you and your products. So in the early stages, your blog pieces may not even mention your product or service, it could be more general tips or very general advice. For a reader who is comparing options, they may want product specifications etc. and finally for someone who is ready to purchase, they will actually need all that sales material in order to make that decision.