Blogging for the Topically Challenged
How many scintillating and insightful blog articles can you write in 1 day? Oh that’s right you have a business to run. If you are running a business that needs leads, don’t expect exponential growth from that one blog article you squeezed into your busy schedule. Don’t expect it after five. Or even ten.
Here’s the reality check you need around expectations for that spike in your Google Analytics campaigns into the uncharted waters of graph-dom:
“Once you write 21-54 blog posts, blog traffic generation increases by up to 30%.”
So, that is the breakdown, best case 21 – worst case 54. How can you get to the finish line? First you need to get re-inspired as to why you are going to climb this mountain. For instance, did you know:
- Reason #1: Email is also sort of like blogging, so might as well make it worth the effort…”Among those who use e-mail marketing, companies that blog get twice as much traffic from their email than those who don’t.” (Source: HubSpot)
- Reason #2: A good impression…”60% of consumers feel more positive about a company after reading custom content on its site.” (Source: Content Plus)
- Reason #2a: A secondary good impression…”90% of consumers find custom content useful, 78% believe that companies behind content are interested in building good relationships.”(Source: TMG Custom Media)
- Point #3: Your competition is probably getting the customers you want by blogging…“92% of companies who blog multiple times per day have acquired a customer from their blog.” (Source:HubSpot)
IS THAT SO?
Now that you understand the WHY….Let’s dive into the how to get it done. Let’s look at some of the roadblocks – the main ones being: writers block and research!
TIP 1: Take A Break
Step away from your desk – with that glaring screen of Google Doc notes that make absolutely no sense. Just take your bruised self-esteem and take a break from the grind.
Leave the room. Go outside. Go for a walk, or even a run, and let the fresh air and kick-start your brain. Go see a movie and relax. Cook yourself some nice food, or check out the new restaurant that everyone’s talking about. In short, do something that’s new and different for you. The experience won’t just relax you, it will also rejuvenate you and spark some ideas in the process.
TIP 2: Find the questions that your audience is asking
Now let’s start mining Q&A sites like Quora to find out what else people want to know about.
Let’s say your topic is: Paper Towels
A quick search turns up no direct search results, we discover that people want to know …
- Can I compost paper towels?
- Can I recycle used paper towels?
- How are motorized paper towel dispensers economical?
Then we can turn our attention to Yahoo! Answers to find more questions people care about, like:
- Why do paper towels absorb?
- Where can I find information on the history of the paper towel?
- Substitute for paper towels?
- Is it possible to grow plants from wet paper towels?
These may seem like incredibly mundane or ridiculous questions to you, but keep in mind, real people are asking these questions … in public. If they’re spending their time looking for answers, why not spend yours providing them with them on your own site?
Every product on planet earth has at least 20 questions that require at least 2-3 paragraphs worth of information to explain – boom, you’re halfway there with 20 blogs cranked out!
Tip #3: Pop on over to your favorite news-feeds: Facebook, Twitter or LinkedIn for what all the hoopla is about RIGHT NOW!
When you just can’t think of any way to make your product/service relevant – sometimes you have to gain inspiration from what other people are already gibber jabbering about online. If you’re feeling especially subject challenged – hop on over to Facebook or Twitter and read the newsfeed for 5-10 minutes. Are there any relevant news articles that you can provide an opinion on or add to? Are there any humorous tie-ins between a great play during a football game that you can relate to a smart play by a vendor in your industry?
Relevancy makes your content “clever” and quite frankly more likely to be read. This is where the likes and shares become a reality to you. Secondly, when you speak about something that is top of mind to your audience – the more likely they are to partake in the other 75% percent of information you are slipping in to create a connection. Also known as striking a chord!
Tip #4: “The Reverse Info-graphic Move” – Huge time saver.
Even if you’ve thought of the spin you want to put on your article relating to your business – there is still that whole fact finding support search step. ANNOYING and TIME CONSUMING! It can take hours to find factual arguments for your case. How about instead of Googling your topic for articles with facts – type in “Infographics on Hand-Towels vs Hand-Dryers” and select “Google Images”
Did you ever think about the fact that there would be more germs in the air by using a hand-dryer? Yes, I mean – I’ll admit it, I didn’t think about it. Now I am grossed out. Great….
Back to the point: That’s the kind of nugget of information that even Bounty could use as part of an article on “What Makes Bounty the Greatest Picker Upper.” It’s all about creating that “aha” moment that makes your reader think: “I’m so glad I just read that. Hey Suzy, did you hear… Bounty wrote this blog article about hand-dryers vs. paper towels – can you believe…” Equals clicking of the “share.”
One point for BOUNTY and for you! And, don’t forget – your fan wants to feel smart because he posted it. So ultimately, you could get a raise – Bounty a sale – and your audience a new friend. It’s all about that make everyone win thing!
Plus, info-graphics tend to have the meaty information without the long-winded storytelling around it. In one search you can probably scan 10 info-graphics for 10 seconds each and gather 10 new facts that are wildly interesting. Just think about it? If it’s on an info-graphic, it’s typically already gone through the scrutiny of “Is this interesting or cool enough to spend additional time/money to graphically illustrate?”
I hope you are feeling less like this….
You can conquer the blog writing mountain without losing your mind with the above tips! For more ideas on how to smoke your competition on the blogging front – just comment, like and share this article.
Thanks and hope to see you around again – ask questions in the comment stream if you like. It could be my next blogging topic!
Your digital marketing expert: Corinne Meier!