Stop Overthinking Your Blog Posts!
We find that website owners come up with all sorts of excuses as to why they don’t have an active blog on their website. The two most common excuses are that they don’t have time to blog and they don’t know what to write about. To these website owners/businesses we say, stop overthinking it!
Yes, a business blog should be professional and yes, it should be presented well. But businesses need to keep in mind that a business blog post isn’t a white paper, press release, RFP, case study, etc. A blog post is a much less formal publication. It’s a place to share a quick insight, opinion, or bit of information. When a blog post is viewed in this way, it makes it much less intimidating.
Our advice to business bloggers is to get outside of his or her own heads and instead, think like a current or potential client or customer. What kind of information might they be looking for? Sure, this information might seem obvious and not worthy of a blog post to you- but is it really obvious to your target audience? It’s doubtful.
Really, any topic that is related to your industry is fair game for a blog post. What’s going on in your company? What’s going on in your industry? What are your clients’/customers’ most common questions/concerns? If you can’t generate a list of potential blog topics after asking yourself these questions, you’re in more trouble than simply having an inactive blog!
The key to successful business blogging is not only publishing high quality posts, but also publishing these posts on a regular basis. This is why you must not overthink. Overthinking leads to procrastination and procrastination leads to an inactive blog. Business bloggers should aim for at least one blog post a week, although more than that is ideal if you have the resources to do so.
If you’re thinking that you don’t have the time for one blog post a week, you’re overthinking. It shouldn’t take too long to write up a blog post on an industry topic. After all, you should know what you’re writing about. A blog post is about sharing your own insights and advice. It’s not a research paper. It’s OK to go looking for a few resources to back up what you’re saying but that’s about it. The content should be coming straight from your own knowledge. That being said, it shouldn’t take more than a few hours to write something up once you’ve decided on a topic. Put aside two hours of your week to write up the blog post.
Businesses also need to stop thinking that a blog post needs to be reviewed, edited, and approved by a bunch of different people. This essentially means that you don’t have faith in your writer or writers. Tell them what they can and can’t write about up front. It’s good to have one person review a post, but that’s it! A quick review process means a quick turnaround time from creation to publication. A blog post isn’t very beneficial when it’s just sitting in someone’s inbox.
The bottom line is that businesses need to stop overthinking their blog post content and just do it!
Categorized in: Content Marketing
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