‘Is Blogging once a week enough?? Is it too much?? Should I do more???? AHHH! HELP!’
A concerned client sent me an email with the above in full panic mode over the upkeep and handling of their blog. So how much blogging is enough?
My first answer is this: ‘If content is King then quality is the Emperor’. (you can quote me on that one)
And by this logic I recommend ONLY pushing out content if it will be useful for the reader. If you are low on news and really cannot write about anything that will grab your readers attention, then wait until you do have something that is worthy of your blog. Bad content is worse than no content.
But how do you create engaging content all of the time?
Do you have a dedicated content creator in house? Depending on the size of your organisation, you may or may not have someone in house to write articles for your website. But you may have some aspiring writers, so ask your staff if they would feel comfortable creating content for your Blog. I have two solicitor firms (in the US read lawyers) as clients. Both of them use their staff solicitors to write blog articles that are about their specific areas of expertise. This leads to their blogs being filled with solid, well written articles that are aimed at their specific client base.
If you don’t have content creators in house, or do not feel comfortable in crafting a content strategy, do not fret. There are many companies and individuals that offer these services. To find a good copywriter, first ask your network for one they recommend, if you can’t find one there, head to Google. There will be many in your area.
‘I haven’t blogged in months, is that bad?’
The worst thing next to bad content is an anemic Blog. I myself am guilty of a slightly anemic Blog at times, as I take the ‘quality is Emperor’ part very seriously, and would rather a quality Blog over one filled with articles that are of no use to anyone. That being said, the goal is to be able to produce regular content that works with your organisation, and more importantly produces results. If you are writing content for contents sake…stop, rewind and rethink. You need to craft blogs that will engage.
How do I know what to write about? Where do I get inspiration?
The news, social media, and your competitors are great places to start. If you run across an idea, take the concept and think how you can put your own spin on it to make it unique to you.
I find I come up with great ideas at the most random of times. If you stumble across a good idea, WRITE THEM DOWN the minute you think of them, and then when you have time, flush the articles out. When I am in a writing mode, I tend to come up with three to five article ideas at a time. I then write them, and then drip feed them to my Blog. Unless the topic is time sensitive, never post more than once a day. Save your content to come at regular intervals. Your customers will like it, and so will Google.
The Bottom Line:
I personally recommend for companies to start out by producing something monthly. If you can do it bi weekly or weekly that is great, but usually I find that a well written monthly Blog post will create more hits, more clicks and more engagement than one put out each week with less thought. If you can create high quality content more often, and have the team to do it properly, then awesome. If not, don’t beat yourself up about it, and remember that quality is what truly matters.