Point being, if you nail the positioning, you could write about the same topic for an entire week and end up with 7 posts that are entirely unique to one another.
2. Balancing quality and quantity
You're probably feeling pressure to publish constantly in an effort to remain relevant in your industry, right?
Here's the skinny - you don't need to publish content constantly. However, it's important that you establish a schedule that adheres to a maintainable frequency.
While frequency has the ability to influence your search engine ranking, a ton of crappy posts are going to get you nowhere.
To combat inconsistencies, we use a project management app called Trello to host our blog editorial calendar.
Having a visual dashboard of our ideas and blog pipeline makes it easier to weed out things that won't work and collaborate on things that will.
Not to mention, we've organized our calendar by buyer persona. Whenever we go to add an idea, we're forced to select a persona that the article will align with. This has helped to improve quality control better than anything.
For more on how to set up your own editorial calendar, try this.
3. Engaging your audience
How many times have you read a blog posts and thought, "Meh."
Not a reaction you'd want to see from one of your readers, right?
Here’s our best advice on overcoming passable content:
Engaging blog posts employ sentences that are designed to convince the reader to read the next one. If you start with an ordinary opener, you're whole post is at risk of remaining unseen.
To avoid this, start with something magnetic. A question. A quote. A story.
Make it interactive
Sometimes, in order to get readers to engage with your content, you have to give them a little push.
Incorporating tweetable text throughout your blog post is a great way to persuade people to take action.
You can carry on about why you should implement strategy XYZ until the cows come home, but what people really want to know isn't why you should do it but how.
If you want to keep people interested, provide them with actionable takeways. Things that they can implement themselves the minute they finish reading your blog. Whether it's a small Twitter hack, or a change they can make to their latest call-to-action, if they see results from it, they'll come back for more.
4. Suffering from sameness
People have an insatiable sense of curiosity.
They are driven to consume information that teaches them something. Content that aims to explore uncharted waters.
Needless to say, if you continuously pump out content that adheres to the same format, it's only a matter of time before it loses its intrigue.
With that, your readers begin to lose their enthusiasm. They start feeling like if they've seen one post, they've seen them all.
In an effort to combat this type of predictable content, mix up your content by exploring different formats:
A post that follows this format is invaluable to readers because it aims to not only educate them, but also demonstrate specifically how to implement or carry out a particular process. Quite simply, they're actionable. People love actionable.
You know that you can squeeze more results out of your blogging efforts, but you're don't know when and where they fit into your strategy.
Unsure how to get started, many businesses are left with a pile of content that serves to collect dust.
Sounds tragic? That's because it is.
Chances are these blog posts are perfectly reusable.
Here are a few examples of how we continuously leverage existing blog content:
Create a newsletter
With all of this content on our hands, we created a monthly newsletter that serves as a collection of the most popular content that month.
The latest edition of The Best of IMPACT newsletter generated 508 clicks back to our website. I repeat, 508 clicks.
Use it for social
To get your content in front of more eyeballs, focus on finding interesting ways to position it on social media.
We like to created 3-5 different tweets for each blog posts we publish so that we can promote it on Twitter several times without it feeling monotonous. This approach helped us drive 5,499 clicks back to our website last month from Twitter alone.
Promote an offer
Just released a new offer? Revisit some of your existing blog posts that align with the new offer and update the call-to-action.
Whether you're working with a team of in-house content creators, or you're outsourcing your efforts, communication is critical for success.
To make the process more productive for everyone, try these tips:
Implement a style guide
To avoid wasting time with back and forth revisions, questions, and clarifications, it's critical that you define a clear style guide.
Do you prefer ebook over E-book? Detailing small considerations like this ahead of time helps to promote consistency and reduce the time spent nit picking later.
Supplying writers with resources to reference will help to ensure that you're met with a final product that meets your expectations. This is particularly important for outsourced content, as the writers may not be as well-versed as you are in your industry.
Let them write
Too many stipulations and limitations will suck the life out of even the best writer's work. While there is a time and place for direction, don't be afraid to let them run with it.
Avoid stifling their creativity by giving them the time and space they need to produce something they're proud of. Remember, rushed content looks and sounds like rushed content.
This article is part of the "Content Marketing & Blogging" Hub in The IMPACT Anthology. Other articles include:
What is Content Marketing?
Blogging for Business? Here’s Everything You Need to Know
Joe Pulizzi's 6 Principles for Truly EPIC Content
Long-Form Content vs. Short-Form Content
Content Marketing Mission Statements: How to Find Your Editorial Focus
The Best Content Marketing Strategies Your Company is Still Ignoring
27 Blog Topic Ideas That Take 30 Minutes to Finish
Writing to Save Your Business: Blogging Tips from Marcus Sheridan
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